OBJECTIVE

• Patagonia seeks to grow its market share for its outerwear collections by attracting a new segment of consumers. 

TARGET AUDIENCE

“Kool Kids”: A 13-17-year-old rebellious teenager who still cares what their friends think and are making an identity for themselves.  

BACKGROUND

Patagonia is an $800m business, focusing on making great clothing without harming the environment. They are known for having reliable clothing at a premium price. They offer great products while minimizing their footprint on the environment. They actually encourage consumers to not buy anything they do not need and promote the longevity of their product through a micro-site called Worn Wear. It encourages repairing minor tears and rips because used is better than new. Patagonia is known for its environmental consciousness, sincerity, and outstanding product quality. As for a reputation, Patagonia is deemed adventurous, full of life, and energetic. Patagonia chooses to reach people with content that helps them reach their goals, whether that's mastering the art of fishing or summiting Mt. McKinley. 

COMPETITION

Patagonia’s biggest competitors are North Face and Columbia Sportswear. And, in general, Patagonia outerwear is not for everyday activity. Instead, it is suitable for extreme outdoor conditions. North Face and Columbia have more relaxed, everyday wear that attracts the simple consumer. However, Patagonia combats this with its vast, bold, and unique outerwear patterns and styles.

North Face, too, uses recycled fabric to make their products and recycled polyester can be found in their core products. Columbia does not comment on the materials used in their products. Patagonia is Made in America and uses organic cotton and recycled materials.

Columbia and North Face are more family-orientated and affordable options. Whereas Patagonia is a more authentic, independent-minded option. 

PROPOSITION

Patagonia outwear is the perfect combination of style and quality that will adventure through life with you, making it the most valuable choice for growing teenagers.

SUPPORT

• Teenagers spend 258.7 billion dollars annually.

• Teenagers care about the environment.

• 35% of teens enjoy their time indoors and 39% enjoy their time outdoors. 

• Patagonia had 10 million in Black Friday sales and donated it all to grassroots environmental groups. 

• The Common Threads portal was an integral part of Patagonia’s evolution as a producer of environmentally sustainable clothing that would stand the test of time.

• Patagonia uses 100% organic cotton & recycled materials. 

• Patagonia checks the zipper 100 times before retailing. 

• Patagonia offers over 50 unique outerwear patterns and styles. 

PERSONALITY

The tone should be charming, energetic, and “kool”. It should make the teenagers want to wear the clothing to be as ‘kool’ as the personality of the advertisement. 

MEDIA

Print: Sports Illustrated & Seventeen Magazine

Social Media: Instagram

Non-Traditional: Standing Cardboard Cutout Ad at Movie Theaters