Genre Analysis
I’ve been a Patagonia fangirl for years. Most of the outdoor gear I wear and use comes from the company. Mountain biking? Patagonia shorts and pack. Backcountry snowboarding? Patagonia jacket, snowpants, hat, and down puffy. And yep, I’ve worn the ubiquitous Patagonia trucker hat while backpacking, fly fishing, and on basic bad hair days. All that said, the company is notable beyond their outdoor gear. Patagonia has a solid business philosophy and use their platform for environmental advocacy and a progressive outlook. And they have beautiful catalogs.
It was a treat, after years or perusing the catalogs, to instead approach one with an analytical eye. And it was novel to combine my love of outdoor recreation with my education. So, what makes the Patagonia catalog different and notable in the outdoor retail space, and even in the general commerce world? Find my analysis below, and my full project reflection below that.
Genre Analysis Reflection
For my genre analysis project in ENGL 512 - Technical Rhetoric and Applications, I analyzed Patagonia catalog design and copy, how the company leverages their catalog to appeal to their demographic and further their mission, and how the company’s product catalogs fit or do not fit the mail-order catalog genre. In this reflection, I’ll explain more about the catalog and my analysis, including strengths and weaknesses, and what I might have done differently.
Rhetorical Situation
Patagonia is an outdoor apparel and gear company established in 1972. The company is considered a leader in the outdoor apparel and gear industry and has a strong record of advocating for environmentalism and sustainability, and in affecting policy change both through production of their goods.
Patagonia releases 7-10 catalogs each year. One or two of the catalogs contain a broad range of the company’s products while other catalogs feature a specific product line like fly fishing, snow sports, or apparel for kids. The catalog is produced in print (available through the mail or at Patagonia brick and mortar stores), and it’s also available digitally and can be accessed through the Patagonia website. Patagonia apparel and gear is available for purchase at many outdoor retailers, but the company also maintains a robust direct-to-consumer presence. On the most basic level, the catalogs serve a specific role: selling Patagonia product AND selling the Patagonia ethos and lifestyle.
Strengths/Weaknesses
My analysis does a good job covering the physical or design features of Patagonia’s catalogs in depth. I showed how elements like ample white space, clean product shots, eye-catching photography, snappy copy and editorial content make the Patagonia catalogs stand out in the mail-order space and contribute to the Patagonia ethos. Including images to illustrate my points was a strong choice. In my analysis, I also covered how Patagonia’s catalogs have influenced other outdoor companies’ catalogs and marketing, which shows that the Patagonia catalog is influential and successful.
That said, I could have had stronger and more numerous examples of technical writing Patagonia uses for its product descriptions. Making product tech specs readable and relatable is an area that Patagonia does well. The art of technical writing as copy writing could be a genre analysis all in itself.
Additionally in re-reading my analysis, I would have liked to include more on Patagonia’s role in changing the catalog genre and how they broke the mold by using their catalog to promote the company ethos. Sometimes the analysis feels a little bit like it’s hopping all over the place, and I don’t feel that I succinctly nailed down an explanation for how it all fits together.
What I Would Change
If I was to revise this piece, I would include more information on the environmental side of Patagonia as a company and how their ethos has tied in to their catalogs and marketing. This assignment had length and scope constraints, but given the opportunity to write a longer version (perhaps a thesis?) I would have liked to explore these connections more in depth. It’s one thing to talk about the catalog’s physical features, but the company’s need to appeal to consumers is seemingly conflicted with the company’s environmental focus. There’s a discordance between the company’s role as a product producer and seller and the company’s goal of sustainability. I would have liked to more deeply cover how the company has used their catalog to not only sell things but also promote their brand and mission. In just the past couple years Patagonia has undertaken a number of new initiatives including their Worn Wear initiative (which focuses on repairing and reselling used Patagonia clothing), ad campaigns like their Black Friday campaign that told consumers not to buy their products, and the Wall Street vest controversy, where Patagonia decided to stop accepting new corporate clients in the financial space, as their missions do not align. All of these examples would lend themselves to a broader look at how Patagonia has tied their catalogs in to these efforts.
What I Learned
This project was a great opportunity for me to weave an area of personal interest into my technical communication education and also consider how something I encounter in everyday life fits into the technical communications space. I enjoy reading and looking at Patagonia catalogs, and it was fascinating for me to look at them with a more analytical eye. I was able to dive deep into how the catalogs have been influenced by the company’s mission and goals, and in turn, how Patagonia’s catalogs have influenced other stakeholders in the outdoor space and impacted the genre as a whole.