TABLE OF CONTENTS
5
6
ENVIRONMENTALISM
4
6
COSTUMER PROFILE
ULI AND ANA
11
COMPETITORS
TRENDS
15
STRENGTHS
16
12
MARKET
HISTORY
COMPANY PROFILE
10
14
KEY ELEMENTS
18
TABLE OF CONTENTS
25 ATHLETE VISITS
PASTELS
SOFT MID-TONES
SATURATED MID-TONES
PANTONE ® 17-1048
PANTONE ® 18-1246
PANTONE ® 12-2103
PANTONE ® 16-1441
PANTONE ® 18-1454
PANTONE ® 18-1555
PANTONE ® 19-1532
PANTONE ® 13-0624
PANTONE ® 17-0839
PANTONE ® 18-0515
PANTONE ® 19-5920
PANTONE ® 14-4505
PANTONE ® 16-5515
PANTONE ® 18-3918
PANTONE ® 19-4535
PANTONE ® 13-4110
PANTONE ® 13-4105
38
PANTONE ® 17-3808
COLOR STORY
PANTONE ® 19-3803
PANTONE ® 17-1328
PANTONE ® 18-5112
RATIONAL
24 26
30
LAYOUT/DETAILS APP
INSPIRATION
32
DARKS
PANTONE ® 18-4105
ONE ® 008
23
MARKETING
28
ONE ® 000
ONE ® 316
LOCATION
MEASURING SUCCESS
22
PANTONE ® 19-1218
PANTONE ® 19-3953
PANTONE ® 18-2027
PANTONE ® 19-1521
PANTONE ® 19-4118
PANTONE ® 19-4022
40
MOOD
42 COLLECTION 44 VIP EVENT 5
HISTORY
6
HISTORY
Patagonia started out as a small upscale outdoor adventure goods company for hikers in 1972. The brand has extended its passion and knowledge for the environment through many ways in their business model. Patagonia’s business model not only encompasses clothing and outdoor gear, but extends social and environmental initiatives to their customer base to raise awareness and provide information. They focus on the greatness of their cause, which is to protect the environment from harm. Patagonia follows through with this cause by taking steps such as sourcing their fibers from ecoconscious manufacturers and mills around the world. Their motto located on their website correlates to these efforts: “to us, quality is not only how well a product performs and holds up, but also how it’s made”. Patagonia also focuses on issues abroad. All employees are allotted, and even encouraged, to take advantage of the two-month break from their duties to work for an environmental cause or non-profit. This allows the deepening of the brand by way of its employee’s personal experiences. To encourage the greater cause of th brand, employees are given a $2000 bonus to buy a hybrid or eco-friendly car. Employees are also persuaded to take the afternoons off and enjoy a hike or climb if work becomes stressful or there is a lag in creativity. In realizing the importance and beauty of the environment, Patagonia as a company does a great job pushing their employees to enjoy the beauty of nature and improve their well-being. This constant encouragement to understand and appreciate the greatness of the world surrounding us has really led Patagonia to become a frontrunner in upscale outdoor adventure goods. Patagonia analyzes and makes detailed decisions about where they choose to place their brick-and-mortar stores. Not only do they stock their own independent retailing stores to promote the brand, but also distribute their merchandise to other outdoor stores such as REI. Across the nation, there are roughly 30 independent Patagonia store locations, along with products placed in many boutique-style camping stores to maintain the unique experience and connection with each and every individual in their target market.
7
COMPANY PROFILE
MISSION “Build the best product, cause no unnecessary harm, use business to inspire, and implement solutions to the environmental crisis.”
VISION Overall Patagonia has a strong vision for their company, which is to provide a high quality product that doesn’t harm the world around us. Some key words that come to mind are love, respect and integrity for the earth along with pride in their own company culture. Through employees introducing themselves and recalling personal stories on the Patagonia website, customers tend to feel more connected to the brand. Perhaps the greatest aspect that sets Patagonia apart is that Patagonia does not wish to grow the brand but sustain it and provide more for non-profit and environmental causes that to gain capital.
VALUES Opposed to many other companies, Patagonia’s vision is to create a sustainable business that remains carbon conscious and environmentally aware. By creating campaigns such as the Common Threads Initiative and the Footprint Chronicles, Patagonia is shaping the way consumers see their brand. By concentrating on including these important aspects of betterment, Patagonia situates a positive connotation to their name.
8
COMPANY PROFILE
9
ENVIRONMENTALISM
WHAT WE DO The wild world we love is quickly disappearing. At Patagonia, we think that businesses can inspire solutions to the environmental crisis. This means that what we make and how we make it must cause the least harm to the environment. We evaluate raw materials, invest in innovative technologies, and rigorously police our waste. Take a look at the Common Threads Initiative, Bluesign Standard, the Footprint Chronicles and more. We also use a portion of our sales to support grassroots groups working to make a real difference (our “Earth Tax,” to mitigate the damage we do). See Environmental Grants. And also, check out 1% for The Planet. Our goals and values will become more and more clear throughout the contents of this book.
SUPPLY CHAINS The Footprint Chronicles® examines Patagonia’s life and habits as a company. The goal is to use transparency in regards to our supply chain to help us reduce our adverse social and environmental impacts – and on an industrial scale. We’ve been in business long enough to know that when we can reduce or eliminate a harm, other businesses will be eager to follow suit.
10
ENVIRONMENTALISM
In 1989, Patagonia co-founded The Conservation Alliance to encourage other companies in the outdoor industry to give money to environmental organizations and to become more involved in environmental work.
1% For The Planet is an alliance of businesses that understand the necessity of protecting the natural environment. They understand that profit and loss are directly linked to its health, and are concerned with the social and environmental impacts of industry.
Our new Common Threads Initiative is a partnership between us and our customers to keep our clothing out of landfills. It’s guided by four R’s: Reduce, Repair, Reuse, Recycle. This initiative encourages customers to only buy what they need and really think about the things they are purchasing. Care for your purchases and use them to their fullest.
11
TARGET CUSTOMER
Patagonia targets both men and women in the age range of 25-45 years old with an average household income of $80,000 per year. The customer is educated with at least Bachelor’s degree, if not a Master’s. The job occupation of Patagonia’s customer varies widely, from doctors to lawyers, business owners to photographers, and activists to sustainable research groups. Patagonia has 26 stores in 17 states in USA; the stores are located in “active outdoor states” such as California, Montana, Maine, Hawaii, Nevada, Colorado, New York, Illinois, etc. Stores have been placed in these states primarily because of the popular lifestyle surrounded by outdoor activities such as hiking, rock climbing, surfing, and kayaking. The Patagonia customer is typically married with children or in a relationship. When they shop, they look for quality and usually stay loyal to the brands they trust. These customers are willing to spend around $500 in Patagonia retail store, due to their knowledge of a good investment. According to the VALS survey, our customer would be an Experiencer. Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally relaxed. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing.
12
TARGET CUSTOMER
Jake and Ana Age: Jake 32, Ana 29 Average Income: $80,000 Education: Master’s degree City: Aland Islands, Sweden Occupation: Jake is a bike shop owner & Ana is a sky-diving instructor and co-owner of the bike shop. Marital status: Married of 2 years Shopping habits: Spend around $500 on active wear due to their knowledge of the quality and loyalty to the brands they shop.
13
COMPETITORS
COLUMBIA Created in 1938, Columbia is one of the grandfather outdoor brands still existing, and excelling, in the outdoor market today. Although they do not have a modern marketing aesthetic, Columbia is still creating the top innovations currently in the outdoor market such as the Omni-Heat Electric.
THE NORTH FACE Douglas Tompkins and Kenneth Klopp established the North Face in San Francisco in 1968. Named after the coldest, most unforgiving challenge that comes when climbing the north side of the mountain in the northern hemisphere, The North Face brand was created for the daring and determined outdoors enthusiast. Like Patagonia, The North Face produces a wide variety of clothing for men, women, and children in an array of activities. The North Face has also been an avid environmentally friendly company focused on sustainability and protecting the well being of the earth. The North Face functions as Patagonia’s largest competitor.
REI
14
Unlike Patagonia’s other competitors, REI functions as a department store-environment, carrying multiple lines of outdoor apparel and equipment such as The North Face, Columbia, and it’s own private label. REI’s brands, as well as its own, are in direct competition to Patagonia due to the wide range of selection of outdoor gear and it functioning as a true one-stop shop.
PERCEPTUAL MAP
FASHION-FORWARD
LIFESTYLE FOCUSED
GARMENT FOCUSED
CLASSIC
15
MARKET RESEARCH Patagonia is a brand that is able to withstand the test of time. Wearing the brand Patagonia will always have a sense of pride in the active wear lifestyle. The brand has really displayed a keen knowledge of the lifestyle aspect of selling, and is paramount in the minds of customers when they think about a respectful outdoor brand. Brands across the fashion industry could benefit from studying both Patagonia’s core values and company model. Patagonia’s eco-friendly stance has made an innovative impact in the garment and textile industry as a whole. As the need for protecting the earth continues to function as a major trend retail brands must be a part of, Patagonia could be considered the original thinker of these initiatives. Undoubtedly, the Patagonia brand is seen a leader in these environmental and social concerns around the world. The company is known for their quality, customer loyalty, and has recently experienced a quickly increasing market segment. Along with other competitors such as Columbia and North Face, the outdoor market has been steadily growing. In recent years, the trend of achieving a healthier, activity-oriented lifestyle has spread like wildfire. Among other aspects, organic and allnatural products have started to fill the shelves of every grocery store. CrossFit training has also become a big trend to hit American gyms, which also open up to new sales of active brands. Lululemon was announced the retailer of the year, which also proves a push in the active lifestyle market. Although Lululemon, Reebok, and CrossFit are not direct Patagonia competitors, sales still help the active industry as a whole, boosting popularity. Even IBISWorld in one of its reports mentioned that they predict that fitness and active wear stores will increase their revenue about 4.2 percent which would outperform the overall clothing retail scene. Their annual sales are approximately $183,000,000 which varies between seasons and stores. Each store reaches between $5,000,000 to $7,000,000 annually.
16
CURRENT TRENDS
Currently in the fashion industry, it is now “tres chic” to be eco-friendly and utilize sustainable aspects such as organic fibers to produce high-end garments. As much as this trend is one of the best of yet to sweep the fashion world, Patagonia may also feel a hit from brands that are focused on producing fashion-forward styles with their similar sustainable initiatives. Many consumers are looking past fast-fashion and factory-made apparel to spend their dollar at a “homegrown” company with a bigger purpose than just making a profit. Consumers are more likely to purchase a product with a positive message than one without any community connection. According to trend forecasting website WGSN, athletic sports wear has become a hot product for the winter months. Thick multi-layered jackets filled with down material help keep many thrill-seeking outdoor-lovers warm. The fiber development and technology for these kinds of products are at an all time high. High-tech fabrics such as Gortex have helped keep hikers, skiers, and snowboarders warm and dry during their adrenaline rush. The spike in attention to high tech sport products has helped push companies such as Patagonia, North Face, REI and Colombia to create products that are fashionable and highly functional. Many recent fashion shows have highlighted dozens of the latest designers in outdoor apparel industry, from technical to casual categories, to situate the booming outdoor industry a spot in the future of fashion.
17
COMPETITIVE STRENGTHS
STRENGTHS Since the 1960s, Patagonia has enjoyed an extremely loyal group of customers that appreciate the quality and message incorporated into Patagonia’s clothing and outdoor products. Patagonia provides extensive information to the public regarding each and every step of their product development and manufacturing process, including a world map of the suppliers they use: “The goal is to use transparency about our supply chain to help us reduce our adverse social and environmental impacts – and on an industrial scale. We’ve been in business long enough to know that when we can reduce or eliminate a harm, other businesses will be eager to follow suit.” Patagonia informs the public by providing environmental essays, recommended websites, and factory reports, which further reassures their customers by providing these resources and showing they are striving as a company to keep the bigger picture in mind. Not only does Patagonia make countless steps towards fair trade and environmental safety, but the company also stands by the reuse, re-purpose, and recycle promise through the Common Threads Initiative which encourages consumers to be conscience of the what happens to their clothing after it’s useful life is over. With this campaign, customers are able to send back their old Patagonia garments for designers to reuse and repair, which cuts down on the waste that results from the manufacturing process. So far, over 13,650 pieces of clothing have been repaired to new and 83,629 pieces have been properly recycled since 2004. Another successful campaign supported by Patagonia is the 1% For The Planet® organization, which donates at least 1% of sales or 10% of pre-tax profits – whichever is more- to hundreds of grassroots environmental groups all over the world. Over 25 million dollars in cash and grants have been collected thus far.
18
19
KEY ELEMENTS
HIGH QUALITY PRODUCTS / ENVIRONMENTALLY FRIENDLY / ACTIVE TARGET MARKET / POSITIVE COMPANY CULTURE / INNOVATIVE TECHNOLOGY 20
21
PATAGONIA OLYMPIC POP-UP SHOP
LOCATION
THE SET-UP AT SOCHI Geographically located next to the Black Sea, Sochi’s environment is one of the most scenic in the world, creating a new and interesting take on the winter Olympics. The games will be divided into two portions. The coastal portion will be located in the heart of Sochi, in which all of the land and ice events will be held. The mountain portion will include skiing and other altitude events located in Krasnaya Polyana Mountains. With a total round trip equaling only 30 minutes, guests will have easy access to every event happening.
24
RATIONALE
THE POP-UP SHOP PURPOSE FOR THE BRAND: 1. REMIND EVERYONE TO SLOW DOWN AND APPRECIATE THE BEAUTIFUL WORLD WE LIVE IN 2. INFORM THE PUBLIC OF THE ENVIRONMENTAL EFFORTS PATAGONIA TAKES IN CREATING THEIR PRODUCTS BY HELPING TO SAVE THE EARTH FROM HARM. 3. SHOWCASE THE LATEST OUTDOOR WEAR AND TECHNOLOGY FROM PATAGONIA.
Patagonia feels that placing their interactive pop-up shop in the heart of Sochi during the winter Olympics 2014 would be a unique and breathtaking way to promote the brand. The pop-up shop will include the winter line of Patagonia’s outdoor gear while also showcasing the latest technological innovations implemented by the brand. In show casing these items, Patagonia will be able to remind its former loyal customers, and potential new customers, why it is such an important and impactful brand. Our customers will be able to connect Patagonia with a very special memory that they will cherish throughout their life. In spirit of the Olympics and its extensive media coverage, Patagonia has decided to implement iPhone and iPad technologies by creating an app to help promote the pop-up shop. Later explained in further detail, the Patagonia Pop-Up Shop app will function for a variety of reasons, including an interactive ticket to the exclusive VIP Patagonia + Sochi that will take place after the closing ceremony.
25
MEASURING SUCCESS
We will measure the success of the Patagonia pop-up shop by how many people choose to interact with our iPhone or iPad application. The response to the participation in this will let us know how many people are curious about the company and learning more about our environmental initiatives. Our pop-up shop will function to celebrate the environment and to encourage respect of the world around us. The popup shop will also educate consumers on elements of the manufacturing process that makes our products so different. We will also focus our efforts in the pop-up shop on the four R’s. Lastly, success will be measured by the participation in our special VIP party, which will be held at the end of the Olympics. Free giveaways of limited Patagonia + Sochi merchandise signed by Olympic athletes will be given to attendees. This take away will remind our visitors about our brand and the very special moment of the 2014 Winter Olympics.
KEY CHECKPOINTS: 1. NUMBER OF PEOPLE WHO INTERACT WITH OUR APP 2. INCREASING AWARENESS ABOUT OUR SUPPLY CHAIN PROCESSES 3. NUMBER OF PARTICIPANTS AT THE EXCLUSIVE BENEFIT PARTY
26
MARKETING STRATEGY
MAIN ELEMENTS OF STRATEGY: 1. BASIC ADVERTISING APPEARING ON BOTH THE SOCHI AND PATAGONIA WEBSITES 2. AN APP FOR PATAGONIA/SOCHI 2014 OLYMPICS. 3. THE EXCLUSIVE BENEFIT PARTY
The Patagonia + Sochi 2014 Pop-Up Shop will function as a unique and innovative way to reach our extremely loyal customer-base in an unexpected environment. The Patagonia marketing team came up with marketing strategies such as the basic website advertising, as well as the app designed specifically for Sochi 2014 Olympics. The Patagonia + Sochi Pop-Up Shop app will function as an eco-friendly tour guide to each attendee who downloads this new feature. We believe our target market will utilize and enjoy this app because of their natural draw to necessary technology that will benefit them in some way, while also informing them about the newest technology implemented in the Patagonia Olympic Collection merchandise. Not only will the app create a feeling of hype and exclusivity, but also the customer will feel comforted in a somewhat risky and unfamiliar environment, just as our products promise to do. We want our supporters to feel prepared and comfortable through both the atmosphere of our physical pop-up and the helpfulness of our app. The exclusive benefit party was formulated to raise awareness and increase popularity of one of our many initiatives, 1% For The Planet. To create a feeling of exclusivity, which heightens awareness, the app will also play a key role in finding the invitations that will be the Olympic-goers’ pass into the benefit party. These invitations will also be scattered throughout the park in interesting ways to propose a challenge for our customers.
27
APP
+
SHOP THE OLYMPIC COLLECTION & KEEP UP WITH THE ATHLETES
The Patagonia Pop-Up + Sochi 2014 App will function as an aid to the Olympic-goers in search of an entertaining, and educational, place to spend their free time in between the events held in Sochi. The app will be available for download a month before the Olympics begin in order for attendees to prepare for all of the Olympic excitement. Patagonia’s Pop-Up Shop App will be the eco-friendly tour guide to all things active to enhance the attendee’s experience. The app will also provide clues to the exclusive eco-lounge ice room stocked with all things Patagonia and filled with friendly outdoor enthusiasts like themselves. Patagonia’s app will not only provide general information about the Olympics by including a map of the park and live updates, but also supply the attendee with the Patagonia sponsored Athlete Check-In capability where they can visit with their favorite athletes that visit the pop-up shop. The app will also provide all of the information about the featured Patagonia Olympic Collection and more about the message behind Patagonia’s efforts.
28
=
APP
maps
LIVE UPDATES
VIEW AND PURCHASE THE LATEST PATAGONIA TECHNOLOGY
29
ATHLETE VISITS
Top athletes such as Shaun Roger White, Lindsey Jacobellis, Noelle Pikus-Pace, Didier Cuche and many others will make special visits everyday through the entire Games. The visits will be posted on the live check-in capability featured on our app, so attendees can coordinate their schedule of attendence and eventwatching. During the visits, we will be giving away limited edition outdoor gloves designed by the Patagonia design to team to celebrate the Olympic athletes and provide a function-able memento for our customers. Patagonia believes this will be an interesting way for customers to connect with new people while also having a function-able product they will use for years to come.
30
ATHLETE VISITS
31
INSPIRATION
32
INSPIRATION
33
SHOP LAYOUT
37 ft.
5 ft. 8 ft.
8 ft.
Streaming Video of Olympic Games Covered Viewing Deck Viewing Deck Inside Igloo Ice Bar Private Ice Lounge Benches Heat Lamps
25 ft.
Bar Seating Doors Leading to Viewing Deck Restroom iPad Tables Solar Panels Bag and Coat Check Merchandise Display
34
DETAILS
ENTRANCE OF THE LOUNGE
The Patagonia Pop-Up Shop will be located in the mountains, to capture the essence of Sochi and the beautiful but tough elements of Russia’s environment. We wanted to let the surroundings do as much explaining about the Patagonia message as possible.
REAL WOOD ENTARANCE DOOR, WITH DETAILED HANDLES.
By incorporating these thoughts, the Patagonia team decided to place our pop-up shop in an igloo! The ice rooms inside will feature the pure beauty of the extreme cold, snow and ice through eco-friendly materials such as snow and natural wood, which will hold our outdoor deck with a view of the Black Sea.
BRIGHT BLUE LED LAMPS MADE INTO ICE BRICKS.
ICE SCULPTURE REPRESENTING PATAGONIA AND SOCHI 2014 OLYMPIC LOCATION.
MAKE YOUR OWN IGLOO OUT OF FOAM BRICKS.
35
INSIDE OF THE LOUNGE THE CIRCULAR LOUNGE SPACE.
By entering the igloo, our customers will be transported into a relaxing ice lounge experience. We will combine elements of nature, Patagonia, and the Olympics to help promote this exclusive eco-lounge. When customers walk into our pop-up shop they will check their coat and personal belongings into our coat room, this is where customers will be handed one of Patagonia’s newest jackets to keep warm during the stay. Inside the lounge area, there will be streaming projections of the Olympic games on the walls. Located throughout the eco-lounge will be tall bar tables with iPad capability so visitors can check the status of their favorite athletes, shop the latest looks from Patagonia, and learn more about Patagonia’s environmental initiatives. Throughout the lounge, the Patagonia Olympic Collection will be displayed for visitors to interact with and even purchase these special items. Private lounge booths made of ice will be available for larger parties to enjoy each other’s company. In the center of the room there will be a bar made of ice in the formation of the Olympic circles. Our bartenders, servers, and Patagonia sponsors will be wearing the latest line of Patagonia gear. They will be able to inform customers about Patagonia’s sponsorship to help protect the environment and about the collection they are wearing. They will also help customers navigate through the iPad applications. In providing this service, it will help further create a relaxing, informative environment for our visitors to appreciate nature and the unity of the world gathering for the unique experience of the Olympics.
SPECIAL GLASSES FOR THE FROZEN DRINKS.
36
INSIDE VIEW OF THE LOUNGE AND THE BAR.
THE CLOSER LOOK AT THE FUR FOR THE CHAIRS.
THE DOORS TO THE VIEWING DECK.
ICE STAND FOR PRODUCTS. SHELVES WILL HAVE ICE FROST ON THEM.
RELAXING ATMOSPHERE IN THE LOUNGE. WW
THE I-PAD TABLE FOR INTERACTION.
ICE-LIKE MANNEQUINS FOR PRODUCTS.
37
VIEWING DECK OF THE LOUNGE The viewing deck is an essential part of the eco-lounge. This will be a grand reminder of the importance of all of the environmental initiative Patagonia promotes, especially the 1% For The Planet initiative that will be the focus of the benefit. The viewing deck will be covered to keep our patrons safe from the elements while they take in the beauty of nature. The viewing deck will also be adorned with heat lamps to make sure that our visitors don’t get too chilly. The power for our igloo will be generated by the use of solar panels; this will further help emphasize the importance of going green. THE FLOOR PATTERN FOR THE VIEWING DECK.
THE SOLAR PANELS ON THE OUTSIDE OF THE VIEWING DECK.
38
DETAILED LOOK AT THE OUTSIDE CANDLES.
DETAILS
MARVELOUS LOOK OF THE MOUNTAIN PANORAMA.
VIEW OF THE SEA AND THE OLYMPIC STADIUM.
THE LIGHTS ON THE OUTSIDE OF THE POP-UP SHOP.
HEAT LAMP.
THE LIGHT DETAIL FROM THE DECK,
THE VIEW OF THE MOUNTAINS SEEN FROM THE POP-UP SHOP.
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AW14/15 SPORT COLORS BRIGHTS
NEUTRALS
PASTELS
GREY
PANTONE ® 11-4800
PANTONE ® 14-0000
PANTONE ® 11-0604
PANTONE ® 13-1008
ORANGE/ BROWN
RED
PANTONE ® 17-1462
PANTONE ® 18-1662
PANTONE ® 13-0752
PANTONE ® 15-0955
PANTONE ® 15-1316
PANTONE ® 12-2103
YELLOW/ GREEN PANTONE ® 13-0624
GREEN/ BLUE PANTONE ® 17-6153
PANTONE ® 14-4505
BLUE
PANTONE ® 18-4252
PANTONE ® 18-3945
PANTONE ® 18-2333
PANTONE ® 18-3230
PANTONE ® 18-3840
PANTONE ® 13-4110
PINK/ PURPLE
40
PANTONE ® 13-4105
AW14/15 SPORT COLORS PASTELS
SOFT MID-TONES
SATURATED MID-TONES
ONE ® 00
PANTONE ® 18-4105
ONE ® 08
ONE ® 16
DARKS
PANTONE ® 19-3803
PANTONE ® 17-1328
PANTONE ® 17-1048
PANTONE ® 18-1246
PANTONE ® 12-2103
PANTONE ® 16-1441
PANTONE ® 18-1454
PANTONE ® 18-1555
PANTONE ® 19-1532
PANTONE ® 13-0624
PANTONE ® 17-0839
PANTONE ® 18-0515
PANTONE ® 19-5920
PANTONE ® 14-4505
PANTONE ® 16-5515
PANTONE ® 18-3918
PANTONE ® 19-4535
PANTONE ® 19-4118
PANTONE ® 19-3953
PANTONE ® 19-4022
PANTONE ® 13-4110
PANTONE ® 13-4105
PANTONE ® 17-3808
PANTONE ® 18-5112
PANTONE ® 19-1218
PANTONE ® 19-1521
PANTONE ® 18-2027
41
MOOD
42
MOOD
43
MERCHANDISE
RETAIL PRICE : $750 COLOR OPTIONS:
DESCRIPTION
The finest down parka ever made. The Encapsil™ Down Belay Parka is 100% independently baffled and differentially cut, and insulated with Patagonia’s Encapsil™ down – a proprietary, plasma-treated, water-repellent down with an unprecedented fill-power of 1000. Numbered, limited edition.
LIMITED EDITION RETAIL PRICE : $650 COLOR OPTIONS:
DESCRIPTION
A minimalist hard shell built for light and free movement, the Super Pluma™ Jacket is made with durable waterproof/ windproof and breathable 3-layer nylon GORE-TEX® Pro fabric.
44
MERCHANDISE
RETAIL PRICE : $750 COLOR OPTIONS:
DESCRIPTION
The finest down parka ever made. The Encapsil™ Down Belay Parka is 100% independently baffled and differentialy cut, and insulated with Patagonia’s Encapsil™ down – a proprietary, plasma-treated, water-repellent down with an unprecedented fill-power of 1000. Numbered, limited edition.
OLYMPIC COLLECTION RETAIL PRICE : $650 COLOR OPTIONS:
DESCRIPTION:
A minimalist hard shell built for light and free movement, the Super Pluma™ Jacket is made with durably waterproof/windproof and breathable 3-layer nylon GORE-TEX® Pro fabric.
45
VIP EVENT
After the closing ceremony, Patagonia will be hosting a special VIP event where local Russian DJ’s will be featured in the celebration. Located in the eco-friendly igloo, hot beverages and hors d’oeuvres will be served. Fifty athletes will be invited and spotted in Patagonia gear. Thirty of the Patagonia’s brand ambassadors will also attend to celebrate the earth and help promote the 1% For The Planet initiative. The first ten people to download and complete the iPhone application game will receive 4 tickets to our special VIP event. Another 150 tickets will be sold for $50 and all profits from the tickets will be donated to the 1% For The Planet cause. Patagonia hopes that bringing athletes, brand ambassadors and the enthusiastic general public together will help create passion and excitement for the cause 1% For The Planet and help push all companies to be environmentally friendly.
SPECIAL PRESENTATIONS WILL TAKE PLACE.
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GUEST OF THE VIP EVENT.
SPECIAL DRINKS FOR THIS EVENT.
DJ WILL KEEP PEOPLE ENTERTAINED.
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RETAIL MANAGEMENT PROFESSOR DANIEL GREEN CHELSEA LEIGH, MALORIE EARLES, & ZITA FREIDENFELDE PATAGONIA OLYMPIC POP-UP SHOP WINTER 2013