This highly successful ad campaign ran for several years starting in 2013 (including a full page ad in the New York Times) with amazing results. On the surface,...View More it seems like environmentally-focused Patagonia is just telling you to buy their jacket for the sake of reverse psychology, but it's much deeper than that. Not only did they leverage the psychology, they also made their sustainability message stronger as what they're really saying is don't the buy jacket if you have an existing one that's still wearable. In fact, they actually offer free repairs on their jackets. This may seem like a big cost, but it's actually a savvy strategy to get new customers as well as aggregate data from existing, loyal customers. The company tracks order repair data along with purchase history to help identify the sports a customers likes & send them personalized stories based on the acquired data. According to Bloomberg http://www.bloomberg.com/bw/articles/2013-08-28/patagonias-buy-less-plea-spurs-more-buying, In 2012, Patagonia sales increased almost one-third, to $543 million, as the company opened 14 more stores. Their revenue ticked up another 6 percent, to $575 million and overall, the pitch helped crank out $158 million worth of new apparel.