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Patagonia Ad Campaign
1.
2. We are targeting women who feel as
though Patagonia is not a brand for
“people like them” by focusing on the
growing desire for simplicity and
authenticity.
Our goal is to position Patagonia products
and the Patagonia lifestyle as accessible.
Introduction
2
3. “There’s a
movement
for simplifying
your life: purchase
less stuff, own a
few things that
are very high
quality that last a
long time, and
that are
multifunctional.”
Yvon Chouinard
3
4. Marketing Problem
● Consumers do not associate Patagonia jackets with
daily wear, but perceive Patagonia as a brand
exclusive to consumers who are outdoorsy,
participate in extreme sports, and live the “non-
consumer” lifestyle.
4
5. Patagonia
Founded by Yvon Chouinard in 1973
Based in Ventura, California
Privately Held Company
California’s first Benefit Corporation
Donates 1% of sales every year to support
environmental groups
Donated $6.6 million in 2014
Sells apparel and gear for outdoor sports such as
hiking, surfing, and fly-fishing as well as
everyday wear
Company focuses on creating quality products that
are durable and eco-friendly
Established the Worn Wear project
Encourages consumers to fix old
products rather than buy new
Repair techs have been touring the
country fixing any Patagonia
product for free this spring
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“Build the best product, cause no unnecessary harm, use business
to inspire and implement solutions to the environmental crisis.”
6. Brand Analysis
Product
Wide range of products from swimwear to
climbing gear
Everyday and outdoor gear with long-term
durability
High quality products
Long-Term Investment
Focus on Functionality rather than design.
Simplicity of design.
Fair Trade Certified Clothing, BLUESIGN®
Approved Fabric
Organic Cotton, Hemp, Recycled Polyester,
wool, and nylon, 100% Traceable Down,
Reclaimed Cotton, Undyed Cashmere,
Reclaimed Wool, Yulex, Tencel® Lyocell
Price
Jacket Prices: $89 - $589
Womens Clothing: $14 -$589
Higher prices due to the expected life span of
Patagonia Products.
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7. Brand Analysis
Place
Available in Australia, Argentina, Canada,
Chile, China, Czech Republic, Germany,
Spain, France, Hong Kong, Ireland, Italy,
Japan, Korea, The U.S.
Patagonia Website
Patagonia Catalog printed on FSC®-certified
100% post- consumer recycled paper
Variety of Sporting Goods Stores: REI,
Backcountry, City Sports, Dick’s Sporting
Goods
Brick and Mortar Patagonia Stores and Outlet
Stores
Common Threads Partnership with Ebay for
the “Worn Wear”
Online Retailers: Nordstrom, Zappos
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8. Brand Analysis
Promotion
Print Advertisements
New York Times, Paper Magazine
Social Media:
Facebook, Twitter, Instagram, Pinterest, Tumblr, Youtube
“Vote the Environment” Campaign 2012
Patagonia Ambassadors
“Learn about our friends, our ambassadors of the sports we love - they are athletes
also involved in product development, helping us build the best products.”
The Cleanest Line - Patagonia Blog
Worn Wear
Spring 2015 Worn Wear Tour
Sponsorship of Events
16th Annual Charles River Cleanup Sponsored by City Sports and Patagonia
Short Films and Commercials
Worn Wear: a Film About the Stories We Wear | Presented by Patagonia
Let My People Go Surfing by Yvon Chouinard
1% for the planet campaign
In-Store/Online promotions and Outlet Stores
Common Threads Initiative
New Belgium brewed an organic California Common lager with Patagonia to celebrate the
Brand’s 40th anniversary.
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10. Category Analysis
Outdoor Apparel Category
● 4.4% sales increase from 2013
● Revenue:
○ 4,048.4 billion in 2014
● Increased competition
○ Competition due to non-industry
sources
○ 3,061 businesses total
■ Expected consolidation
and closure of small
companies
■ Counter competition by
hiring expert staff and
brand personalization
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11. Category Analysis
Consumer enthusiasm for outdoor activities increasing
Participation in sports increased 1.6%
Participation in hiking rising at an annual rate of 2.9%
Sporting goods industry is growing at a faster rate than the GDP
Camping and hiking are viewed as a less expensive alternative to vacations abroad
● Encourages:
○ Sportswear as casual wear
○ Product versatility
Google Trends data on “Hiking” over the past 5 years
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12. Outdoor Apparel Competition Analysis
Canada Goose:
Revenues have grown more
than 4,000% in 10 years
Authenticity/ Iconic style
Lands’ End
Variety/trendy options
Extensive sale options
The North Face
Most well known
Large North East market
REI
3x the size of Patagonia
Great loyalty programs
Columbia
Sales up 25% from 2013
Present in non-speciality
department stores,
reaching a broader
audience
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15. Columbia
Headline: Omni-Heat Electric vs. Wim
Hof the Legendary Ice Man.
Slogan: Trying Stuff since 1938
Key Benefit: Columbia’s Omni Heat
will make you warm fast and last a
long time.
Support: The jacket provides hours of
heat on demand, has rechargeable
batteries, and is “high tech.” In
contrast, Wim Hof has had years of
brutal training to maintain his mental
thermostat.
Position by technical innovation and
celebrity endorser.
16. The North Face
Headline: “Never Stop Exploring What
Seems Impossible”
Slogan: “Never Stop Exploring”
Key Benefit: The North Face Summit
Series is technologically advanced and
good enough for the world’s best
athletes.
Support: The North Face invited
consumers to join the “world’s best
athletes” (as pictured) and informs
them they will be protected by the
Core-Tex Technology.
Position by technical innovation.
17. REI
Headline: “Can a day hike make
your week?
Slogan: “REI. Find Out.”
Key Benefit: To the consumer who
wants to become an outdoorsman,
REI is ready to be your guide.
Support: The copy suggests that
REI is the necessary first step to
having the adventures that will be
the highlight of your week.
Position by benefit.
18. Lands’ End
Headline: “Guaranteed. Period.”
Slogan: “For 50 years we’ve protected you from
the elements. Here’s to another snowy winter.”
Key Benefit: Lands’ End coats are trusted and
reliable to get you through a cold winter.
Support: Uses the “50 years” to establish
credibility and highlights Lands’ End’s heritage.
For people looking for a great coat from a
reliable company, Lands’ End guarantees to
protect you, and has been doing so for
decades.
Position by benefit
19. Canada Goose
Headline & Slogan:
“Ask Anyone Who Knows”
Key Benefit: Canada Goose
products will keep you warm in the
harshest conditions.
Support: The subject is
presented as a serious
outdoorsman, who “knows”
Canada Goose is the best
product for warmth.
Position by product users
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20. Competitive Summary
Columbia: The price (low end) and placement (readily available in
department stores) make the brand more accessible to beginning/casual
athletes.
Lands’ End: The brand positions itself based on reliable reputation and
their product subscribes to trends, heightening its appeal to women.
The North Face: The brand is the most common for casual everyday wear
and has readily been integrated into an urban demographic.
REI: The brand positions itself to provide products that make beginners
experts, by having the best customers service.
Canada Goose: The brand is known for providing the highest quality
product available and is currently on-trend, primarily thanks to it’s
popularity among celebrities.
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21. Final Competitive Slide
Majority of competitors position products by benefit
and technical innovation.
The Outdoor Apparel industry is rapidly growing due
to:
Consumer enthusiasm for a healthy lifestyle
Ath-leisure trends
Biggest Competitor: REI
Co-op structure and membership programs
encourage brand loyalty and allow easy entry
into the brand lifestyle
Offers “adventures” and outdoor classes to
teach novices about wilderness survival.
REI also has tips/“how to’s” on it’s website.
Almost one million people became REI members in
2014
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REI dominates in responding to users
Implications for Patagonia:
Patagonia needs to connect with individuals
at an in-store level to:
Adjust consumer perceptions to remove
the intimidating brand stigma
Ease consumers into the “anti-
consumer” lifestyle
22. Trend Analysis of the Category, Brand & Consumer
Category
“Ath-leisure”
Online retailers
Sustainable practice
Target
Increased focus on health and fitness
Hiking gaining popularity
Growing concern about
weight/appearance
Advances in technology allow
consumers to track
everything
Brand Authenticity
Consumer’s desire to engage with
brand
Majority of the target age group
resides in an urban setting
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23. Consumer Trends
ATH-LEISURE
Large segment of consumers only casually enjoy the outdoors
● 2013: The top reason athletic wear was purchased was not for fitness, but for casual wear
● ⅓ of Americans wear athletic clothing casually
○ Casual outdoorsmen and women prefer lower prices and familiarity of department stores and
discount retailers
○ Women are more likely than men to be casual hikers according to MRI Data
WOMEN’S PURCHASING POWER
● Women are more likely than men to be casual hikers, according to MRI data
The total female population (18+) in the US is expected to grow by more than 4% over the next five years.
29% purchased athletic apparel within the year
More than ⅓ of women value quality over price when buying clothing
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AUTHENTICITY
● Consumers want the brands they wear to be extensions of themselves
● Practice what they preach
● Share opinions with friends, want to confidently recommend a brand
● “Back-to-nature” trend
25. Minimalism
A way of eschewing the non-essential in order to focus
on what’s truly important, what gives lives
meaning, what gives us joy and value.
Healthier for the environment
Less stuff equates to less stress
Increased desire to find meaning beyond materials
Participation in Outdoor Recreation
● Fastest growing outdoor sports:
○ Trail Running
○ Fly Fishing
○ Mountain Biking
○ Camping
○ Hiking
● 48 percent of outdoor retailers saw an increase in
female customers in 2014
Consumer Trends
27. Target Audience
Women in Northeastern urban areas, ages 18 - 34
Social media has shown that preppy/non-outdoorsy men of the same age demographic have
embraced Patagonia as a brand
Healthier lifestyle is a personal goal
MRI data suggests:
Women ages 18-34 are the least likely to shop at a sporting goods store like Dick’s
Sporting Goods
Women of all ages significantly less likely to purchase hiking/backpacking clothing
Most likely to express a casual interest in hiking/outdoor sports
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Lifestyle: College-educated, relatively recent graduates who value feeling as though they are
buying from a brand that represents “people like them.” They appreciate rewards/loyalty
programs and are the most likely group to be embarrassed by going to the gym. Lives in an
urban area and has a casual interest in hiking (maybe twice a month with friends). The
consumers care about their health and appearance. They don’t watch a lot of TV but spend a
lot of time reading magazines and using the Internet. Shopping is considered a social
experience and opinions from friends/what they see on social media has a heavy influence on
buying habits.
28. Consumer Profiles
Natalie is a 23-year-old, living in an apartment in
Williamsburg, Brooklyn. She works as a marketing
manager at sunglass company. She loves her job but
sometimes feels overwhelmed by her 9-5 workday. She
studied abroad in college and daydreams about going
backpacking one day, but can’t imagine finding the time.
When she finds downtime she fills it scrolling the
internet (she uses websites like Buzzfeed and The Skimm
for news, Instagram and Facebook for friends, and blogs
like Refinery29 and Vogue UK), having netflix marathons
with her boyfriend, and trying new restaurants.
The harsh winter has encouraged her to put away her
peacoat and break out the puffy jacket she’s had since
high school. However, she hates looking like a
marshmallow and taking up too much space on the train,
and wants to invest in a lightweight, simple coat to carry
her through to spring.
Margot works at John Hancock in Boston and always puts
her work first. She is from San Francisco and many of her
family members say she is “all work no play. “ Although
she never uses her vacation days, she doesn’t want to be
seen as a corporate sell-out and when she has the time
she likes to walk around the city or go to a game at
Fenway. Margot tries to workout at least 3 times a week,
but too often she has to work late. Sometimes she has to
skip the gym and order takeout. She knows she needs to
stop putting work ahead of her well-being, but at 28
years old she is more focused on whether or not the T is
going to be running tomorrow than the current state of
the environment. Margot’s Patagonia coat has kept her
warm through Boston’s harsh winters the last three
years, purchasing Patagonia makes Margot feel like she
is doing her part. She would do anything to simplify her
life, and although she isn’t into extreme sports, she is
inspired by the brand to take more advantage of her
weekends.
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The “Experiencer” The “Innovator”
29. Original Research
“It’s pretty simple, but a little unique” -
20
The product itself is accessible and
pleasing to most consumers.
“I don’t know if I’d make patagonia my
main brand but I’d buy a few key pieces”
-19
People who do not already own
Patagonia do not feel as though it has
the ability to be their “main brand.”
“Patagonia isn’t for me… Patagonia is for
mountain climbers and former
astronauts...the outdoorsy type that like
to bike UP mountains” -19
The idea of who is wearing Patagonia is
what seems to scare off potential
consumers
“The brand itself is sturdy. Sometimes
the people who wear it bother me
because it seems like they’re showing
off” -20
Patagonia has a strong reputation for
being a good company but the target
demographic has a hard time feeling as
though they are “welcome” to be a part
of the brand.
One-On-One & Group Interviews
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31. Survey Results
Age: 18-29
Education: 60% undergraduate students
Priority when buying a winter coat:
73% warmth
20% style
7% durability
Brand loyalty:
20% Patagonia
33% North Face
33% Canada Goose
Where consumers purchase winter coats:
Online 20%
Retail Store 47%
Department store 27%
Consumer’s Brand discovery:
Print ad: 13%
Online: 7%
In store: 13%
From a friend: 53%
Words associated with Patagonia:
Outdoorsy, Sporty, Dope, Winter,
Practicality, Mountains
Have you ever been exposed to a Patagonia
advertisement?
“Never seen an ad for Patagonia”
“I think one billboard, but I’m not sure”
“Yes, about how they encourage their
customers to not overbuy and they will
fix your broken products”
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32. Strategies
Consumer Insight:
Wearing Patagonia will bring you closer to the person you’re trying to be.
Benefit:
The Patagonia brand inspires consumers to escape from the
mainstream/urban bubble and embrace an authentic, down-to-earth state
of mind.
Advertising Objective:
To change/alter our consumer’s perception of Patagonia to a more
accessible, welcoming, approachable feeling.
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34. Creative Brief
What have we decided to produce?
Print advertisements in Cosmopolitan magazine, Digital advertisements on Refinery29 & Nylon
Magazine, Fashion and Lifestyle Bloggers with High Readership (eg. Man Repeller), Strong Social
Media Campaign on Instagram, Tumblr, and Twitter.
Who are we talking to?
18-34 year old women living on the East Coast in Urban Areas (New York, Boston, Providence,
Washington D.C.), who are happily living in the 9-5 grind, but want a way to get back to the basics
What is the target insight?
Wearing Patagonia will bring you closer to the person you want to be.
You may not have time to go to spinning everyday, you’re not a mountain climber, sometimes you
still order takeout and forget to recycle the containers, but you care and you don’t want to be
another mindless consumer. You want to be the kind of person who goes on spontaneous trips, who
is okay with “roughing it,” and who can see the bottom of her closet. By choosing Patagonia, you
feel like you’re setting yourself apart from the mass. When you wear your Patagonia jacket, you
become the anti-consumer, the free-thinker who isn’t afraid set her own course.
Benefit
The Patagonia brand inspires consumers to escape from the mainstream/urban bubble and embrace
an authentic, down-to-earth state of mind
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35. Support for Benefit
By purchasing a patagonia product, the consumer is taking the initial steps away from the norm and
closer to an alternative (anti-consumerist/free-thinking) lifestyle.
What Do We Want the Target Audience to Do?
We want the target audience to feel as though Patagonia is a brand for people like them, they don't
have to be a professional mountain climber to be a part of the brand.
Brand Personality
Patagonia loyalists are self-described anti-consumers. They walk off the beaten path, turning away
from the traditional and live in the present. Patagonia users spend days doing what incites joy and
doing so in the least complex way possible.
Patagonia products have a life of their own. Each piece is created with the expectation that it will
be worn and loved absolutely, indefinitely. Patagonia is simple, dedicated, and adventurous.
Tone of Communication
“Less, but better”
Patagonia represents the authentic and uncomplicated. Choosing Patagonia will disencumber you,
giving you one less thing to worry about.
They desire to live fully and authentically, but they do derive joy from certain “norms.” These users
want live purposefully.
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Creative Brief
36. Creative
Execution
1. Print Advertisement in Cosmopolitan
Magazine
We chose one magazine to run our print ad
in as Patagonia does not traditionally
spend a lot of money on print ads.
We wanted to keep the ads clean and
simplistic, and would ideally partner
with Dieter Rams to create a cohesive,
minimalistic, “anti-consumer” campaign.
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37. Creative
Execution
2. Digital Side Banner Advertisement on
Refinery29.com and Nylon.com
The advertisement would be created in
Flash to transition between the
photograph and the copy.
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38. Creative
Execution
3. Post on the Man Repeller blog
about winter jackets
Sponsor the Man Repeller blog by
providing free patagonia
merchandise for the writers
to wear.
Placement advertising on a
popular website.
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39. Creative
Execution
4. Promotional Partnership
Week after Thanksgiving 2015,
Patagonia will partner with
Starbucks to provide customers
with exclusive 15% off coupons.
Customers that bring their reusable
mugs rather than using a paper
cup will receive the card (made
out of recyclable materials).
Promotion for the event will be
spread over social media.
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40. Creative
Execution
5. Social Media Campaign
#simplypatagonia
Instagram, Twitter & Tumblr
Idea: Show us how you’ve simplified
(e.g. your wardrobe, your meal,
your consumption of plastic
water bottles, etc.) to qualify to
win an all inclusive trip to
Patagonia for two.
The hashtag will be featured on all
ads as a way to inspire
participation.
Finalists will be featured on the
Patagonia Instagram and the
photo with the most likes will
win.
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41. Media Plan - When
Mid-September - December 2015
Patagonia’s “Anti-Consumer” campaign will run from Mid september until late December. As
shown below, consumers begin their search process for a winter coat in mid September. This
time marks the beginning of Fall and the anticipation of colder temperatures. At the end of
November, companies participate in a national discount event called Black Friday that
encourages consumers to continue searching for decently priced winter coats. Finally, people
stop searching for new winter coats in December as the cold season comes to an end.
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Google Trends data on “Winter Coats”
42. Media Plan - Why Why: Blog/Social Media Campaign
Target group most frequently checks
social media.
Most popular media sites include:
Facebook, Instagram, and Twitter.
Casually worn fitness apparel brands
(nike, under armour, lululemon)
gained popularity via social media
campaigns that:
Inspire women
Use hashtags
Encourage conversation
86% of target audience reported
interacting with brands on social
media
72% of target audience like/follow a
brand on social media
67% of internet users feel that online
connectivity has changed the way
they get information about products
and services (Experian Fall 2013)
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43. 43
Why: Blog/Social Media Campaign
Twitter:
● On average, Patagonia followers
are social influencers, having 1.6x as
many followers as following
● 41% of women in our target
audience value being the “first” to
spot a trend/use a product
Instagram:
● Over 60% of users within target age
demographic
Facebook:
● Most frequently checked media site
● Considered most valuable for
gathering information
Why: Starbucks Rewards Card
MRI Data suggests target audience is most likely to
frequent starbucks and purchase things like
Frappuccino’s and espresso
Over 40% of Starbucks’ consumer base falls in our
target demographic
Patagonia’s most popular social media postings relate
to product discounts
MRI data suggests that our target audience is highly
responsive to loyalty programs and sales
92% of target audience claims to appreciate receiving
coupons
Media Plan - Why
Patagonia followers are talking about:
44. Media Plan- Why
Why: Print Ad
Heavy reach among target audience according to MRI
(index of 173)
20% of magazine readers find adverts in magazines less
intrusive than TV or online
About 20% of target has “read or looked into”
Cosmopolitan magazine in the past 6 months
Target audience most likely to read articles friends post
on social media/visit media sites of magazines they
like
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Why: Digital Ad
Target audience one of the most active on all
channels of online media
65% frequent free online websites and blogs,
like Refinery29
Google Trends data shows a sharp increase in
searches for lifestyle and fashion blogs,
like Man Repeller
52. Original Research Interview Excerpts
“Do you have an opinion on the brand Patagonia or the people who wear it?”
Kaylee: “Yes I love Patagonia, I love the brand. Sometimes the people bother me because they’re stuck up but, eh, it’s a really sturdy brand, very high quality.”
“Stuck up like they have a superiority complex?”
Kaylee: “I feel like they’re showing off that they have a lot of money. Because that shit ain’t cheap.”
Kelly: “The store in Seattle was cool. I really like the sweatshirt Kaylee has from there. I don’t know if I’d make Patagonia my main brand, but I’d buy a few key pieces.”
Kaylee: “Yeah it’s good stuff. I would blow all my money if I had money to blow on them. I also like it because it’s pretty simple but also a little unique”
“Do you feel like Patagonia is a brand for people like you?”
Kelly: “No. I’m a slovenly mess. Patagonia is for mountain climbers and former astronauts… the outdoorsy type that like to bike UP mountains.”
Kaylee: “I’m outdoorsy-ish and that’s what it’s geared toward so yeah I suppose”
“Do you have an opinion on the brand Patagonia?”
Fiona: “I don’t think I have anything from Patagonia, it’s supposed to be good though. They have a lot of yoga stuff that I’ve thought about buying but it’s the same price as
lululemon and athlete which I think are more popular. I’ve been wanting to try their silk base layers but I keep forgetting.
“Do you have an opinion on the brand Patagonia?”
Madeleine: “I love it!”
“How did you get into it?”
Madeleine: “I ski, and it’s a great base layer. My mom bought it for me full price, which she never does, so I was surprised. Once I started using it, I fell in love with the brand. I
bought a fleece too, during one of their semi-annual sales”
“Do you feel like it’s a brand for people like you?”
Madeleine: “Not particularly. It’s great stuff and I love it, but it seems like it’s geared more towards like outdoorsmen or young moms who shop at Whole Foods. Or frat boys. The
company does a lot of great stuff though, the flyers they send out have customer stories and they’re always really cool.”
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