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Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

I've heard of retailers doing some unusual things — Moosejaw's breakup service comes to mind, in which customers can have the company's call-center reps call and break up with their significant other for them — but Patagonia's latest campaign takes the cake. Get this: it's all about buying less from the brand! Even more astounding? It seems to make perfect business sense.

For Lush Cosmetics, an omnichannel retailer of handmade cosmetic and beauty products, everything the brand does has a story, from its product creation (all prodcuts are handmade in-house) to its ethical buying practices for its sourced materials to its chartitable giving to its ethical campaigns.

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