Multichannel Marketing, The Patagonia Way

She broke out three types of Patagonia buyers: casuals, loyalists and cheerleaders. Casuals are one-time buyers who are new to the brand. Patagonia estimates that 64 percent of first-time buyers don’t buy again. Loyalists, who become avid buyers, are worth $134 over two years to Patagonia. They understand the company’s core values, appreciate the clothing’s durability and performance, as well as the company’s liberal guarantee. Still, “we lose about 50 percent of these buyers after two years,” Griswold said.