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Patagonia Project

Assignment: Consider Patagonia, the legendary clothing brand.
Identify how they used each of the 14 “P”s above to build a priceless
brand for the ages. Post your answer online and share it with your
peers. Explain what you’re trying to do and see if they agree, or if
they’re able to challenge some of your assumptions.

1. Positioning: Patagonia fits well into the already existent categories of clothing and outerwear, especially for more extreme, outdoorsy consumers. In this way, the brand has succeeded in finding their niche and filling it. Their more specialized categories of climbing clothing, ski/snowboarding clothing, etc differentiates them from the competition while still allowing them to compete in the same category.

2. Pricing: As Seth Godin has said, for famous brands, there is really no relationship between the cost to make something and what we as consumers pay for it. We pay based on what we think something is worth. Price is like a "hint" that tells us something about that particular product. In this sense, Patagonia's prices tell me that the clothes are probably well-made, good quality, and comfortable!

3. Placement: Placement can be retail shelf space or online "web shelf space." It takes money to get this space and to get people to know about you, that can all lead up to life space, or what we notice around us. Personally, I haven't seen a lot of Patagonia products in stores or online (probably because I haven't been looking), but I certainly have seen a lot of the products on people around me. In this sense, Patagonia does extremely well in getting their product out to people.

4. Promotion: Promotion is all about showing up in the right place and creating an emotion in the people that are there. It's about making people tell themselves a story about the product, and having that story be spread around. According to Patagonia's website, they are very supportive of acting responsibly and being environmentally friendly. This could create an emotion of activism and empowerment in consumers.

5. Permission: Permission and the idea that people can say, "Sure, I want to hear from you!" is extremely powerful. Patagonia uses this to further their agenda of environmentalism by posting information on their website with options to read and learn more. That way, if the consumer isn't interested, they can just keep scrolling. If they want to learn more, they can click. Patagonia also has multiple ways of contact for those who want to get in touch with them.

6. Purple: This "purple cow" is the idea of making something worth talking about. This often involves putting emotion into it, making people truly want to talk about it. Patagonia has done this by creating a unique image of extreme sports and adventure. It's more active than other brands, even other outerwear brands. 

7. Publicity: Patagonia, with goals of helping the environment, most likely would not want to spend too much time on publicity as this often means trying to please editors over consumers. Patagonia has a clear message to send, one that they would not want to be dampened.

8. PR: Public relations is the act of telling a story. Patagonia does just that. They emphasize their mission and their goal of changing the way that we affect the environment and making things better for the future.

9. Placebo: By emphasizing the environmentally-friendly ethics of Patagonia as well as the recycled qualities of their materials, the placebo effect can convince people that they are directly helping the environment by buying Patagonia products, in turn encouraging them even more to buy them.

10. Pavlov: The Pavlonian effect is about trained reactions and associations. Consumers may associate Patagonia with their outdoorsy feel, adventurous vibe, or environmentally-friendly nature.

11. Persistence: Persistence is a combination of frequency and consistency. It's not just about showing up, but instead showing up always with a certain kind of product, story, and price. In this sense, Patagonia is very persistent. Their products stay within a reasonable range price and category wise, and their goal/message is clearly seen throughout their whole website.

12. Place: Place is the idea that real estate is worth something. Even sites can act as "real estate" and tell something about the product/brand. People automatically associate things with what a product or brand reminds them of and whether or not they want to come back to it. Looking at Patagonia's "online real estate," I automatically think fresh, outdoors, active, and fun - something I would definitely visit (and buy) again.

13. Personalization: Patagonia is as much about consumers as it is the products. The website has a whole page devoted to "worn wear," highlighting consumers and their well-loved Patagonia gear. This special treatment is one way to help ensure that people come back again and again.

14. People like us: Do people like us buy things like that? If you're even looking at buying a Patagonia product, then the answer is probably yes. Patagonia's image is so well-ingrained that if you're interested at all, you are probably considered "a person like that."

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