Patagonia, Holiday 1999

As a cataloger/retailer/wholesaler/Web marketer, Patagonia is indeed a multichannel powerhouse. And, judges said, the outdoor gear and apparel marketer's catalog does more for reinforcing the franchise's brand than 99% of the books out there.

Starting with this Gold Award winner's cover - one of Patagonia's signature dramatic photos, featuring two climbers scaling a rocky, ice-covered cliff - the cataloger creates an experience for readers. Photography is the book's true strength, said one of the judges: "While the photos often don't overtly show the product, the suggestion of how the product will perform in extreme environments speaks volumes." Product credibility is constantly reinforced, while the reader is captured by the catalog's sense of adventure. In fact, commented another panelist, "the credibility is so strong that customers know they're buying something that will perform well."

Copy is another strong point. Limited and clean in style, the copy is educational and reinforces the notion that Patagonia knows what it's doing. Technical copy is well written and descriptive. "Patagonia reaches its target market [of upper-income serious outdoor enthusiasts] well, but it's also inclusive enough to welcome the more casual or aspiring outdoorsperson," a judge said.

Although Patagonia products are renowned for performance in outdoor pursuits, the merchandise is also modern and fashion-forward. And the catalog makes certain that readers understand every aspect of the products, from materials and construction to breathability, warmth level, and water resistance. "A reader has no trouble navigating the catalog to find the best product for the purpose, and becomes a believer in Patagonia along the way," praised a judge.

In keeping with its outdoors theme, Patagonia takes its commitment to the environment seriously. For starters, the catalog is printed on recycled paper. Also, most of Patagonia's fleece is created from post-consumer recycled polyester made from discarded plastic bottles. In addition, the company devotes several key spreads to editorial on environmental issues. And did we mention that Patagonia pledges 1% of sales to "the preservation and restoration of the natural environment"?

Indeed, "nobody does the "credibility thing" much better than Patagonia, one judge said. "The copy, the extreme photos, and the merchandise all weave a story that is rock-solid believable."