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It may sound strange, but it makes sense. Imagine a phone maker advertising that their phone lasts 6 years without needing replacing. Their market share could grow while the overall number of phones sold shrank due to increased longevity.

Just because there's a local (Patagonia) increase in a metric (sales) doesn't mean there isn't a global decrease.

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> phone maker advertising that their phone lasts 6 years without needing replacing

And you know what, phones actually do last 6 years without needing replacing. All they'd have to do is simply point that out. heh

I don't replace my phones before they break, and it is a long time since any of them lasted more than 3 years.

You have to frame it exactly right.

Patagonia could reasonably gain market share (number of people wearing Patagonia) while lowering sales-per-person with the net outcome being higher sales overall.

This only makes business sense if consumers _want_ durable goods and 'punish' businesses adequately that make shorter lived products. Consumers have to want it enough and have enough information in order to provide the correct market pressure.

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