3. Research Method

3.2. Data Collection

In this study, we collected information on the 2017 Spring Season product line from Patagonia's website in February 2017. A total of 456 products were collected from the 2017 Spring Season product line at Patagonia, in which 260 products are menswear and the other 196 are womenswear. Each product has various sizes and colors. The clothing product types include jackets and vests, fleeces, sweatshirts and hoodies, shirts, t-shirts, pants, and jeans, etc. An example of a Patagonia product (http://www.patagonia.com/product/womens-pastel-p-6-label-midweight-full-zip-hoody/39507.html): the Women's Pastel P-6 Label Midweight Full-Zip Hoody is regular fit, has three color choices (red, blue, and black), weighs 566 grams, costs USD $99, and is comprised of 84% organic cotton (i.e., one eco-material is used). In terms of the aesthetics of its products, Patagonia aims to develop classic products with an emphasis on graceful functionality and authenticity. In this paper, we conducted a product line analysis on the number of color choices, product fit (regular or slim), pattern design (with or without), product weight, and number of eco-materials used at Patagonia. The multiple color choices and pattern decisions refer to product aesthetics, while the product fit and weight refer to product functionality in eco-product development.