climb higher
“Not everyone wants to change the world, but we want the company to feel like home for those who do�-- Chouinard
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Table of Contents
Client Profile.............................4 Creative Brief ...........................6 SWOT Analysis.........................8 Expanded Target Market..........9 Mood Board.............................10 Competitor Analysis.................11 Style Guide...............................12 Logo Design..............................13 Print Ad...................................14 Media/ Merchandise................15
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Client Profile Patagonia History Patagonia was founded in 1970 by Ventura, CA native Yvon Chouinard as an extension of his alpine climbing equipment company. The company developed the 1st outdoor apparel made of non- natural fibers, including polyester fleece and polypropylene base layers. In the mid 1970s, the company became involved in local environmental protection efforts. By 1996 all cotton Patagonia products were made of organic fibers and today the company accepts over 50% of its product line for complete recycling. Field testers travel to all corners of the globe to better innovate products to suit the needs of athletes in a wide variety of technical and specialized sports. Rarely adopting current trends, the company believes that function should always dictate the form of its apparel
Mission, Vision, Goals Mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis� Core Values: 1) Quality- pursuit of ever greater quality in everything we do2)Integrity- relationships built on integrity and respect 3) Environmentalism- serve as a catalyst for personal and corporate action 4) Not Bound by Convention- our success- and much of the fun- lies in developing innovative ways to do things Goals- Not to make money, but to share a love for the outdoors and create a diversity of products for all facets of life
Target Audience Primary audience- Both male and female, ages 25-60 and children ages 12 and younger whose parents most likely buy Patagonia products. These individuals have a love for the outdoors. They prioritize conserving the Earth and its limited resources. Secondary audience- The 18-25 year olds are concerned with being green, the love the outdoors and wants to make sure that is there for future generations
Industry Patagonia is in the outdoor apparel and accessories industry, more specifically, high end and organically made materials. They sell its products online and through 53 stores in the US and 88 stores globally.
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Stengths and Core Competencies Strengths: reduce environment impact, simplicity and quality , functionality and collaborative decision making Core Competencies: high quality product development, customer loyalty, personnel management, outstanding benefits and childcare “Why on Earth would anyone run a company that was hard to work for?�--Let My People Go Surfing by Yvon Chounard
Products/ Services Patagonia creates active wear, everyday wear and travel wear. Its products are made of high quality organic material that is built to last decades.
Tone/ Current Design Style Used Climbers and surfers promote a minimalist style, therefore product design demonstrates a bias for simplicity and utility. Patagonia wants its brand to say and represent active, dependable, quality, innovation, simplicity, functionality, and socially responsible. They use earth tones of blue and orange and have a quiet but effective logo.
Niche A niche market of outdoor enthusiasts who want quality and care about the environment. Median age is 38, and average income is $70,000
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Creative Brief Background & Overview Patagonia is a very successful company that has maintained the same corporate identity for thirty years. On one hand, the company is ready for a revamp, but on the other hand it could be argued that not bothering to update its identity has granted Patagonia a brand ignorant of fad, capable of forging its own definition of style.
Unique Selling Proposition (USP) Compared to their #1 competitor, The North Face, they have a similar style but Patagonia makes their entire collection out of organic materials. Its products are better quality and far more durable. They are more expensive, but last a lifetime. They want their purchases to reflect their symbiotic relationship with the environment. All cotton Patagonia products are made of organic fibers and today the company accepts over 50% of its product line for complete recycling in all of its retail locations
Objective, Purpose & Goals Increase advertising for their campaign, “Buy Less�-- encouraging customers to sell their used Patagonia gear on eBay or through Patagonia’s website. With little advertisement, this campaign has actually led to an increase in their sales among those who care about the environment and those who wants to sell their old gear and use their proceeds purchase new Patagonia products.
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Target Audience Males and Females between the ages of 18-60 is still the main focus of Patagonia’s revamp. They want to increase awareness of the company along with ways to give back. Patagonia’s main focus is still not to make money, but to share their love for the outdoors and create a diversity of products for all facets of outdoor life. Their target audience will always be people who prioritize conserving the Earth and its limited resources.
Words that describe the visual appearance you want to achieve Simplicity, functionality, active, durable, socially responsible and innovative
Taglines “Climb Higher”
Call to Action Shop at Patagonia The Earth thanks you. Find the location nearest you or ship online @ patagonia. com
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SWOT ANALYSIS Strengths
Opportunity
Durability: Quality Development Eco Friendly business Products can last a lifetime Employee Loyalty Philanthropy: Donates 1% of each sale of 10% of pre-tax profits
Growing public concern for environmental issues Broaden target market demographically as well as globally Expand worldwide Recycling programs Growth of presence of social network sites Environmental internships Appeal to an online market
Weaknesses
Threats
Pricing for products are often too high for the secondary market Not as many customer loyalty incentives Not as fashionable as its competition Low regional awareness
Well known competition Lack of awareness in the new generation Lack of promotion and advertising
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Expanded Target Market “I see myself as part philosopher, part romantic and 100% goofball, all contained in one person�
Name: Matt Pack Age: 24 Gender: Male Location: San Juan Capistrano, CA Income Level <$20,000 Social Class: upper middle class Occupation: student/ volunteer Education: pursing degree in Psychology Marital Status: single Hobbies: rock climbing, ice climbing, cycling (mountain or road), running, snowboarding, trad climbing, and whitewater/ocean kayaking, mountaineering Mini Bio: Originally from WV and made the move to CA when I was 21 years old. I would classify myself as a free spirit, adventurous and an honest soul. I encourage all people to enjoy life more and to worry about attention and money less. I also love traveling, food, especially cheesecake, and laughing. The ultimate goal is to base jumping..
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Mood Board
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Competitor Analysis The clothing industry is well known for its social and ethical abuses. Stories of child labor and foreign sweatshops have often caught considerable media attention, sparking social activism among the public. Patagonia doesn’t take the easy way or even the profitable way out when it comes to this and has a thorough process of keeping it self accountable.
Top Competitors The North Face:
-Market leader when it comes to Gross
Profit and overall sales due to its focus on a more general target market including much of the younger demographic . -Mass Market appeal: available nationwide in thousands of retail stores. -Wholesale distribution -Marketing strategy focuses on the athlete, Columbia: Provide comfortable clothing to “anyone” (not effective)
LLBean Marmot
Patagonia’s Market Competition
Unlike its competitors: -Patagonia is more concerned with utility and quality, and not concerned with the emphasis on style along with not being sold in large style based outlets -Patagonia has limited distribution partners to ensure ethical standards
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Style Guide climb higher
Patagonia Workaholic (Medium) ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 CMYK: 0, 1, 56, 12 RGB: 224, 222, 98 HEX: E0DE62 Patone: 100C
CMYK: 0, 68, 93, 21 RBG: 201, 64, 14 HEX: C9400E Patone: 166C CMYK: 0, 71, 76, 34 RGB: 168, 50, 41 HEX: A83229 Patone: 7597C
CMYK: 28, 49, 9, 67 RGB: 61, 43, 84 HEX: 3D2B54 Patone: 7669C CMYK: 0,0,0, 67 RGB: 101, 101, 101 HEX: 656565 Patone: Cool Grey 10C
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Logo Design
climb higher.
patagonia climb higher.
patagonia 13
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Media/ Merchandise Patagonia â&#x20AC;&#x153;Climb Higherâ&#x20AC;?
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