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Patagonia Project

Patagonia used all of the 14 Ps to help it become one of the most successful and recognizable outdoor clothing brands today. One of the first things I noticed was the company’s Positioning. As Seth explains, the owner Yvon Chouinard was able to find a niche (outdoor clothing) and fill it. Additionally, Chouinard himself was able to seem trustworthy and credible because he starting climbing in 1953, twenty years before he started opening a business, and he told his story successfully. Although Patagonia is more expensive than most outdoor gear, the higher price is expected to produce higher quality, which involves Pricing, Placebo, and Pavlov. We do not mind paying more if we think the product is worth it. Another smart aspect of Patagonia’s advertising is when they promote environmental responsibility. By acknowledging the environment in the advertisements, Patagonia is able to produce a “people like us” effect because we want to associate with people who are environmentally aware and conscious, even if we aren’t. This also could tie into Purple, because we are trying to make the brand worth talking about by presenting it well. Additionally, because Patagonia is environmentally responsible, the consumers will see them as different, and this sort of positive Promotion will cause us to trust the company more. Another important aspect of Patagonia’s marketing is Place. This has to do with both the environment of the actual store (nice, clean, outdoorsy) and the expansion of the company. The company expanded to NYC, supporting Seth Godin’s belief that real estate is worth something. Expanding the company will help appeal to a wider audience. Another important P is Personalization—the product is marketed to different types of audiences: men and women, outdoor hikers and surfers, ect. Obviously, things like Publicity are important, because we want the brand to be recognized. However, as Godin explains, once the brand expands, the publicity is not the primary need. The real challenge is telling a story (which Yvon Chouniard was able to do) and communicating with the customers (PR) to improve and expand the brand successfully.

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