Internet Retailer: Patagonia explores Internet chat rooms as marketing vehicle

Patagonia is experimenting with the use of chatrooms as a means to push sales. In a cross between the pushy salesperson role and a manufactured word of mouth buzz, the company is attempting to strike a balance between being invasive and starting up a more personal relationship with relevant groups online.

The practice is much like the tactic used by cigarette and alcohol companies which have been hiring pretty women to sit at bars, pretending to be social with men and subtly pushing particular brands. A Patagonia executive said it has proven successful so far.