Patagonia S/S 18 Trend Concept. by _afranks

Abbie Franks

A Backpacker’s Essentials Page 1 | A Backpacker’s Es s entials

S/S 18

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some people in this world go searching for adventure

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contents 06 - 07 C u st o m e r Pro fi l e 08 - 09 Pa t a g o n i a O ve r v i e w 10 - 11 Mi s s i o n S t a t e m e n t 12 - 13 Va l u e s 14 - 15 Ma r ke t R e a c h 16 - 17 L i fe st y l e : R e m a i n U n se t t l e d 18 - 19 Tre n d C o n c e pt : Ba c k pa c ke r’s E s s e n t i a l s 20 - 21 Why i s i t R i g h t fo r Pa t a g o n i a ? 22 - 23 C o l o u r & Mo o d: O u r V i si o n 24 - 25 Ba c k pa c ke r Ba s i c s 26 - 27 C l a ss i c s 28 - 29 Ya r n s, F a br i c & Te c h n o l o g y : O u r C h o i c e s 30 - 31 S t r a t e g y, Br a n d E t h o s , C u st o m e r 32 - 33 F a br i c s 34 - 35 Te c h n o l o g y 36 - 37 S i l h o u e t t e s: S t r a t e g y, Br a n d E t h o s, C u st o m e r 38 - 39 Ba c k pa c k Ja c ke t 40 - 41 A n o r a k 42 - 43 2 - i n - 1 Ja c ke t 44 - 45 Wi n dpro o f Pu l l ove r 46 - 47 H e m p T- sh i r t 48 - 49 Wo m e n ’s 2 - i n - 1 S h o r t s 50 - 51 Me n ’s 2 - i n - 1 S h o r t s 52 - 53 H e m p L ow C ro t c h Tro u se r s 54 - 55 H i k i n g S o c k s 56 - 59 R a n g e Pl a n & Pr i c i n g 60 - 65 R e t a i l i n g : O u r V i si o n 61 A ddi t i o n a l It e m s 62 V i s u a l Me rc h a n di si n g 64 E x pe r i e n t i a l Ma r ke t i n g 66 - 67 C o n c l u si o n 68 - 69 R e fe re n c e s 70 - 74 F i g u re L i s t

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customer profile demographic/geographic

Th e tar get consumer is n o t c atego r ised by a c e r t ai n dem ogr aph ic o r geo gr ap h ic ; Th e t a r g e t c o n s u mer gr oup is c atego r ised by life st y l e , p s ych o gr aphi cs and asp ir atio n s, u n itin g th ro u g h s i m i l ar bel i efs, feelin gs an d ac tio n s.

aspirations & emotions:

S e e k s t o i n s pi re o t h e r s , l e a r n , e x p e r i e n c e n e w c u l t u re s, l i ve l i fe t o t h e f u l l . E nv i r o n m e n t i s i m po r t a n t , s t r i ve s fo r su c c e s s , b e t t e r i n g t h e m se l ve s a n d t h e fe e l i n g o f f u l fi l m e n t .

s ocia l m e d i a:

T h e tar get consumer en joy s sc ro llin g th r o u g h s oci a l m edi a, and po stin g ac ro ss p latfo r ms. T h e tar g e t consum er uses th ese platfo r ms to s h a re th e i r exper i ences, take in spir atio n an d c o nn e c t w i th l i ke- m i nded i n d ivid u als o n lin e .

da i l y l i fe:

T h e c o n s u m e r fo c u se s o n m a ke i n g su re t h a t t h e i r day i n c l u de s s o m e fo r m o f e xe rc i s e . T h e c o n s u m e r n o t o n ly be l i e ve s t h a t t h i s i s a g o o d way t o s t ay fi t , bu t i t i s a l s o a po si t i ve way t o bo o s t m e n t a l h e a l t h . T h e t a r g e t c o n s u m e r e n j oy s i n di v i du a l sp o r t s , bu t a l so e n j oy s e xe rc i si n g wi t h f r i e n ds.

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work

T h e tar get consumer is a n o -f r ills in divi du a l w h o enj oys cl ea n lin es, little c lu tter a n d m i n i mal i sti c spaces. Blo ggin g, vlo ggin g a n d f re e l a nci ng ar e commo n c areer s, an d if wo r k i n g f rom hom e or on th e go, th e c o n su mer en j oy s b e i n g sur r ounded by aesth etic ally p lea s i n g e nv i ronm ents.

interests & opinions

purchasing decisions:

T h e t a r g e t c o n su m e r t a ke s e x t r a c a r e w h e n pu rc h a s i n g pro du c t s , wh e t h e r t h a t be c l o t h i n g , fo o d, o r e ve r y day i t e m s . T h e c o n s u m e r s e e k s s u s t a i n a bl e pro du c t s , a n d o f t e n pur c h a s e s o r g a n i c o pt i o n s .

T h e tar get consu merâ&#x20AC;&#x2122;s main in terests a re : ap p ar el and fashi on , tr avel, peo ple an d so ci e t y, s p o r t s ( m ai nly i nd ivid u al sp o r ts), rec reatio n a l acti v i ti es, ar t, m ed ia (Cu beYo u , 2017).

fa shi on:

T h e t a r g e t c o n s u m e r s e e k s du r a bl e , i n n ov a t i ve , h i g h qu a l i t y pro du c t s , a n d a c c e pt s p ay i n g m o re fo r a pro du c t t h a t l a s t s a l o n g t i m e . A si de f ro m Pa t a g o n i a , t h e c o n su m e r e n j oy s sh o ppi n g a t T h e N o r t h F a c e , Pe t z l a n d L u l u Lemon.

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patagonia

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Patagoni a i s a Califo r n ia-b ased o u tdoo r br a n d w h i ch pr ovi des h igh qu ality c lo th in g an d o u t do o r ge ar that i s de sign ed to b e d u r able an d “ l a st fo r ye ar s” ( Eu.pata go n ia.c o m, 2017).

C o m pa ny Focus :

Wor ki ng thr ou gh a len s o f alc h emy, th e c o m pa ny i s conti nuously examin in g th eir pro du c t s and pr acti ces, en su r in g th at th ey redu c e t h e adver se soci al an d enviro n men tal im pa c t s o f th e i r pr oducts , an d en su re safe , f air a n d l e g a l wo r ki ng conditio n s th ro u gh o u t th ei r s u pply chai n ( B aer, 20 14). B l u r r i ng the bou n dar ies b etween wo r k , pl ay a n d f a m i ly, the br an d asks th eir c o n su mer : “W h a t i f we sh opped t o live , inst ead o f l i ve d t o s h op ? ” ( Eu .p atago n ia.c o m, 2017). By do i n g s o, the br and en c o u r ages c u sto mer s t o bu y l e ss, and consequ en tly c au se less u n n e c e s s a r y h a r m to the plan et. With su c h a stro n g fo c u s on i nsi sti ng the p u blic bu y fewer ite m s, i t i s i n ter esti ng to n o te th at th e c o mp any’s pro fi t s tr ipl ed fr om 2008-2013; Th is su ggests t h a t t h e i r h i gh qual i ty pro du c ts, tec h n o lo gic al in n ov a t i o n s and h on e s t b ra nd culture are ap pe a l i n g t o th e i r tar get co n su mer (Car ter, 2016).

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1. BU I L D T H E B E S T P RODU CT 2. C A U SE N O UN NECESSARY H ARM 3. U S E B US I N E S S T O I N SP I RE AN D I MPL E ME NT SOL UTIONS TO E NVIRONME NTA L CR IS IS

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MIS S ION STAT EM EN T

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patagonia: values

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T h e N a t u ral En vi ron m e n t Focussing on s u s t a i n a bi l i t y and v a l u i n g t h e n a t u r a l e nv i ro n m e n t , t h e br a n d a l l ows fo r t ra n spa re nc y, e n c o u r a g i n g t h e c o n su m e r t o lo o k t h ro u g h t h e i r ‘ F o o t pr i n t C h ro n i c l e s ’ , ‘ E nv i ro n m e n t a l & S o c i a l R e spo n si b i l i t y ’ a n d ‘ Ma t e r i a l s a n d Te c h n o l o g i e s ’ (E u . pa t a g o n i a . c o m , 2 0 1 7 ). Us i n g t h e i r so c i a l m e di a re a c h , we bs i t e , c a m pa i g n s a n d e ve n t s , Pa t a g o n i a t h e n re i n fo rc e t h i s v a l u e t o t h e publ i c , t h u s e m powe r i n g c o n s u m e r s t o l e a r n m o re a n d dr i ve po s i t i ve c h a n g e . T h i s l ove fo r t h e n a t u r a l e nv i ro n m e n t re so n a t e s t h ro u g h t h ro u g h t h e br a n d ’s e f fo r t s i n fi g h t i n g t o s ave t h e wi l d a n d h e l p de c l i n e ove r a l l e nv i ro n m e n t a l da m a g e ; By do n a t i n g 1 % o f t h e i r s a l e s t o e nv i ro n m e n t a l g ro u ps, Pa t a g on i a a re a bl e t o a c t o n t h i s v a l u e a n d h e l p pre s e r ve t h e pl a n e t (E u . pa t a g on i a . c o m , 2 0 1 7 ). Wor n We a r A se c o n da r y n o bl e v a l u e i s fo r Pa t a g o n i a ’s own pro du c t s , a n d t h e e m o t i o n a n d m e m o r i e s wh i c h t h e y be l i e ve l i e wi t h i n t h e i r c l o t h i n g. B y s e t t i n g u p a ‘ Wo r n We a r’ pro g r a m , t h e c o m pa ny i s a bl e t o e n s u re t h a t t h e pro du c t s t h e y s u pply l a s t fo r ye a r s , a s t h e y be l i e ve t h a t e a c h i t e m sh o u l d be val u e d a n d re pa i re d i f broke n (S e wa rd, 2 0 1 7 ). By o f fe r i n g a l i fe t i m e g u a re n t e e , Pa t a g o n i a e x t e n d t h e t i m e f ro m c r a dl e - t o - g r ave , wh i c h t h e y be l i e ve i s o n e o f t h e m o s t i m po r t a n t way s t o re d u c e ou r i m p ac t o n t h e pl a n e t (H owa rd, 2 0 1 6 ).

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patagonia: reach A s p revi ously di s c u ssed , Patago n ia str ive t o pre s e r ve t h e n a t u r a l e nv i ro n m e n t , a n d s e e k t o i m p l e m ent change th ro u gh th eir mar ket rea c h . In 2 0 1 4 a N i e l s o n re po r t n o t e d t h a t 5 5 p e rc en t o f ind i v idu las a re willing t o pay mo re for p rod u c t s a n d se r vi c e s i f t h e y b e l i e ve t h e c o m pa n y is ma k ing po sitive so cial a n d e n vi ron m e n t al i m pac t s (N i e l so n . c o m , 2 0 1 4 ) . Taki n g thi s i nto ac c o u n t, Patago n ia’s mar ke t i n g c a m pa i g n s su c h a s: R e spo n si bl e E c o n o my a n d Wo r n We a r c em ented th e b r an d ’s p o sitio n as se c o n d i n t h e 2 0 1 5 S u st a i n a bi l i t y L e a de r s R e po r t , a l l ow i n g t h e m to use thei r reac h to dr ive po sitive c h a n g e (Wa t so n , 2 0 1 5 ). T h i s m ar ket r each an d ‘an ti-growth ’ str at e g y n e e ds t o be c o n si de re d wh e n c re a t i n g th e t r e n d c o n ce pt for the br an d, as th is will en su re t h a t po si t i ve c o n n e c t i o n s c o n t i nu e t o be m a d e w i t h c o n s u mer s, and the d irec tio n is align ed wit h t h e br a n d e t h o s a n d pa s t c a m pa i g n s.

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new lifestyle: remain unsettled

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Overv ie w

T h e n e w l i fe st y l e i s bu i l t a ro u n d fre e d om , a n d e x pe ri e n c e s t a k i n g pr i o r i t y ove r a pe r s o n â&#x20AC;&#x2122;s phy si c a l we a l t h o f i t e m s . Wi t h a sh i f t i n H i e r a r c hy o f N e e ds (Ma sl ow, 2 0 1 3 ), t h o s e wh o fo l l ow t h i s n e w l i fe st y l e a re n o t i c i n g t h a t t h e y h ave n e w pri ori t i e s , a n d t h e i r bu y i n g be hav i o u r a n d s pe n di n g pa t t e r n s a re su bse q u e n t ly c h a n g i n g . Be l i e v i n g t h a t we e f fe c t i ve ly h ave e ve r y t h i n g we a l re a dy n e e d, t h o se l i v i n g t h i s l i fe st y l e h ave a re c e di n g i n t e re st i n own e r s h i p, a n d fo c u s o n l i v i n g m o re , wh i l s t b u yi n g l es s .

Lifesty le

T h i s de c l i n i n g i n t e re s t i n bu y i n g h o m e s a n d c a r s (R o bi n s o n a n d L a u g h l i n , 2 0 1 4 ), m e a n s t h a t m a ny o f t h o s e fo l l owi n g t h i s l i fe st y l e h ave se e n c h a n g e s i n t h e i r l i vi n g st a n d a rd s . R a t h e r t h a n t r a di t i o n a l h o m e s , a nu m b e r o f pe o pl e a re c h o o s i n g t o c u t l i v i n g e x p e n s e s , a n d e x pe r i e n c e n e w c u l t u re s by e i t h e r l i v i n g i n m o t o rh o m e s (In s i de E di t i o n , 2 0 1 6 ; Ja gn e a u x , 2 0 1 6 a n d S a n da l , 2 0 1 6 ), o r j o i n i n g c o - l i v i n g re s i de n c i e s (Be a r n e , 2 0 1 6 ). A l o n g wi t h t h i s , b ac kpac ki n g is be c o m i n g i n c re a s i n g ly po pu l a r wi t h t h o se l i v i n g t h i s l i fe s t y l e (M a c a d o, 2 0 1 4 ), a s s e e i n g t h e wo r l d a n d g a i n i n g n e w e x pe r i e n c e s i s be c o m i n g o f h i g h pr i o r i t y. T h i s de s i re t o t r ave l i s a l so di s t u rbi n g i n di v i d u a l s â&#x20AC;&#x2122; wo r k - l i fe ba l a n c e , a n d a nu m be r o f t h o s e fo l l owi n g t h e l i fe s t y l e a re fi n di n g n e w j o b s wh i c h fi t t h e i r n e e ds. T h e s e c a re e r s i nc l u d e bl o g g i n g , v l o g g i n g a n d f re e l a n c i n g (K e p n e s , 2 0 1 7 ; Ma t t h e ws, 2 0 1 7 a n d S t e e l e , 2 0 1 7 ) .

A ge

T h o se i nvo l ve d i n t h i s l i fe s t y l e a re n o t re st ri c t e d by a g e ; G e r a l di n e F o r s t e r i s 7 2 ye a r s o l d, a n d h a s re c e n t ly re t i re d a t t h e a g e o f 6 5 t o e m ba r k o n a g l o ba l a dve n t u r e , a n d be c o m e i nvo l ve d i n t h i s m ove m e n t (S i l ve r m a n , 2 0 1 7 a n d F o r s t e r, 2 0 1 7 ). G e re a l di n e i s a t y pi c a l fo l l owe r o f t h i s l i fe st y l e , a n d a c t s a s a ke y t a r g e t c o n s u m e r fo r t h e Pa t a g o n i a r a n g e .

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trend concept: ‘a backpacker’s essentials’ T he d irec tio n o f th is tren d co n c e pt s t e m s f ro m t h e n e w l i fe s t y l e , R e m a i n U nsettled . Th is n ew lifesty le i n di c a t e s n e w c on su m e r n e e d s , s u c h a s accessible , d u r able an d simp l e c l o t h i n g . Pa t a g o n i a wi l l re spo n d t o s u c h needs in th e fo r m o f ap parel, o f fe r i n g i n di v i du a l s t h e e s s e n t i a l s t h e y n e e d for back pack ing across th re e se ason s.

F i l l i ng the G a p

Patag o n ia c u r ren tly o f fer c lo t h i n g fo r c l i m be r s , s k i e r s a n d sn owbo a rde r s , suffer s, f ly fish er s an d r u n n er s (E u . pa t a g o n i a . c o m , 2 0 1 7 ). A s t h e y a l re a dy offer a so lid c o llec tio n fo r t h e s e s po r t s, t h e re i s a g a p i n t h e i r pro du c t r ang e fo r a c o llec tio n wh ic h fo c u s e s s pe c i fi c a l ly o n ba c k pa c ke r s. Ke y com petito r s su c h as Ber gh au s a n d F j a l l r ave n c u r re n t ly o f fe r ‘ e ve r y day l i fe ’ ki ts, wh ic h o pen u p th e tar ge t re a c h t o t h o s e wh o do n o t n e c e s s a r i ly t a ke par t in extreme sp o r ts (Ber g h a u s . c o m , 2 0 1 7 a n d F j a l l r ave n . c o. u k , 2 0 1 7 ). Si m i lar ly, Patago n ia sh o u ld re l e a se a ‘ Ba c k pa c ke r’s E s s e n t i a l s ’ c o l l e c t i o n , adher in g to th e n eeds o f th e ba c k pa c k i n g c u st o m e r.

S u pporting Bra nd Values

I n 2011, th e b r an d b egan th e i r pl e a t o u r g e o u t do o r s y c u s t o m e r s t o bu y l ess an d “sit o u t ‘Cy b er Mo n day ’ ” (S t o c k , 2 0 1 3 ). Ta k i n g i n spi r a t i o n f ro m thi s, th e tren d c o n c ept fo c u s e s o n c re a t i n g a si m pl e , e f fe c t i ve c a ps u l e col l ec tio n th at in c lu d es key n e c e s s i t i e s fo r S pr i n g , S u m m e r a n d A u t u m n . B y followin g th e b r an d ’s p lea , t h i s c o n c e pt t h e n c o n t i nu e s t o e n c o u r a g e . custo mer s to bu y less, an d su ppo r t s Pa t a g o n i a ’s c u r re n t br a n d v a l u e s.

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why is it right for patagonia?

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“cause no unnecessary harm”

T h i s tr end conc ept is r igh t fo r Patago n i a a s i t ru n s pa ral l e l wi t h t h e b ra n d ’s et h o s . T h ey r efer to th emselves as “reb els o f c o n s u m e r c u l t u re ” , a l i g n i n g t h e m se l ve s wi t h t h o s e w h o ar e par t o f th is lifesty le an d are a l s o re b e l l i n g a g a i n st m a i n st re a m va l u e s a n d a c tion s . As th e tar get c o n su mer str ive s fo r f re e do m a n d t r ave l l i n g t h e wo r l d, Pa t a g o ni a c a n of fer these i nd ivid u als th e n ec essities t h e y n e e d t o l i ve l i fe o n t h e g o, m a k i n g t h e i r j o u r n e y p re- em i nent. T h e b r an d believes “th e mo re yo u k n ow, t h e l e ss yo u n e e d” (E u . pa t a g o n i a . c o. u k , 2 0 17) , w hi ch a gain r u n s sid e-by -sid e wi t h t h e ph i l o so phy o f t h e n e w l i fe s t y l e .

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OU R V I S I O N

mood & colour Two key col our p alettes – ‘Bac kpac ker B a si c s ’ a n d ‘ C l a ss i c s ’ – se t t h e m o o d fo r t h i s t re nd concept. Widen in g th e tar get re a c h , t h e se t wo c o l o u r pa l e t t e s i n t ro du c e n e w tr end- l ed c o lo u r s to th e Patago n i a pa l e t t e , wh i l s t a l so ke e pi n g t h e o r i g i n a l f u n , youthful app eal o f th e ap parel. It i s i m po r t a n t t o n o t e t h a t Pa t a g on i a i s n ot a f ashion bra nd, “n o r d o e s i t h ave a ny i n t e n t i o n o f be c o m i n g o n e ” (B r anni gan, 20 16). Th is su ggests th at fo c u ss i n g s o l e ly o n fo re c a st e d c o l o u r s fo r S / S 18 woul d be th e wro n g move fo r t h e t re n d c o n c e pt , a n d i n s t e a d t h e pa l e t t e w i l l be spl i t i nto two. Patagoni a ofte n wo r k with a wide r an g e o f c o l o u r s , su pply i n g a nu m be r o f i t e m s i n up to twel ve c o lo u r way s; Th is su gge s t s t h a t fo c u s i n g o n a l a r g e c o l o u r pa l e t t e i s t he appr opr iate direc tio n to take for t h e ba c k pa c k i n g r a n g e .

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mood: backpacker basics Nat u re | Ex plore | Su s ta i na bi l i ty | Mi ni m a l

S t rate g y : ‘B ackpacker Basic s’ c o n n o tes n a t u re , e x pl or ati on, su stain ability, an d mini m a l i sm th rough i ts mu ted, n atu re-in spired pale t t e . By com pr i si ng col o u r s f ro m WGS N’s S /S 1 8 S l ow F u tur es and Core p alettes (Bo dd y, 2016), a l o n g w i th for ecasted c o lo u r s f ro m Premiere V i si o n (2 017) , thi s collec tio n in tro d u c es a n ew t re n dl e d aestheti c for Patago n ia. Bra n d Eth os: S tayi ng tr ue to th e b r an d eth o s, th is moo d a n d col our pal ette epito mises Patago n ia’s v a l u e s o f th e natur al enviro n men t, wh ilst also br i n g i n g S / S 18 tr end forec asts in to th e c o n c ept . Cu stome r: T h e tr end conc ep t fo c u ses o n n o spec i fi c a g e or gender, m ean in g th at th is gen d er- n e u t r a l col our pal ette will ap peal to th e mass m a r ke t ; In cl udi ng hues o f blu e , grey, green , and pi n k , th e r e i s an opt io n fo r ever y in d ivid u al.

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mood: classics C o l o u r fu l | Fu n | Young | Freed o m

S trate g y : F ocusi ng on co lo u r, play f u ln ess, yo u t h f u l n e s s a nd fr eedom , th is ‘Classic s’ mo o d an d c o l o u r p al ette i ncl udes c lash in g c o lo u r s an d br i g h t t ones. B y revisitin g Patago n ia’s c u r re n t c o l l ecti ons, an d dr awin g o u t key sh a de s t h a t a gai n com pl i m en t S /S 18 fo rec asts, th is pa l e t t e c o ntai ns key Patago n ia c o lo u r s an d inj e c t s a n e l em ent of fun to th e over all tren d c o n c e pt . B ra n d Eth os: B y dr aw i ng out th ese key c o lo u r s, th is m o o d a n d c o l our pal ette ac c u r ately rep resen ts Pat a g o n i a ’s c u r r ent br and aesth etic . In c o r p o r at i n g t h i s p al ette w i thi n t h e tren d c o n c ep t mean s t h a t t h e n e w r ange w i l l still in c lu de Patago n ia’s c u r re n t c o l our s, w i thou t regu r gitatin g a c o llec t i o n t h a t t h e br and has already c reated . C u s tome r: S t ayi ng tr ue to th e b r an d eth o s s u g g e s t s t h a t the cur r e n t tar get c o n su mer will st i l l be a ttr acted to th e n ew c o llec tio n ; th is m e a n s t h a t the key tar get c o n su mer will n o t be l o st .

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OU R CH OI CES

yarns, fabrics & technology T h e key fabr i cs fo r th is tren d c o n c ep t h ave be e n c h o se n du e t o a nu m be r o f s tr ategi c ai m s; E ac h f abr ic h as b een h a n d pi c ke d du e t o i t s we i g h t , du r a bi l i t y, e nvi r onm ental imp ac t an d su itab ility. T h e tr end conc ep t fo c u ses o n c reatin g ke y g a r m e n t s wh i c h c a n be u t i l i s e d a c ro s s thr ee seasons . Du e to th e n eed fo r li g h t , qu i c k - dr y i n g m a t e r i a l s , ya r n s su c h a s wo ol and fl eec e h ave n o t been selec te d.

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yarns, fabrics & technology: overview

S trate g y : The excl usi on o f wo o l, mo h air an d c a sh m e re i s due to the yar n s b ein g u n su itable fo r t h i s s peci fi c conce p t; A f ter p r imar y an d se c o n da r y re sear ch, i t was n o ted th at f leec e ma t e r i a l s s h oul d be avoid ed , d u e to th e d r y i n g t i m e a nd wei ght of th e yar n . Th e exc lu sio n o f ke y Pa tagoni a fab r ic s su c h as Go re-tex ® a n d Po l ar tec® Power S h ield ® Pro is again du e t o t he wei ght bein g u n su itable fo r a bac k pa c ke r’s c o l l ecti on. B ra n d Eth os: The tr end con c ept fo c u ses o n all f a br i c s c u r r ently used by Patago n ia, again allowi n g t h e r ange pl an to stay tr u e to th e br an d et h o s . T h e b r and cur r ently o f fer s a c o llec tio n o f 12 h e m pb ased gar m en ts (E u .p atago n ia.c o.u k, 2 0 1 7 ), a nd thi s r ang e plan will again in c o r po r a t e t hi s fabr i c fol lowin g S /S 18 textile fo re c a st s (Pr em i er e V i si on , 2017). C u stome r: B y i ncor por atin g key Patago n ia-e x c l u si ve f abr i cs, these key silh o u ettes will sat i s f y t h e c u r r ent consumer n eed s; Th is mean s t h a t t h e c o l l ecti on w i l l still be a go -to plac e fo r l oya l Pa tagoni a custo mer s. Th e in c lu sio n o f h e m p i n n ew si l houette s b ro aden s th e app eal, p u t t i n g a n ew tw i st on t h e c u r ren t pro du c t r an g e .

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“build Page 31 | A Backpacker’s E s s entials

the best product”

yarns & fabrics: our choices

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H e mp: T h e natur al fi bre h emp h as b e e n chosen as a key f ab r ic fo r th e t r end concep t d u e to its l ow i m pact on the enviro n men t, an d i ts for ecast fo r S/S 18. A s on e of the m ost d u r able n atu r al fi b re s ( Eu.patagonia.c o m, 2017), th e e - fi br e w i l l en su re th at th e p rod u cts w i l l l ast fo r lo n g time .

Recycle d N ylon : A n o th er natural e - fi re is rec y c led ny l o n . A g a i n a ke y e-fib re u s e d by t h e br a n d, rec y c led ny l o n r i pst o p i s u se d with in th e l i n i n g s o f t h e br a n dâ&#x20AC;&#x2122;s jac kets. T h e e - fi bre wi l l e n su re th at th e l i g h t - we i g h t f a br i c i s woven s o n o t e a r wi l l spre a d (Ripsto p s h o p. c o. u k , 2 0 1 7 ).

Re c yc l e d Pol ye st e r : R e c y c l e d po lye s t e r i s o ft e n u s e d by Pa t a g o n i a a s a su s t a i n a bl e o pt i o n t o f l e e c e ma t e r i a l s , ba s e l aye r s , sh e l l j a c ke t s a n d sh o r t s (E u . pa t a g on i a . c o m , 2 0 1 7 ). Wi t h i n t h i s r a ng e p l a n t h e po lye st e r wi l l be u s e d w i t h a D u r a bl e Wa t e r R e p e l l e n t (DWR ) fi n i sh (E u . p a t a g o n i a . c o m , 2 0 1 7 ), m e a n i n g t ha t f l e e c e wi l l be avo i de d, a n d a q u i c k dr y i n g o u t e r- sh e l l f a b r i c w i l l i n st e a d be u s e d.

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Org a n ic Cotton: O r gani c cotton will be blen ded w i th hem p w hen c reatin g a nu m ber of gar men ts. Or gan ic cotton w i l l not be u sed o n its ow n agai n due to th e weigh t b e i n g hi gher than h emp. S tay in g tr u e to Patagonia’s fo c u s o n or g ani cal ly gr ow n e-fib res, th e i n cl u si on of or gan ic c o tto n will re i n for ce the br an d eth o s.

H2No Pe r for m a n c e St a nda rd Sh e l l : 2 .5 l aye r : Patago n ia c u r re n t ly o f fe r t h re e fo r ms o f H 2 N o Pe rfo r m a n c e S tan dard S h e l l : 2 - l aye r, 2 . 5 - l aye r an d 3 - l aye r (E u . pa t a g o n i a . c o m, 20 1 7 ). A l l t h re e o pt i o n s o f fer a c o m pl e t e ly wa t e r pro o f , win d pro o f a n d bre a t h a bl e f a br i c , h owever 2 . 5 - l aye r i s e x t re m e ly pac kable , m a k i n g i t t h e c o r re c t c h o ic e fo r a ba c k pa c ke r’s c o llec tio n . T h i s s h e l l h a s a l s o been c h o s e n a s a l i g h t - we i g h t alter n ative t o G o re - t e x ®.

C a pe l i n e ® Pol ye st e r : T h i s f a br i c h a s be e n se l e c t e d a s i t wi c k s m o i st u re away f r o m t h e bo dy, a n d i s a f a s t dr y i ng f a b r i c , du r a bl e f a br i c wh i c h i s g r e a t fo r wh e n o n t h e g o. Pa t a g o n i a a g a i n o f fe r t h re e o pt i o n s fo r t h i s ba se l aye r : T h e r m al We i g h t , Mi dwe i g h t a n d L i g h t we i g h t . T h e C a pi l e n e ® L i g h t we i g h t w i l l b e u se d a s i t i s t h e f a s t e s t - d r y i n g , a n d m o st l i g h t we i g h t o n o f fe r, a g a i n m a k i n g i t m o st s u i t a bl e fo r t h i s r a n g e (E u . p a t a g o n i a . c o m 2 0 1 7 ).

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technology: our choices

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D W R (DUR A BLE WATE R R EP ELL EN T) DW R i s a tech n o lo gy wh ic h Patagoni a cur r e n tly u se to re p e l l i ght r ai n an d sn ow, w h i l s t decr easi ng dr y in g time (E u .p atagoni a.com, 2017). Th is te ch n ol ogy w i l l be u sed o n th e ou t e r- shel l of j ac kets to en su re th a t the custom er is kep t dr y. DW R w i l l al so b e u sed o n tr i m m i ngs such as zips to en su re th a t w ater i s kept o u t.

H2No Pe r for m a n c e St a nda rd Patago n ia t e st e a c h f a br i c by measu r in g wa t e r pro o f n e ss , breath abi l i t y and du r a bi l i t y th ro u gh a nu m be r o f v i g o ro u s tests. Wh e n a f a br i c pa s s e s th ese t e s t s i t a c h i e ve s t h e ‘H2No Pe rfo r m a n c e S t a n da rd’ statu s. F o r t h i s r a n g e pl a n th e 2.5 H 2 N o Pe rfo r m a n c e S tan dard S h e l l f a br i c i s u se d. Usin g th i s t e c h n o l o g y Pa t a g o n i a will en su re t h a t t h e Ba c k pa c ke r’s Basic s c o l l e c t i o n wi l l be o f t h e h igh est q u a l i t y.

PO LYG IEN E® O D O R CON T RO L Avo i di n g bu i l d u p of o d o rc a u si n g ba c t e r i a , t h i s t e c h n o l o g y wi l l a l l ow t h e c u st o m e r t o we a r t h e i r g a r m e n t m o re , a n d w a s h i t l e ss . A s t h e t a r g e t c o ns u m e r i s so m e o n e wh o i s o n - t he - g o, t h e u se o f Po ly g i e n e ® O do r C o n t r o l wi l l a l l ow t h e c o l l e c t i o n t o b e m o st s u i t e d t o t h e i r n e e d s .

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UPF PROTECTION

A nu mb er o f key silh o ue t t e s ensu re th at th e c u st o m e r w i l l ac h ieve h igh -q u ality s u n pr o tec tio n wh ilst b ac kpa c k i n g . T his ad ds a f u r th er ben e fi t t o the c o llec tio n an d provide s a uniqu e sellin g p o in t.

B LU ESIG N ® APPROVED F o l l owi n g Pa t a g o n i a ’s br a n d e t h o s a n d v a l u e o f t h e e nv i ro n m e n t , a nu m be r o f g a r m e n t s wi t h i n t h i s c o l l e c t i o n wi l l c o n t i nu e t o be Bl u e s i g n a pprove d. T h i s e n su re s t h a t t h e t e x t i l e s u pply c h a i n u t i l i se s t h e a pprove d “ c h e m i c a l s, pro c e s s e s , m a t e r i a l s a n d pro du c t s ” (E u . pa t a g o n i a . c o m , 2 0 1 7 ) wh i c h a re s a fe fo r t h e e nv i ro n m e n t , wo r ke r s a n d t h e e n d c u s t o m e r.

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O U R CH OI CE S

key silhouettes: a backpacker’s essentials

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St rat e g y: N i n e ke y si l h o u e t t e s h ave be e n c h o s e n fo r t h i s t re n d c o n c e pt , c re a t i n g a c a psu l e c o l l e c t i o n w h i c h c a n be a dde d t o i n t h e f u t u re by Pa t a g o n i a . T h e r e i s a s t ro n g fo c u s o n g e n de r- n e u t r a l s i l h o u e t t e s , a l l owi n g fo r t h e bro a de st c o n s u m e r a p p e a l a s po s s i bl e . By a n t i c i pa t i n g l o n g - t e r m c u s t o m e r n e e ds , t h e s e si l h o u e t t e s h ave be e n c h o s e n a n d m a n i pu l a t e d f ro m WG S N ’s S /S 1 8 , A/ W 1 7 a n d A /W 1 8 c o l l e c t i o n s, e n s u r i n g t h e c o ll e c t i o n i s a g o - t o h u b fo r S pr i n g , S u m m e r a n d A ut u m n . B ra n d Et h os: A dh e r i n g t o Pa t a g o n i a ’s br a n d e t h o s , t h e c o l l e c t i o n t a ke s i n spi r a t i o n f ro m a nu mb e r o f ke y st y l e s wh i c h t h e y c u r re n t ly o f fe r. By c o m b i n i n g t h e se ke y s t y l e s wi t h si l h o u e t t e s f ro m W G S N , t h e n e w c o l l e c t i o n re f l e c t s t h e br a n d e t h o s , w h i l s t a l so s t ay i n g o n t re n d. C u st om e r : T h e c o l l e c t i o n h a s be e n de ve l o pe d a f te r a n a ly s i n g a n d u n de r st a n di n g t h e n e e ds o f bo t h b a c k p a c ke r s ’ a n d Pa t a g o n i a ’s t a r g e t c u st o m e r ; T h i s m e a n s t h a t e a c h ke y si l h o u e t t e m e e t s t h e re qu i r e m e n t s o f m a l e a n d fe m a l e t r ave l e r s. A l l s i l h o u e t t e s h ave be e n c a re f u l ly c o n st r u c t e d t o g u a r a n t e e t h a t t h e c u st o m e r g e t s t h e f u l l be n e fi t o f e ve r y i t e m . A n e x a m pl e o f t h i s i s t h e u s e o f a 2 - i n- 1 f u n c t i o n , a l l owi n g a nu m be r o f s i l h o u e t t e s t o b e wo r n i n mu l t i pl e way s , o n mu l t i pl e o c c a si o n s .

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U. BA C K PA C K JA C K E T

SIZE: XXS - XXL

CO MPO S I T I ON:

H2No Perfor mance Standard Shell: 2.5-layer 100% recycled nylon r ipstop with a water proof/ breathable bar r ier Bluesign approved DWR finish

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K EY FEAT UR E S: ( 1 ) H ood w i th bu ilt in c ap. ( 2 ) Dr aw str i ngs to tigh ten th e h o o d fo r wa r m t h - D u r a bl e We a t h e r R e s i s t a n t s t o r m f l a p a t the top of z ipp er. ( 3 ) Bui l t i n detach able bac kp ac k, with D u r a bl e We a t h e r R e si s t a n t c o a t e d z i ppe r, c l a sps t o u n c l i p, and a pop bu tto n . Bac kp ac k d o u bles u p i n t o a st u f f s a c k wi t h c l i p- i n l o o p. ( 4 ) L ocker- l oop fo r h an g dr y in g ( 5 ) T hum b l oops ( 6 ) Two ventel ated mesh f ro n t po c kets, w i t h wa t e r t i g h t z i ppe r s ( 7 ) F ul l center- fr on t zipp er, with D u r able We a t h e r R e pe l l e n t c o a t i n g ( 8 ) Inter i or chest p o c ket D E S CR I PTI ON: A ke y si l houette fo r th e S /S 18 c o llec tio n i s a c o m bi n a t i o n o f WG S N si l h o u e t t e s f ro m A / W 1 8 an d S/ 18; T hi s ensu res th at th e c u sto mer c a n u t i l i se t h e g a r m e n t t h ro u g h o u t s e a s o n s . Ta k i n g a n e l e ment fr om the r igh t-h an d S /S 18 jac ke t , t h e fi n a l s i l h o u e t t e wi l l i n c l u de dr aw st r i n g s o n t h e h o o d , al l ow i ng th e wearer to tigh ten it if n e e de d. T h e j a c ke t wi l l be m a de f ro m 2 . 5 - l aye r H 2 N o ® Pe rfo r m ance Stand ard Sh ell b ec au se th is f a br i c i s l i g h t we i g h t , du r a bl e a n d c o m pre ss i bl e . Av a i l a bl e i n fo u r ‘B ackpacker Basic s’ c o lo u rway s an d t wo ‘ C l a s s i c s ’ , t h i s j a c ke t i s s u i t a bl e fo r bo t h g e n d e r s .

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BA C K PA C K E R BA S I C S C O L O U R WAYS

C L A S S I C S C O L O U R WAYS

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U. A N O R A K

SIZE: XXS - XXL

COMPOSITION: H2No Perfor mance Standard Shell 2.5-layer 100% recycled nylon face with a water proof/ breathable bar r ier /33 Bluesign approved DWR finish

K EY FEAT UR E S: ( 1 ) H ood w i th elastic bin d in g ( 2 ) Inner, detacha ble h o o d / f ac e sleeve , a g a i n wi t h e l a st i c bi n di n g a n d po p bu t t o n s t o a t t a c h t o th e o uter l ayer ( 3 ) O ff the shoulder seams to avo id c h afi n g ( 4 ) Two- w ay- adj u stable h o o d with d r awst r a n g a n d t o g g l e s ( 5 ) Two exter i or f ro n t po c kets with DW R c o a t e d z i ppe r s . L e f t h a n d po c ke t do u bl e s up i n t o a s tu f f sack w i th car ab in er c lip ‑in lo o p ( 6 ) S tr etch bi ndi ng at th e c u f f s

( 7) Adj u st a bl e dr awc o rd h e m s e a l in w ar mth ( 8) Fu l l ce n t e r- f ro n t zippe r, wit h D u r able Weather R epellent coati ng ( 9) Two i n t er i or c h e s t po c ke t s

D E S CR I PTI ON: T h i s a nor ak can b e u sed th ro u gh o u t th re e se a s o n s du e t o i t ’s de t a c h a bl e , s t ow- away f a c e s l e e ve . T h e e xter nal snug -fittin g h o o d c o mes with e l a s t i c bi n di n g t o l o c k i n t h e h e a t a n d ke e p t h e h o o d i n cl o s e pr oxi m i ty to th e f ac e . With th ree ex t e r i o r po c ke t s, a n d t wo i n t e r i o r, t h e re i s su f fi c i e n t r o o m to h o l d technol ogy, map s an d b ac kpac kin g e ss e n t i a l s . A re f l e c t i ve Pa t a g o n i a l o g o l i e s o n t h e r e a r o f th e a nor ak, safegu ard in g th e wearer in the da r k .

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BA C K PA C K E R BA S I C S C O L O U R WAYS

C L A S S I C S C O L O U R WAYS

Page 41 | A Backpackerâ&#x20AC;&#x2122;s E s s entials

U. 2 - I N - 1 JA C K E T

SIZE: XXS - XXL

COMPOSITION: Outer shell: Water-resistant, insulated, 100% recycled polyester jacket DWR Finish Inner layer : Capeline polyester Polar tec® Power Gr id™ fabr ic . - lightweight Polygiene Per manent Odor Control

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K EY FEAT UR E S: ( 1 ) S tand- up col lar with stowaway h o o d ( 2 ) Zi p- out base layer attac h es to sh ell wi t h c e n t re - f ro n t z i ppe r a n d sn a p- l o o ps a t c u f f s a n d t h e b a ck of the neck ( 3 ) F ul l l ength cen tre-f ro n t zip per o n in ne r a n d o u t e r l aye r s ( 4 ) Two exter i or f ro n t po c kets with mesh l i n i n g , DWR c o a t e d z i ppe r s ( 5 ) In ner base- l ayer bac k po c ket with zip pe r ( 6 ) S haped cuffs u se a tapered tab self -f a br i c c l o s u re ( 7 ) A dj ustabl e dr awc o rd h em to seal in w a r m t h ( 8 ) Inner l ayer, th u mb lo o p s fo r c o mfo r t D E S CR I PTI ON: T h i s 2- i n- 1 S/ S 1 8 WG S N silh o u ette will be c o m bi n e d wi t h a nu m be r o f fe a t u re s f ro m p r e v i o u s Patagoni a j ackets. Th e exter n al jac ket wil l h ave a s t ow- away h o o d, m a k i n g i t a g re a t t r a n s i t i o n a l p i e ce for betwee n seaso n s. Avo idin g th ick f l e e c e m a t e r i a l s, t h e i n n e r j a c ke t wi l l be m a d e f r o m on e of Patagoni a ’s Cap elin e po lyester b a s e l aye r s - Po l a r t e c ® Powe r G r i d™ f a br i c . T h i s f a b r i c con t r ol s odor, w i cks mo istu re away f ro m t h e s k i n , h e l ps yo u t o bre a t h e e f fi c i e n t ly a n d a l s o d r i e s f a s t. The i nner- l ayer c an be d etac h ed u sin g t h e c e n t re - f ro n t z i ppe r. T h e i n n e r l aye r a l so c om e s w i t h a c o nveni ent back p o c ket to sto re essent i a l s. Ma k i n g t h e si l h o u e t t e a ppro pr i a t e fo r ba c k p a c ke r s , th e re w i l l be two f ro n t, mesh lin ed po c ke t s a dde d t o t h e WG S N s i l h o u e t t e .

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BA C K PA C K E R BA S I C S C O L O U R WAYS

C L A S S I C S C O L O U R WAYS

Page 43 | A Backpackerâ&#x20AC;&#x2122;s E s s entials

U. W I N D P R O O F P U L L OV E R

SIZE: XXS - XXL

COMPOSITION: Water-resistant , 2.5 layer H2No Perfor mance standard DWR finish UPF finish

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K EY FEAT UR E S: ( 1 ) Two- w ay adj u stable h o o d with a lami n a t e d v i s o r ( 2 ) C enter- fr ont to r so po c ket lar ge en o u g h fo r m a p s t o r a g e , we l t e d e x t e r i o r st o r m f l a p a n d DW R ( dur abl e w ater repellen t)-treated zi ppe r (3) Inter i or phone -sized mesh p o c ket, wit h sm a l l h o l e fo r h e a dph o n e s t o c o m e t h ro u g h . DW R fi n i s h on thi s seam. ( 4 ) Two exter i or f ro n t po c kets with mesh l i n i n g , DWR c o a t e d z i ppe r s ( 5 ) A dj ustabl e dr awc o rd h em to seal in w a r m t h ( 6 ) E l asti cated cu f f s ( 7 ) Mesh neck l i ne revealed wh en zip per i s pu l l e d down t o ke e p wi n d away a n d bu g s o u t . D E S CR I PTI ON: T h i s long sl eeve p u llover c ago u le f ro m W G S N wi l l a c t a s a ke y si l h o u e t t e fo r t h e Pa t a g o ni a r a n g e . S i mi l ar ly to that o f th e c ago u le Patago n ia a l re a dy se l l , t h e Ba c k pa c ke râ&#x20AC;&#x2122;s E ss e n t i a l s c a g o u l e w i l l h ave a l ar g e centr e poc ket, with an ad ditio n al two po c ke t s a t t h e bo t t o m . A s a n u pda t e f ro m t h e c a g o u l e Patagoni a cur r ent ly o f fer, th ere will be n e w fe a t u re s wh i c h m a ke i t pe rfe c t fo r t h o se o n - t h e - g o we a re r s. T he cur ren t c ago u le is mad e f ro m 2 . 5 l aye r H 2 N o Pe rfo r m a n c e S t a n da rd S h e l l , a n d w h i l s t th e new r el ease will also be made f ro m t h i s m a t e r i a l , i t wi l l h ave bu i l t i n U PF t o ke e p t h e we a r e r d r y and pr otected f ro m th e su n in war me r c l i m a t e s. L i g h t we i g h t a n d pa c k a bl e , t h i s pu l love r i s a ve r s ati l e pi ece .

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BA C K PA C K E R BA S I C S C O L O U R WAYS

C L A S S I C S C O L O U R WAYS

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U. G R A P H I C T - S H I R T

COMPOSITION: 50% or ganic cotton 50% hemp

SIZE: XXS - XXL

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K EY FEAT UR E S: ( 1 ) L ogo i s m ade fo m sc reen -p r in t in ks: P V C a n d ph t h a l a t e - f re e ( 2 ) C r ew neck ( 3 ) Off- shoul der seams fo r ease o f move m e n t ( 4 ) Locker- l oop fo r h an g dr y in g D E S CR I PTI ON: P u tti n g a tr end- l ed sp in o n th e c u r ren t Pa t a g o n i a l o g o t - s h i r t , t h e S /S 1 8 pi e c e wi l l be ma d e f r o m th e for ecasted S/ S 18 textile , h emp. H emp h a s s pe c i fi c a l ly be e n c h o s e n fo r t h i s pi e c e , a s t h e n o n s yn t heti c m ater i a l keeps th e t-sh ir t ligh twe i g h t a n d bre a t h a bl e , wh i c h i s pe rfe c t fo r ba ck p a c k i n g . It w i l l al so keep th e wearer c o o ler in t h e h o t t e r c l i m a t e s, o ppo se d t o st a n da rd 1 0 0 % c o t t o n . Av ai l abl e i n new c o lo u rway s, th is also u p da t e s t h e c l a s s i c t - s h i r t a n d br i n g s a s e n s e o f e x c l u s i v i t y to th e B ackpacker’s E ssen tials r an ge .

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BA C K PA C K E R BA S I C S C O L O U R WAYS

C L A S S I C S C O L O U R WAYS

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W. 2 - I N - 1 S H O R T S

COMPOSITION: Outer layer : Dur able 91% recycled polyester 9% spandex stretch-woven blend. DWR finish UPF finish Polygiene per manent odor control. Base layer : 85% recycled nylon 15% spandex with an antimicrobial finish.

SIZE: XS - XL

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K EY FEAT UR E S: ( 1 ) E xter nal dr awstr in g waistban d fo r secu re fi t ( 2 ) Exter nal pocket o n b ac k fit fo r ph o n e , ke y s , e s s e n t i a l s , fi n i s h e d wi t h z i ppe r a n d l o o p ( 3 ) Basel ayer yoga sh o r ts u n der o u ter sh e l l fo r a 2 - i n - 1 fi n i sh ( 4 ) B asel ayer shor ts h ave two exter n al p o c ke t s fi t fo r g u m , ke y s o r sm a l l e s s e n t i a l s . ( 5 ) Wi de , fl at w a istb an d o n th e yo ga sh o r t s fo r c o m fo r t a bl e fi t u n de r n e a t h o u t e r l aye r, o n o n th e i r ow n. D E S CR I PTI ON: T h e s e on- tr end S/S 18 2-in -1 sh o r ts are e x c l u s i ve t o t h e n e w r a n g e . A l t h o u g h t h e y c a r r y a s i m i l a r ae s theti c to the c lassic Patago n ia Str id er Pro R u n n i n g S h o r t s , t h i s n e w si l h o u e t t e c o m e s w i t h a b a s e l ayer shor t un d er n eath . Perfec t fo r tr ave l l i n g , t h e se s h o r t s g i ve t h e fe m a l e we a re r t he o p t i o n of t wo pai r s of sh o r ts in th e spac e o f o ne . T h e o u t e r l aye r i s m a de f ro m 9 0 % re c y c l e d p o lye s t e r an d 9 % spandex stretc h -woven blen d, giv i n g t h e we a re r t h e f re e do m o f m ove m e n t , a n d m a k i n g th e m sui tabl e for r u n n in g, lo u n gin g aro u n d , o r l o n g wa l k s. Wi t h a n a dde d U PF fi n i sh , t h e sh o r t s w i l l ke e p the wear er pro tec ted th ro u gh o u t the su m m e r m o n t h s.

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C L A S S I C S C O L O U R WAYS

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M. 2-IN-1 SHORTS

SIZE: XS - XL

COMPOSITION: Outer layer : Lightweight, dur able 100% recycled polyester r ipstop fabr ic DWR finish UPF finish. Base layer : 72% recycled polyester 28% spandex stretch.

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K EY FEAT UR E S: ( 1 ) El asti cated w aist fo r c o mfo r t an d secu re fi t ( 2 ) Two exter nal p o c kets fin ish ed with DWR z i ppe r s a n d dr a i n - a n d- dr y m e sh po c ke t ba g s ( 3 ) E xter nal shor ts h ave a DWR fin ish an d a qu i c k - dr y i n g m e sh l i n e r ( 4 ) Exter nal shor ts stu f f in to lef t po c ket. ( 5 ) B asel ayer shor ts h ave a wide , f lat waist ba n d fo r c o m fo r t a bl e fi t ( 6 ) S eam s acr oss b aselayer fo r extr a c o m fo r t a n d e a s e o f m ove m e n t D E S CR I PTI ON: S i mi l ar ly to that o f th e 2-in -1 wo men ’s S /S 1 8 s h o r t s, t h e se m e n ’s s h o r t s br i n g s o m e t h i n g n e w to Patagoni a. T he b r an d c u r ren tly sell D i r t C r a f t Bi ke S h o r t s wh i c h c o m e wi t h a 2 - i n - 1 f u n t i o n , h owe ver they do n o t sell a pair o f sh o r ts wi t h a n o u t e r s h e l l m a de f ro m 1 0 0 % re c y c l e d p o lye s t e r r i p s t op fabr i c . T h is n ew silh o u ette b r in gs a spo r t s - i n s pi re d, c a s u a l l l o o k t o t h e c u r re n t D i r t C r a f t S h o r t s, and keeps th em ligh tweigh t fo r p a c k i n g . A g a i n fi n i sh e d wi t h U PF, t h e sh o r t s a re g r e a t fo r th e h otter cl i m ates.

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C L A S S I C S C O L O U R WAYS

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U. D R O P C R O T C H H E M P T R O U S E R S COMPOSITION: 55% Hemp 45% or ganic cotton with a linen-like dr ape

SIZE: XXS - XXL

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K EY FEAT UR E S: ( 1 ) E l asti cated waist with an exter io r dr awc o rd ( 2 ) Two si de pockets fo r extr a c o mfo r t wh e n l o u n g i n g ( 3 ) Two patch poc kets o n th e rear to h o l d i t e m s ( 4 ) E l asti c cuffs ( 5 ) Extr em e dr op c ro tc h fo r extr a c o mfor t D E S CR I PTI ON: T h i s key si l houett e again ad ds a tren d-in spi re d spi n t o t h e br a n d by re fe r r i n g ba c k t o a for e c a s t e d W G S N si l houette an d textile . A lth o u gh si m i l a r t o t h a t o f t h e h e m p j o g g e r s Pa t a g o n i a a l r e a d y s e l l , thi s updated silh o u ette fo c u ses o n a h a re m fi t r a t h e r t h a n s l i m fi t . T h e s h a pe i n c l u de s a d r o p cro t ch, m aki ng the gar men t p ar tic u lar ly c o m fo r t a bl e a n d g re a t fo r t r ave l l i n g . S u i t a bl e fo r b o t h ge n d er s, thi s si l hou ette takes in spir atio n f ro m h a re m t ro u se r s t h a t a re s o l d a c ro ss t h e g l o b e a n d are often popul ar with bac kp ac ker s. A s thi s si l h o u e t t e t a ke s a t wi st o n a c u r re n t Pa t a g o n i a s h a p e , an d c om bi nes i t with a p o pu lar sh ap e wor n by ba c k pa c ke r s, i t m a ke s t h e g a r m e n t fi t t i n g fo r t h e b r an d.

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BA C K PA C K E R BA S I C S C O L O U R WAYS

C L A S S I C S C O L O U R WAYS

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U. H I K I N G S O C K S COMPOSITION: 58% or ganic cotton 26% recycled polyester 15% nylon 1% spandex

UK 3-7 or UK 7 - 11

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K EY FEAT UR E S: ( 1 ) L i ght cushi on in g u n d er th e fo o t fo r c o m fo r t o n l o n g wa l k s ( 2 ) F i tted fr om th e h eal fo r a sec u re fit, avo i di n g bl i st e r s ( 3 ) C al f hei ght, with great stretc h an d re c ove r y ( 4 ) Patagoni a l og o o n th e to p o f th e fo o t D E S CR I PTI ON: T h i s u ni sex pai r o f h ikin g so c ks will h elp t o m a ke l o n g wa l k s a n d h i ke s e a s i e r. U si n g a c o m fo r t a bl e bl e n d of or gani c c o tto n , rec y c led po lyest e r, ny l o n a n d s pa n de x , t h e s e s o c k s c u s h i o n t h e fo o t a n d cre a te suppor t for th e an kle . A f ter p r im a r y a n d se c o n da r y re s e a rc h , i t wa s n o t e d t h a t “ e x t r a th i ck” or “ too m a ny so c ks” sh o u ld be avo i de d, a n d i n st e a d o n e pa i r o f g o o d so c k s sh o u l d b e wo r n (B a ckpacker s, 2017). Takin g th is in fo r mat i o n i n t o a c c o u n t , a c a re f u l ly c o n st r u c t e d pa i r o f h i k i n g s ocks w i l l consti tute th e fin al key silh o u et t e fo r t h e c o l l e c t i o n .

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BA C K PA C K E R BA S I C S C O L O U R WAYS

C L A S S I C S C O L O U R WAYS

Page 55 | A Backpackerâ&#x20AC;&#x2122;s E s s entials

RA NGE P L A N & P R IC I NG

£190

£100

£150

£28

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£170

£60

£16

£70

£60

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s/s 18 Page 58 | A Backpackerâ&#x20AC;&#x2122;s E s s entials

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Page “use business to inspire”

60 | A Backpacker’s E s s entials

OUR VI SION

retailing

A dditiona l Items

A nu m be r o f Pa t a g o n i a ’s c u r re n t p r o d u c t s wi l l be av a i l a bl e t o pu rc h a s e a l o n g s i d e t h e collection of garments. These include: • La rg e Pa t a g on i a b ac kpac ks • D ayp ac ks • Wat e r bot t l e s T h e i t e m s wi l l be l o c a t e d i n t h e sa m e a r e a a s t h e c o l l e c t i o n i n - s t o re , so t h a t c us t o m e r s c a n a i m fo r o n e spa c e t o fi n d a l l t h e i r e ss e n t i a l s . In a ddi t i o n t o t h e pro du c t s Pa t a g o n i a a l r e a d y se l l , t h e g a r m e n t s wi l l be re l e a se d t o g e t h e r wi t h : • D r y ba g s • Pac k c ove rs • Q u i c k- d r y t owe l s • Pat a g on i a ‘ B ac kpac ke r ’s Esse n t i al s Re a de r ’ – a g u i de t o m a k i n g t h e m o st o u t o f t r ave l l i n g .

J ustifica tion

T h e se a ddi t i o n a l items h ave been qu o t e d a s “ t r i p e ss e n t i a l s ” (G a p Ye a r, 2 0 1 7 ; G a pye a r t r ave l s t o re . c o m , 2 0 1 7 a n d R e c re a t i o n a l E qu i pm e n t In c , 2 0 1 7 ) , a n d wi l l be av a i l a bl e t o pu rc h a s e a l o n g s i d e t h e c o l l e c t i o n o f g a r m e n t s . T h i s c rea t es a b ac kpac ke r ’s h u b , a n d h e l ps t o b r i n g t h e wh o l e t re n d c o n c e pt t o g e t h e r. It p r ov i d e s n e w fo r m s o f re ve nu e fo r Pa t a g on i a , a n d a l so e n su re s t h a t t h e Ba c k pa c ke r’s Es s e n t i a l s c o l l e c t i o n i s a g o - t o fo r c u s t o m e r s . A nu m be r o f bo o k s a re c u r re n t ly av a i l a bl e t o pu rc h a se f ro m Pa t a g o n i a , wh i c h su g g e s t s t h a t re l e a s i n g a n e w bo o k wi t h t h e c o l l e ct i o n w i l l be a ppro pr i a t e fo r t h e br a n d. A l o n g w i t h t h i s, re fe r r i n g ba c k t o t h e br a n d’s m i s s i o n st a t e m e n t : ‘ u s e bu s i n e s s t o i n s p i r e a n d i m pl e m e n t so l u t i o n s t o e nv i ro n m e n t a l c r i s i s ’ , t h i s bo o k wi l l h e l p t o i n spi re ba ck p a c ke r s a n dEcsos nentials t i nu e t o re i n fo rc e t h e m i s s i o n . Page 61 | A Backpacker’s

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O U R VI S I ON

retailing

Vi s ual Me rcha ndi s ing

Agai n usi ng busi ness to in sp ire , th e visu a l m e rc h andi si ng of Patago n iaâ&#x20AC;&#x2122;s bu siest sto re s w i l l a i m to in spire cust om ers to th ink ab o u t, or em bar k o n th eir tr avels. In o rde r to cr eate thi s in sp ir atio n , a nu mb er o f p o l a roid ph ot og ra phs will c over o n e w a l l adj acent to th e c o llec tio n . Besid e thi s th e re w i l l be a wall with a travel film p roj e cted on i t, u sin g real exp er ien c e s to a gai n i nspi r e c u sto mer s an d c reate a n ove r al l m oti vati ng th eme ac ro ss th e tren d con c e pt . B y al l o c atin g a p o r tio n o f the bu d g et to vi sual merc h an disin g, th is w i l l cre a te a seam l ess atmo sph ere ac ro ss sto re s, an d wi l l al l ow custo mer s ac ro ss th e wo r l d to b e com e i nvol ved in th e c o n c ep t.

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O U R VI S I ON

experiential marketing

Vi s i o n

E x p e r i enti al m ar ketin g will be u sed in -store t o i n spi re c o n s u m e r s a n d c re a te f ac e -to- f ace interact ion be t we e n br a n d a n d c o n su m e r. T h e u se of vi r tua l reality h ead sets in key st o re s wi l l a l l ow c u st o m e r s to v i r tual ly exper ien c e bein g in bu c ke t - l i st - d e st i n a t i on s aro u nd the wor l d . Th is str ategy o f m ot i va t i n g c u st om e r s t o tr ave l m ay poten tially r aise sales an d sp e e d u p pu rc h a si n g de c i si o n s , as th o se w ho come away f ro m th e vir tu al re a l i t y fe e l i n g i n s pi re d m ay p u rc h ase i n- stor e . J us tif ic ation O f fe r i ng vi r tual reality to a gen er atio n o f t e c h n o l o g i c a l ly - dr i ve n cu s t om er s w i l l help to tu r n Patago n ia st o re s i n t o a de s t i n a t i o n o f e x p e r i ences, w hi ch c an n o t be gain ed wh e n sh o ppi n g o n l i n e (H a l z a c k , 2 0 1 5 ) . Al though th e tar get c o n su mer is n o t re s t r i c t e d by a g e , t h e re h a s been a subst an tial r ise in millen n ial t r ave l a n d ba c k pa c k i n g , a n d by i ntr oduci ng vir tu al reality to th e br an d t h i s h o pe s t o a t t r a c t t h e atte nti on of the yo u n ger tar get au d ien c e . B y fo cusi ng on t h is millen ial c o n su mer, t h e l o n g - t e r m be n e fi t m ay b e t hat Patagonia are able to c reate a st ro n g e r c o n n e c t i o n wi t h th i s a ge gr oup. T h is mean s th at th e yo u n g e r c o n su m e r m ay be c o m e m ore aw ar e of th e ef fec ts o f th eir purc h a s i n g de c i si o n s o n t h e e nv i ronm ent, and over all th is may h elp Pa t a g o n i a â&#x20AC;&#x2122;s m i ss i o n t o â&#x20AC;&#x2DC; c a u se

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never stop exploring

Page 66 | A Backpackerâ&#x20AC;&#x2122;s E s s entials

conclusion To c o n c lu de , wh e n de ve l o pi n g ‘ A Ba c k pa c ke r’s E ssen tials’, fo r Pa t a g o n i a S /S 1 8 , t h e s t r a t e g y, custom er a nd b ra n d e t h os h a ve re g u l a rl y been referred ba c k t o . By do i n g t h i s, t h e di re c t i o n o f th e tren d stay s re l e v a n t a n d t r u e t o t h e br a n d’s c u ltu re , an d th e c on s u m e r n e e ds. T h e c o n c e pt t a ke s d irec tio n in spir ation f ro m t h e m a c ro t re n d: R e m a i n Un settled , h owever i t a l so r u n s pa r a l l e l wi t h t h e c u r re n t Patago n ia c o n su mer, a l l owi n g t h e br a n d t o ke e p l oya l c u sto mer s. Th e lon g - t e r m n e e ds o f t h e c o n s u m e r h ave b een c o n sidere d t h ro u g h o u t t h e de ve l o pm e n t o f th is c o n c ept, en su r in g t h a t e a c h i n di v i du a l wi l l be a bl e to wear th eir gar me n t s fo r a l o n g pe r i o d o f t i m e , a n d n o t merely o n e sea s o n . In t h e f u t u re Pa t a g o n i a c o u l d th en in tro du c e ad di t i o n a l g a r m e n t s t o t h e r a n g e , a n d c o n tinu e to f u lfil th e c u st o m e r n e e ds . By c o m bi n i n g th e key silh o u ettes wi t h i n - st o re v i s u a l m e rc h a n di si n g an d vir tu al reality, t h e br a n d wi l l be a bl e t o c re a t e exper ien c es fo r th e c o n s u m e r a n d i n s pi re i n di v i du a l s to be g i n t r ave l l i n g . Fin ally, by in c essan t ly re fe r r i n g ba c k t o Pa t a g o n i a ’s m i ss i o n s t a t e m e n t : “ 1. Buil d t h e b e st prod u c t 2. Ca use n o u n n e c e ssa r y h a r m 3. Use business t o i n sp i re a n d i m p l e m e n t so lut ions t o e n vi ron m e n t a l c ri si s” th e tren d c o n c ep t a dh e re s t o t h e br a n d v a l u e s, a n d c o n tinu es to ca r r y t h e se t h ro u g h t o S /S 1 8 .

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Available at: http://www.insideedition.com/headlines/19823-that-van-do-attitude-millennials-choosing-to-live-in-vehiclesover-traditional-homes [Accessed 5 Apr. 2017]. Jagneaux, D. (2016). Living Out of a Van is the New American Dream | VICE | United Kingdom. [online] VICE. Available at: http:// www.vice.com/en_uk/read/living-out-of-your-car-is-the-new-american-dream [Accessed 5 Apr. 2017]. Kepnes, M. (2017). Nomadic Matt's Travel Site. [online] Nomadic Matt's Travel Site. Available at: http://www.nomadicmatt. com [Accessed 3 May 2017]. Machado, A. (2014). How Millennials Are Changing Travel. [online] The Atlantic. Available at: http://www.theatlantic.com/ international/archive/2014/06/how-millennials-are-changing-international-travel/373007/ [Accessed 5 Apr. 2017].. Maslow, A (2013) Hierarchy of Needs: A Theory of Human Motivation, Martino Fine Books: Eastford. Matthews, B. (2017). Ben Matthews // Adventure Photographer. [online]. Available at: https://www.bentmatthews.com [Accessed 3 May 2017]. Nielsen.com. (2014). Doing Well By Doing Good. [online] Available at: http://www.nielsen.com/us/en/insights/reports/2014/ doing-well-by-doing-good.html [Accessed 7 May 2017]. Premiere Vision, (2017). S/S 18 Colour Forecasts. [online] premiervision.com. Available at: http://www.premierevision.com/ en/mode/spring-summer-18 [Accessed 3 May 2017]. Recreational Equipment, Inc (2017) Backpacking Checklist. [online] Rei.com. Available at: https://www.rei.com/learn/expertadvice/backpacking-checklist.html [Accessed 5 Apr. 2017]. Ripstopshop.co.uk. (2017). Ripstop Shop - Ripstop Fabric Specialists. [online] Available at: http://www.ripstopshop.co.uk [Accessed 3 May 2017]. Robinson, H. and Laughlin, S. (2014). The New Value Economy. [online] The New Value Economy | LS:N Global. Available at: https://www.lsnglobal.com/macro-trends/article/16559/the-new-value-economy [Accessed 5 Apr. 2017]. Sandal, D. (2016). I quit my $90,000-a-year job to live in a van, and it was the best decision I ever made. [online] Business Insider. Available at: http://uk.businessinsider.com/i-quit-my-job-to-live-in-a-van-2016-11/#-1 [Accessed 5 Apr. 2017]. Seward, L. (2017). Branding: What can be Learned from Patagonia?. [online] Taylor+Goes. Available at: http://taylorandgoes. com/blog/branding-can-learned-patagonia/ [Accessed 3 May 2017]. Silverman, L. (2017). One Day: ‘Why I’m backpacking around the world at 72’. [online] The Telegraph. Available at: http://www. telegraph.co.uk/women/life/one-day-backpacking-around-world-72/ [Accessed 3 May 2017]. Steele, P. (2017). Baldhiker | The Ramblings Of Paul Steele and friends. [online] Baldhiker.com. Available at: http://www.baldhiker. com [Accessed 3 May 2017]. Stock, K. (2013). Patagonia's 'Buy Less' Plea Spurs More Buying. [online] Bloomberg.com. Available at: https://www.bloomberg. com/news/articles/2013-08-28/patagonias-buy-less-plea-spurs-more-buying [Accessed 3 May 2017]. Watson, B. (2015). Unilever, Patagonia cement their positions as the world’s most sustainable brands, says new report. [online] the Guardian. Available at: https://www.theguardian.com/sustainable-business/2015/may/28/sustainability-leaders-report-unilever-patagonia-ikea-nestle [Accessed 3 May 2017].

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figure list Cover: Background: Pinterest (2017). Gauge. [image] Available at: https://uk.pinterest.com/explore/travel-photography/ [Accessed 3 May 2017]. Patagonia Logo: Wikipedia (2017). Patagonia Logo. [image] Available at: https://en.wikipedia.org/wiki/File:Patagonia.svg [Accessed 3 May 2017]. Figure 1: Campervan â&#x20AC;&#x201C; contents Lukaszewicz, H. (2016). Campervan. [image] Available at: http://www.gettingstamped.com/campervan-tips/ [Accessed 3 May 2017]. Figure 2: Ben Matthews Matthews, B. (2016). Ben Matthews. [image] Available at: http://www.bentmatthews.com/forest [Accessed 3 May 2017]. Figure 3: Coffee Instagram. (2017). Coffee. [image] Available at: https://www.instagram.com/p/8DHh3ssLcg/ [Accessed 3 May 2017]. Figure 4: Laptop Werd.com. (2017). Laptop. [image] Available at: http://www.werd.com/32177/satechi-type-c-hub-for-macbook/ [Accessed 3 May 2017]. Figure 5: Rock Climbing Flikr. (2011). Rock Climbing. [image] Available at: https://www.flickr.com/photos/batiks/6218200988/in/photostream/ [Accessed 3 May 2017]. Figure 6: Desk Aram (2017). Desk. [image] Available at: http://www.aram.co.uk/60-stool.html [Accessed 3 May 2017]. Figure 7: Cereal Kashi. (2017). Cereal. [image] Available at: https://www.kashi.ca/en/our-foods/cereal/kashi-organic-promise-multigrainflakes-and-raisin-cereal [Accessed 3 May 2017]. Figure 8: Camp Fire Caine, S. (2016). Camp Fire. [image] Available at: http://www.boredpanda.com/true-living-instagram-will-make-yourethink-about-your-daily-life-perspective/?page_numb=2 [Accessed 3 May 2017]. Figure 9: North Face Jacket Tumblr (2016). North Face Jacket. [image] Available at: http://unstablefragments2.tumblr.com/page/2 [Accessed 3 May 2017]. Figure 10: Patagonia Trail Running Eu.Patagonia.com. (2017). Patagonia Trail Running. [image] Available at: http://eu.patagonia.com/enGB/patagonia. go?assetid=8952 [Accessed 3 May 2017]. Figure 11: Patagonia Fishing Instagram. (2017). Patagonia Fishing. [image] Available at: https://www.instagram.com/patagonia/ [Accessed 3 May 2017].

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Figure 12: Patagonia Waders Eu.Patagonia.com. (2017). Patagonia Waders [image] Available at: http://eu.patagonia.com/enGB/patagonia.go?assetid=8952 [Accessed 3 May 2017]. Figure 13: Factory Eu.Patagonia.com. (2017). Factory. [image] Available at: http://eu.patagonia.com/enGB/patagonia.go?assetid=8952 [Accessed 3 May 2017]. Figure 14: Patagonia Runner Eu.Patagonia.com. (2017). Patagonia Runner. [image] Available at: http://eu.patagonia.com/enGB/patagonia.go?assetid=8952 [Accessed 3 May 2017]. Figure 15: Cliff Instagram. (2017). Cliff. [image] Available at: https://www.instagram.com/patagonia/ [Accessed 3 May 2017]. Figure 16: Patagonia Snow Instagram. (2017). Patagonia Snow. [image] Available at: https://www.instagram.com/patagonia/ [Accessed 3 May 2017]. Figure 17: Mountains Dolomitenstandt.at (2013). Mountains. [image] Available at: https://www.dolomitenstadt.at/story/sisyphos-am-berg/ [Accessed 3 May 2017]. Figure 18: Man Fishing Eu.Patagonia.com. (2017). Man Fishing. [image] Available at: http://eu.patagonia.com/enGB/patagonia.go?assetid=8952 [Accessed 3 May 2017]. Figure 19: Market Reach Mood Board All images found at: Instagram (2017). Market Reach Mood Board. [image] Available at: https://www.instagram.com/wornwear/ [Accessed 3 May 2017]. Figure 20: Woman / Freedom Wallpaper-gallery.net. (2016). Woman / Freedom. [image] Available at: http://wallpaper-gallery.net/wallpapers/imagephotography.html [Accessed 3 May 2017]. Figure 21: Woman on Cliff 91news.com. (2016). Woman on Cliff. [image] Available at: https://91news.com.au/2016/04/08/some-safety-tips-byprofessional-travellers/ [Accessed 3 May 2017]. Figure 22: Patagonia Worn Wear Van Eu.Patagonia.com. (2017). Patagonia Worn Wear Van. [image] Available at: http://eu.patagonia.com/enGB/patagonia. go?assetid=8952 [Accessed 3 May 2017]. Figure 23: Mountains Tumblr. (2017). Mountains. [image] Available at: http://desvre.tumblr.com/post/152364947258 [Accessed 3 May 2017].

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Figure 24: Backpackers Basics Mood Board All images at: Pinterest (2017). Backpackers Basics Mood Board. [image] Available at: https://uk.pinterest.com/abbiefranksx/ trends/ [Accessed 3 May 2017]. Figure 25: Classics Mood Board All images at: Pinterest (2017). Classics Mood Board. [image] Available at: https://uk.pinterest.com/abbiefranksx/trends/ [Accessed 3 May 2017]. Figure 26: Cotton Plant TrustedClothes.com. (2016). Cotton Plant. [image] Available at: https://www.trustedclothes.com/blog/2016/04/21/ethicalfabrics-to-consider/ [Accessed 3 May 2017]. Figure 27: Cotton Fabric Etsy.com (2017). Cotton Fabric. [image] Available at: https://www.etsy.com/listing/28551825/organic-cotton-sherpa-fabric [Accessed 3 May 2017]. Figure 28: Fabrics Ec4unlimited. (2017). Fabrics. [image] Available at: http://ec4ulimited.com/en/what-we-do/our-products/textiles/ [Accessed 3 May 2017]. Figure 29: Patagonia fabrics â&#x20AC;&#x201C; All images at: Eu.Patagonia.com. (2017). Patagonia fabrics. [image] Available at: http://eu.patagonia.com/enGB/patagonia.go?assetid=9052 / [Accessed 3 May 2017]. Figure 30: Patagonia Technology Eu.Patagonia.com. (2017). PatagoniaTechnology. [image] Available at: http://eu.patagonia.com/enGB/patagonia.go?assetid=9052 / [Accessed 3 May 2017]. Figure 31: Backpacker Silhouettes Travistravelgear.com (2015). Backpacker Silhouettes. [image] Available at: http://www.travistravelgear.com/travel-tips/6important-things-to-consider-by-every-backpacker-traveling-around-the-world// [Accessed 3 May 2017]. Figure 32: Backpack Jacket Patagonia Images: Eu.Patagonia.com. (2017). Patagonia Images. [image] Available at: http://eu.patagonia.com/enGB/shop/?k= [Accessed 3 May 2017]. WGSN Flats: WGSN (2017). WGSN Flats. [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/ search.php?star tOver=%2Fsearch%2Fdesign_librar y#%7B%22star t%22%3A%200%2C%20%22limit%22%3A%20 50%2C%20%22initial%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%5D%7D [Accessed 3 May 2017]. Figure 33: Anorak Patagonia Images: Eu.Patagonia.com. (2017). Patagonia Images. [image] Available at: http://eu.patagonia.com/enGB/shop/?k= [Accessed 3 May 2017]. WGSN Flats: WGSN (2017). WGSN Flats. [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/ search.php?star tOver=%2Fsearch%2Fdesign_librar y#%7B%22star t%22%3A%200%2C%20%22limit%22%3A%20 50%2C%20%22initial%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%5D%7D [Accessed 3 May 2017]. Figure 34: 2-in-1 Jacket Patagonia Images: Eu.Patagonia.com. (2017). Patagonia Images. [image] Available at: http://eu.patagonia.com/enGB/shop/?k= [Accessed 3 May 2017].

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WGSN Flats: WGSN (2017). WGSN Flats. [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/ search.php?star tOver=%2Fsearch%2Fdesign_librar y#%7B%22star t%22%3A%200%2C%20%22limit%22%3A%20 50%2C%20%22initial%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%5D%7D [Accessed 3 May 2017]. Figure 35: Windproof Pullover Patagonia Images: Eu.Patagonia.com. (2017). Patagonia Images. [image] Available at: http://eu.patagonia.com/enGB/shop/?k= [Accessed 3 May 2017]. WGSN Flats: WGSN (2017). WGSN Flats. [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/ search.php?star tOver=%2Fsearch%2Fdesign_librar y#%7B%22star t%22%3A%200%2C%20%22limit%22%3A%20 50%2C%20%22initial%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%5D%7D [Accessed 3 May 2017]. Figure 36: Hemp T-shirt Patagonia Images: Eu.Patagonia.com. (2017). Patagonia Images. [image] Available at: http://eu.patagonia.com/enGB/shop/?k= [Accessed 3 May 2017]. WGSN Flats: WGSN (2017). WGSN Flats. [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/ search.php?star tOver=%2Fsearch%2Fdesign_librar y#%7B%22star t%22%3A%200%2C%20%22limit%22%3A%20 50%2C%20%22initial%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%5D%7D [Accessed 3 May 2017]. Figure 37: Women’s 2-in-1 Shorts Patagonia Images: Eu.Patagonia.com. (2017). Patagonia Images. [image] Available at: http://eu.patagonia.com/enGB/shop/?k= [Accessed 3 May 2017]. WGSN Flats: WGSN (2017). WGSN Flats. [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/ search.php?star tOver=%2Fsearch%2Fdesign_librar y#%7B%22star t%22%3A%200%2C%20%22limit%22%3A%20 50%2C%20%22initial%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%5D%7D [Accessed 3 May 2017]. Figure 38: Men’s 2-in-1 Shorts Patagonia Images: Eu.Patagonia.com. (2017). Patagonia Images. [image] Available at: http://eu.patagonia.com/enGB/shop/?k= [Accessed 3 May 2017]. WGSN Flats: WGSN (2017). WGSN Flats. [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/ search.php?star tOver=%2Fsearch%2Fdesign_librar y#%7B%22star t%22%3A%200%2C%20%22limit%22%3A%20 50%2C%20%22initial%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%5D%7D [Accessed 3 May 2017]. Figure 39: Hemp Trousers Patagonia Hemp Joggers: Eu.Patagonia.com. (2017). Patagonia Hemp Joggers [image] Available at: http://eu.patagonia.com/ enGB/shop/?k= [Accessed 3 May 2017]. WGSN Flats: WGSN (2017). WGSN Flats. [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/ search.php?star tOver=%2Fsearch%2Fdesign_librar y#%7B%22star t%22%3A%200%2C%20%22limit%22%3A%20 50%2C%20%22initial%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%5D%7D [Accessed 3 May 2017]. Figure 40: Hiking Socks Patagonia Hiking Socks: Eu.Patagonia.com. (2017). Patagonia Hiking Socks. [image] Available at: http://eu.patagonia.com/ enGB/shop/?k= [Accessed 3 May 2017].

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Millets Socks: Millets. (2017). Millets Socks. [image] Available at: http://www.millets.co.uk/footwear/108080-bridgedale-activelight-hiker-socks.html [Accessed 3 May 2017]. WGSN Flats: WGSN (2017). WGSN Flats. [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/ search.php?star tOver=%2Fsearch%2Fdesign_librar y#%7B%22star t%22%3A%200%2C%20%22limit%22%3A%20 50%2C%20%22initial%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22%22%2C%20 %22facets%5B%5D%22%3A%20%5B%22classif_name%7C43042%22%5D%7D [Accessed 3 May 2017]. Figure 41: Patagonia Checkout Optie.com (2017). Patagonia Checkout. [image] Available at: http://optiea.com [Accessed 3 May 2017]. Figure 42: Patagonia Store Optie.com (2017). Patagonia Store. [image] Available at: http://optiea.com [Accessed 3 May 2017]. Figure 43: Virtual Reality Halzack, S. (2015). Virtual Reality. [image] Available at: https://www.washingtonpost.com/business/economy/virtual-realitythe-latest-weapon-in-the-battle-for-your-shopping-dollars/2015/05/10/07639f8c-e976-11e4-9767-6276fc9b0ada_story. html?utm_term=.51c36bc30813 [Accessed 2 May 2017]. Figure 44: Man on a Cliff Thisfabtrek.com (2013). Man on a Cliff . [image] Available at: http://www.thisfabtrek.com/journey/africa/mauritania/20051225nema.php [Accessed 2 May 2017].

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