Context • Executive summary
• The history
• The brand and its identity
• Mission statement
• Customer
• Market postion
• Competition
• PESTLE
• SWOT
• Repositioning the brand
Executive summary In this brand audit I have put together some findings from my chosen brandPatagonia. My findings show that it is an outdoorsy silent sport brand, that is responsible in making high quality, durable products that lasts for years so you don’t have to buy more of them but also makes a small carbon foot print and are made from recycled and organic materials. Patagonias demographic is large from babies to grandparents and from climbers to fashion conscious stylists.
It was founded in 1973 by Yvon Chouinard in Ventura, California who is a surfer and climber himself and wanted to create a company that was passionate about environmentalism. Some would say he was ahead of his time in creating the brand as the world is just now becoming more aware of sustainability.
Patagonia is a very unique company in the fact that they help promote climate change, supporting grass root activists and nonprofits with changing the world. They are dierent to their competitors as they don’t endorse consumerism and are a private company making their own decisions that are beneficial to the planet and the people who support them.
The history of Patagonia In 1973 Yvon Chouinard founded Patagonia which is based in Ventura, California. Monte Fitz Roy is in southern Patagonia (the boarder between Chile and Argentina) and is what the company’s logo is designed after, it is also thought to be one of the world’s toughest mountains to climb. Chouinard managed to ascend the peaks in 1968, this is where he got the idea to show that the branding intends to represent the products’ ability to withstand even the harshest of environments. The name Patagonia comes from the word patagãn, which was used by Magellan in 1520 to describe the native tribes of the region, whom his expedition thought to be giants. The people he called the Patagons are now believed to have been the Tehuelches, who tended to be taller than Europeans of the time. The brand has donated 1% of sales since 1985, to the preservation and restoration of natural environments, awarding more than of $89m to causes. After that in 2002 Chouinard the founder established the non-profit corporation ‘1% for the Planet’, an alliance of businesses that donate 1% of their total annual sales to grassroots environmental groups.
Patagonia’s DNA •
The company’s essence is to create outdoor wear that is simple, sustainable and creates a small carbon foot print, which is built to last for years (not just seasons).
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They’re here to promote climate change, supporting grass root activists and nonprofits with changing the world, they support the West Cumbria Rivers Trust which is in my home town and strives to restore and enhance the value of rivers, lakes, estuaries and the surrounding countryside for the benefit of people and wildlife throughout West Cumbria.
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Patagonia promote using recycled nylon and polyester fabrics, which was kick started from their environmental advocacy and led to the outdoor industry following their ways and styles. Not only that but the very heart of the business is to recycle and repair products so that they last a life time.
the brand onion
free shipping over 90 pounds interactive socially secure sentimental
global community
friendly reliable
hardworking
technical sincere real
up-to-date
young and old
-
successful
good quality
cultural
versatile be distinct in everything they do change
specific target market
innovative independent sustainable
aordable to target market
trade in-store and online
cool
outdoorsy good Repair it. website Reuse it. Recycle it. passion
sustainable products
Brand Identity Prism physique
personality
outdoor, eco-friendly, long lasting
warmth, integrity and respect
relationship durable, good quality,
repair and reuse program
reflection suitable for every age from baby’s to grand parents
culture simplicity, they try and reduce their carbon foot print and is American based self image Simple, stylish products that are timeless outdoor icons
Attributes• • •
On time delivery
Competitive prices compared to other brands
Eco friendly, good quality products at affordable pricing
Distinctiveness• • •
High performance gear that’s easy going and can be worn in the city or in the outdoors.
They have representatives for their brand, promoting the products in different sports.
Support grass root activists on issues that affect the environment.
Novelty• • •
Ethical and environmental issues held close to its core.
Niche innovative shaped packaging minimising the use of plastic.
They have a zero waste program “worn wear”, fixing old clothes so they’re better than ever.
Mission statement • •
“We’re in business to save our home planet,” is outdoor gear and apparel retailer Patagonia’s new mission statement. It’s a more succinct update from its previous mission statement, “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”We’re in business to save our home planet.
Our Reason for Being At Patagonia, we appreciate that all life on earth is under threat of extinction. We aim to use the resources we have—our business, our investments, our voice and our imaginations—to do something about it. Patagonia grew out of a small company that made tools for climbers. Alpinism remains at the heart of a worldwide business that still makes clothes for climbing—as well as for skiing, snowboarding, surfing, fly fishing, mountain biking and trail running. These are silent sports. None require an engine; rarely do they deliver the cheers of a crowd. In each, reward comes in the form of hard-won grace and moments of connection with nature. As the climate crisis deepens, we see a potential, even probable end to such moments, and so we’re fighting to save them. We donate our time, services and at least 1 percent of our sales to help hundreds of grassroots organisations all over the world so that they can remain vigilant, and protect what’s irreplaceable. At the same time, we know that we risk saving a tree only to lose the forest—a liveable planet. As the loss of biodiversity, arable soils, coral reefs and fresh water all accelerate, we are doing our best to address the causes, and not just symptoms, of global warming. Staying true to our core values during forty-plus years in business has helped us create a company we're proud to run and work for. To stay in business for at least forty more, we must defend the place we all call home. Core Values Our values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. The approach we take toward product design demonstrates a bias for simplicity and utility. Build the best product Our criteria for the best product rests on function, repairability, and, foremost, durability. Among the most direct ways we can limit ecological impacts is with goods that last for generations or can be recycled so the materials in them remain in use. Making the best product matters for saving the planet. Cause no unnecessary harm We know that our business activity—from lighting stores to dyeing shirts—is part of the problem. We work steadily to change our business practices and share what we’ve learned. But we recognise that this is not enough. We seek not only to do less harm, but more good. Use business to protect nature The challenges we face as a society require leadership. Once we identify a problem, we act. We embrace risk and act to protect and restore the stability, integrity and beauty of the web of life. Not bound by convention Our success—and much of the fun—lies in developing new ways to do things.
“For the people and the planet.”
Patagonia have a scheme called worn wear, so not only do they create new clothes but they also want to help repair and mend old clothing to be more responsible for the planet. It also cuts down on consumption and get more use out of stuff we already own.
“If it’s broke, fix it!”
Keeping clothing in use just nine extra months can reduce the related carbon, water and waste footprints by 20-30%. (WRAP, 2012)
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LOOKS Appearance Bella
Female, 26
Customer persona for Patagonia • • • • • • • • • •
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LIKES Psychographics
She’s funny, bubbly, innovative and open minded
Bella enjoys skiing, running, yoga, watching films, camping and go out out at the weekend either where she lives or travelling to a city to get some urban life and cocktails.
She has been travelling to America and Canada since finishing University doing ski seasons, sight seeing and getting work experience in tourism and communities.
Instagram, twitter and Pinterest are her most used social media. She reads the Gentlewoman, Proper 28, Vogue, Elle and Let’s Travel.
Bella is also a vegetarian but only has been since 2018.
LIFE Demographics
She lives in Kendal and in a typical day of her life, Bella wakes up at 7:30 to get to work at Grisedale Forest for 9:30 till 5:30 and she’s lucky enough to be able to take her Collie dog Blue with her. With her job she earns over 24k a year
She got A-Levels in Art, Business and Geography. She also has a degree in Events Management.
Bella lives in a small 1 bedroom flat with her collie dog and boyfriend 5 minutes from the town centre.
She currently works at Grisedale Forest with the tourism and helping out with school visits and events etc and has been for the past year. After uni she started work at a small local holiday home company in Windermere for 1 and a half years, to save up money to do ski seasons in Canada and travel America for 2 years.
Her friends are dotted about the country as they all studied at Manchester. However two still live there and she has also made new friends whilst living in Kendal. Her co-workers are just like her and love to go on walks and travel the world.
LOVE Aspirations
She aspires to have her own business which would be an events group that helps people travel to different countries and take them on adventure holidays across the globe.
She believes everyone deserves and eduction and the right to explore and see the world.
Not only that but she’s very passionate about sustainability. She wants to make people more aware/ conscious of being sustainable and recycling, Bella has made more effort in her life cutting down on different things to minimise her carbon foot print.
When shopping Bella doesn’t faff about as in University she worked in Topshop so she knows what fast fashion is like and how customer service should be. She always expects a smile and tends to steer away from cheaper quality clothes she knows she won’t wear again.
She supports brands which are more aware of the world and that are actually trying to cut down on plastic etc and make a difference, but ones that are also high quality and are more premium such as ASOS, H&M, Anthropology, Patagonia, Salomon, Urban Outfitters the Hipster.
Patagonia’s market position compared to its competitors
high price
Canada Goose Arc’ teryx
Patagonia Rab
The North Face Palace
low quality
high quality
Berghaus
Trespass
Stussy Columbia Burton
Regatta
Mountain Warehouse low price
Fjallraven
My brand is positioned here as it is high quality and high in price in majority of their products because of the sustainable ethos and using organic materials.
Competition brands compared to Patagonia
Here I’m looking at the classic Snap-T Patagonia pullover and comparing it other competitive brands both fashion and outdoors, looking at their styles, materials used and prices.
PESTLE • • •
• • •
Political
Brexit could have a negative impact on prices and importation into the UK from Europe and also with European trade agreements, the UK would have to create new laws and how they deal with importations from America.
In 2017 Patagonia donated $10 million (£7.83 million) to help combat climate change as they saved it after Donald Trump cut how much tax US corporations have to pay from 35% to 21%.
Patagonia in America is supporting grass roots which are helping communities save areas environmentally an example is In 1972 Congress passed the Clean Water Act—a monumental law that provides safeguards to “waters of the United States” (WOTUS). The current administration wants to change the definition of WOTUS to reduce the scope of what’s protected. This would threaten the nation’s drinking water, wildlife and recreation. Organisations like Waterkeeper Alliance are speaking out to defend the Clean Water Act and protect their waterways.
Economic
Economic patterns are quite smooth in the company due to the limited amount of sales they have in stores and online, even in a climate where the economy dips because it is a high quality sustainable brand which contributes back to communities
They have 30 stores in the United States and nearly $800 million in annual revenue
Foreign exchange rates have been affected due to Brexit and will carry on to do so. It may get better or worse but this can affect the pricing of products and how people may spend their money.
Social • • • •
Patagonia, which brands itself as an "activist company," offers a unique employee benefit—paid time off for workers when they participate in peaceful environmental protests. 50% male; 50% female. 75% live in either a city or suburb, while the rest live in either a town or rural area, and one-third are Millennials aged 18-34 61% of Patagonia customers identify as well-dressed individuals, compared to 58% of US adults in general. They support grassroots climate action and nonprofits fighting to protect our planet, which is good because they’re not endorsing corporations and taking money, they’re putting it back where it belongs.
PESTLE
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• • •
Technological
Impact of new media eg instagram, which is beneficial as it allows people to be more aware of the brand and people who support and use their products.
They tend not to promote themselves with lots of advertisement as they’d prefer people to find them, marketing within Patagonia finds that a connection cannot be achieved through traditional above the line advertising and focuses on “building a movement” based on the values it shares with its communities.
Legal
Health and safety standards- All materials must be produced in a manner that is safe for the environment, safe for workers in production and safe for consumers in end-use.
Compliance with local laws, water and air emission limits and the bluesign Standard Substances List.
Patagonia strictly condemns and prohibits any form of forced labor or slavery including human trafficking, prison labor, indentured labor and bonded labor as stated in our Code of Conduct. Our factory social responsibility audits specifically assess compliance to our Code and detailed forced labor benchmarks. All forms of forced labor, slavery and human trafficking are included in our “zero tolerance” policy.
Environmental • • •
Patagonia’s goal is to be carbon neutral across our entire business including our supply chain by 2025. They have decided to only use renewable or recycled materials in their products by 2025. As of autumn 2018, 51 percent of their materials by weight are renewable or recycled; by autumn 2019 will be at 69 percent. They don’t endorse sales and mass consumption in consumerism because they’re an ethical brand and see clothes lasting a long time, they have a scheme called worn wear which promotes keeping clothes and rewearing/ recycling.
SWOT strengths Eco friendly
Patagonia is a designer of outdoor clothing and gear for the silent sports, eg trail running, skiing and climbing
• High quality products
• Large variety of consumers
• Durable, high performance products
internal
• •
external
opportunties • • • •
online shopping
only ever done one collaboration with a shoes brand from Portland, Oregon
Uses fair trade material to create their products that are durable
International markets
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weaknesses
High postage pricing on orders under 90 pounds
• Not as many sales compared to competitors however they do this as sales promote fast fashion and increase product manufacturing
• Target Market is mainly focused on silent sports, needs to branch out so more people are aware of the brand and its sustainability •
threats
Competitive brands, eg the North Face following the brand in being more eco friendly using recycled material
• Brands and small businesses copying their logo design/ idea
• Brexit can effect the brand with importing products to the UK and how they could be priced.
Repositioning Patagonia
Patagonia I’ve repositioned my brand to here to make it more aordable for customers with a lower income but that still want a good quality and style that will be durable in all conditions from mountains to the streets. Not only that but also for teenagers and young adults that want clothes that are simple and fashionable but are also good for the environment.