Patagonia

Positioning

audience: socially responsible outdoor culture.

Axis: consumption culture VS socially responsible

emotional benefit (empowering feeling of being adventurous) VS functional benefit (protective against wind and rain)

Pricing

  • expensive - perceived value is in the emotional benefit (it is a lifestyle) and the social responsability of the product (i've done something good)

Placement

They represent aspirational athletes who are doing great things. They are also partnering with environmental authorities to create a Patagonia national park.

Promotion

Adventure athletes, extreme sporters

Permission

example: creation of compelling content (film documentary) to get people to follow or sign up

Purple

1. recycled

2. fix it for you

3. Easy way to do a good deed

Publicity

Collaboration with film festival, creation of a national park, 

Public relations

WOM (association with athletes)

Placebo

- store design (feeling like you're in a shed and you need the jacket)

- athletes are better because of what they wear. you look more adventurous because of what you wear

Pavlov

- Patagonia: adventurous advertising. Next time you are planning an adventure, you think of Patagonia.

Persistence

Frequency + Consistency.

  • Frequency: being adventurous is an anytime activity - so you always have permission to talk to your customers in that mindset
  • Consistency: being adventurous can happen everyone. patagonia mirrors the brand values on to different perceptions of 'adventure'

Place

  • Interesting store design
  • adventure film festival (contextual to activities that they want to be connected with)

Personalization

- tone of voice (don't buy this jacket - i know what you want)

- different sports

People Like Us

- extreme sports community and outdoor comm is big! that community is really into sharing experiences etc

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