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.
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.