DISCUSSION QUESTIONS: Do you see more risks than benefits to Patagonia’s move to elevate its political messaging amid the election cycle? What factors should determine whether a brand can take a stand in an election?

Interactive Edge’s CEO, Zel Bianco comments, featured on RetailWire’s Braintrust :

Although I wholeheartedly agree with the sentiment, it is a risky one to place on their products. Time will tell whether it resonates among their most active shoppers.

Read the entire article from RetailWire: