patagonia Brand Extension
Company History Yvon Chouinard, Patagonia’s founder, got his start
It was an issue that had to be dealt with straight away. After
as a climber in 1953 as a 14-year-old member of the Southern
an ascent of the degraded Nose route on El Capitan, Chouinard
California Falconry Club. The only pitons available at that
and Frost decided to phase out of the piton business. Fortunate-
time were made of soft iron, placed once, then left in the rock.
ly, there was an alternative: aluminum chocks that could be
Chouinard, after meeting John Salathé, a Swiss climber and
wedged by hand rather than hammered in and out of cracks.
Sweden Borgian mystic who had once made hard-iron pitons
We introduced them in the first Chouinard Equipment catalog
out of Model A axles, decided to make his own reusable hard-
in 1972. It opened with an editorial from the owners on the en-
ware. In 1957, he went to a junkyard and bought a used coal-
vironmental hazards of pitons. A 14-page essay by Sierra climb-
fired forge, a 138-pound anvil, some tongs and hammers, and
er Doug Robinson on how to use chocks. Within a few months,
started teaching himself how to blacksmith. Chouinard made
chocks sold out faster than they were made.
Behind the Name
his first pitons from an old harvester blade and tried them out with T.M. Herbert on early ascents of the Lost Arrow Chimney
and the North Face of Sentinel Rock in Yosemite. The word
ful clothes, not outside. This soon changed. On a winter climbing
spread and soon friends had to have Chouinard’s chrome-mo-
trip to Scotland in 1970, Chouinard bought a regulation team
lybdenum steel pitons. Before he knew it he was in business.
rugby shirt to wear rock climbing. Overbuilt to withstand the rig-
He could forge two of his in an hour, and sold them for $1.50
ors of rugby, it had a collar that would keep the hardware slings
each.
from cutting into the neck. It was blue, with two red and one yel-
Chouinard Equipment
There was soon enough demand for Chouinard’s gear
During the late sixties, men did not wear bright, color-
low center stripe across the chest. Back in the States, Chouinard wore it around his climbing friends, who asked where they could
that he couldn’t keep making it by hand. So in 1965, he went
get one.
into partnership with Tom Frost, an aeronautical engineer as
well as a climber with a keen sense of design and aesthetics.
ed to find a name for our clothing line. Why not “Chouinard?”
During their nine years, they redesigned and improved almost
We already had a good image going, why start from scratch?
every climbing tool. The partners would return from every
We had two reasons against it. First, we didn’t want to dilute
trip to the mountains with new ideas for improving existing
the image of Chouinard as a tool company by making clothing
tools. By 1970, Chouinard Equipment had become the largest
under that label. And second, we didn’t want our clothes to be
supplier of climbing hardware in the U.S. It had also become
associated only with mountain climbing. A few names were con-
an environmental villain because its gear was damaging the
sidered but only one stuck:ttt Patagonia.
rock.
As we began to make more and more clothes, we need-
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis”
- M issi on Sta tement
It brings to mind, as we once wrote in a catalog introduction,
We hold, every eighteen months, a “Tools for Activists” con-
“romantic visions of glaciers tumbling into fjords, jagged wind-
ference to teach marketing and publicity skills to some of the
swept peaks, gauchos and condors.” It’s been a good name for
groups we work with. In 1988, we initiated our first national en-
us, and it can be pronounced in every language.
vironmental campaign on behalf of an alternative master plan
Growing Pains
During the early 1980s, we made another important
to de-urbanize the Yosemite Valley. Each year since, we have undertaken a major education campaign on an environmental
shift. At a time when all outdoor products were either tan, forest
issue.
green, or, at the most colorful, powder blue, we drenched the
Patagonia line in vivid color. We introduced cobalt, teal, French
60% reduction in energy use through solar-tracking skylights
red, aloe, sea foam, and iced mocha.
and radiant heating; we used recycled content for everything
We began to grow at a rapid pace; at one point we
from rebar to carpet to the partitions between urinals. We as-
made Inc. Magazine’s list of the fastest-growing privately held
sessed the dyes we used and eliminated colors from the line
companies. That rapid growth came to a halt in the summer of
that required the use of toxic metals and sulfides. Most impor-
1991, when our sales crimped during a recession and our bank-
tantly, since the early nineties, we have made environmental
ers, themselves in trouble and up for sale, called in our revolv-
responsibility a key element of everyone’s job.
Our distribution center opened in 1996, achieved a
Next Steps
ing loan. To pay off the debt, we had to drastically cut costs and dump inventory. We laid off 20% of our work force–many
We continue the search for more environmentally
of them friends and friends of friends. And we nearly lost our
friendly fabrics. We are using more hemp, in some products in
independence as a company. That taught us a major lesson. We
combination with recycled polyester. Recently, one of our sup-
have kept growth – and borrowing – to a modest scale ever since.
pliers has found a way to recycle polyester from sources other
Early Environmental Ethics
than soda bottles – and we’re making use of the fabric in some
Patagonia was still a fairly small company when we
of our best selling products. More importantly, clothes them-
started to devote time and money to the increasingly apparent
selves potentially can be recyclable. In the future, it should be
environmental crisis. At the same time, we slowly became aware
possible for consumers to return a polyester-based jacket to us
that uphill battles fought by small, dedicated groups of people
to then forward onto a processor to be re-made into fiber or
to save patches of habitat could yield significant results. We
other forms of plastic. Also in 1980 we came out with insulating
have supported wild lands projects that seek to preserve ecosys-
long underwear made of polypropylene, a synthetic fiber that
tems whole and create corridors for wildlife to roam.
has a very low specific gravity and absorbs no water.
Target Consumer
Patagonia has always catered to the ad-
It isn’t just the global nomads that we support.
venturers of this world. From hikers and climbers,
No, quite the contrary. As we mentioned earlier, Pata-
all the way to surfers, our first priority is to make
gonia also supports our fellow environmentalists. These
sure their equipment and clothes wear are of the
include the ecologists who use science to prevail over
uttermost quality. This means both environmen-
global warming and its damage on different ecological
tally and aesthetically. Let’s remember that our
systems, small blue-grass groups that are fighting to
founder, Mr. Chouinard, started off as an avid
prevent big corporations and governments from doing
nomad himself. He and his partner, Mr. Frost,
harm to the environment and to those who want to take
went on their own trips, reaching new heights
the green initiative in order to avoid further damage to
and coming to new ideas for the brand as they
our Earth. The list goes on and on. We make sure that 1
did so. They felt the rough grittiness of the rock
% of our sales also benefit these groups in order to help
on their hands as they climbed higher up the ob-
them with their uphill battles, that we use 100% organic
stacles that challenged them on the daily. Sweat
cotton in our clothes, and that we reduce our carbon
dripped off their brows as their aching muscles
footprint in any way possible. Our products reflect their
pulled them further up mountainsides and cliffs
lifestyle and their views on the world, and we wouldn’t
all around the globe. They have felt the rope burn
have it any other way.
their palms as they repelled back down onto solid ground. Their palms are rough and callused from
We also accommodate to avid non-consumerists
their own adventures. Exhilaration, adrenaline,
who have pledged to buy only what they need. Noth-
and that feeling self achievement filled their
ing more and nothing less. One of the most responsible
bodies each time they conquered a new terrain.
things we can do as a company is to make high-quality
So, is it not natural that our brand would want to
stuff that lasts for years and can be repaired, so you
share those feelings with our fellow consumers?
don’t have to buy more of it. We also created the worn
Our goal is to allow and inspire anyone, whether
wear program which celebrates the stories we wear,
you are a beginner or a pro, to try harnessing the
keeps your gear in action longer and provides an easy
elements in order to enjoy the natural wonders of
way to recycle Patagonia garments when they’re be-
this world. After all, that person climbing those
yond repair. Recycle. Reuse. Reduce. That is our way of
cliffs could be you!
life.
“In each sport, reward comes in the form of hard-won gce and moments of connection between us and nature� - Patag oni a Websi te Demographics
Psychographics
_ age 30-60
_ cares about the environment
_ 9-5 job
_ wants adventures & willing to learn
_ male & female
_ has free time on their hands
_ married or single
_ opened minded - liberal
_ empty nesters
_ values high quality product
_ close to urban & rural areas
_ invest in their product
_ lives in suburban areas
_ believes in quality over quantity
This Could Be You
patagonia is proud to present
Patagonia Travels
Who do you see when you look at a photo? Is that you on the mountain, connecting with the world on your adventure? Or someone else? It’s time to stop wishing you were living a different life. You ARE the person you need to be to embark on your own journey; all you need is a little help from us. Sign up today to learn the skills you want from rock climbing to backpacking— with Patagonia Travels. Find us online at www.PatagoniaTravels.com, or speak with our staff directly at one of our locations and don’t worry, they’ve been where you are now.
patagonia
Its time to feed your soul with Patagonia
_ Front
_ Back
Brand Extension Overview Product Patagonia presents: Patagonia Travels, an all exclusive travel and skill-building classes for the thrill seeker with an eye towards self-improvement. Patagonia Travels included two programs. The first is either a trip to New Zealand, the home of some of the world’s most awe-inspiring landscapes; or, a journey across the backpacking hotspots of Europe, cutting a swathe from Italy, Switzerland, the United Kingdom and France. Included in the adventure are pre-paid meals, tour guides, equipment and a plane ticket to your chosen destination. The second program is a roster of classes aimed at helping you live the most thrilling version of your life. Highly trained instructors in subjects such as fly fishing, rock climbing, skiing, snowboarding and surfing will teach students at any level; from beginners to intermediate adventurers. The classes are offered in three section: beginners, intermediate and advanced. Even advanced thrill seekers will have much to learn, and all of these five hour classes include lunch and all required equipment. Discover your potential for adventure at your own pace; we’re here for you and your journey.
Competitors Products
Patagonia Travels
_ North Face
_ G Adventures
_ Under Armor
_ REI Adventures
_ L.L. Bean
_ Intrepid Travel
Brand Extension Overview Promotio n When registering for a class or trip, customers must sign up through Patagonia’s website or in stores. By signing up, the consumer is automatically registered for Patagonia’s Membership Program. Memberships will provide discounts and direct deals for Patagonia merchandise. With each trip or class one participates in, they will receive points. These points can be used to access the discounts depending on the amount of points collected. Each class will give the customer 500 points and each trip will give 2000 points. Customers will also receive 15% off a class or trip and 40% hat or shirt. In the future we would launch an app to track the membership pragram. The app would allow consumers to shop Patagiona’s products and upload photos from their trips and classes along with tracking their points.
Membrship Reward 250 Points _ shirt or hat 500 Points _ fleece or Jacket 1000 Points _ bagpack or duffle bag
Instagram Start an Instagram entitled peoples_patagonia. Where we would post pictures from classes and trips people have taken through Patagonia Travels. _ #thiscouldbeyou _ #patagoniatravels _ #feedyoursoul _ #peoples_patagonia
People Each trip and class taken through Patagonia will be taught by experienced adventurers who share the brand’s love of sustainability and passion to do better for the planet. This brand extension is to reach the lovers of Patagonia lifestyle and give them the all around experience of Patagonia.
All Patagonia staff will be trained in Patagonia Travels to insure everyone on the sales floor can help any consumer who wants to learn more about the class and trips. They will be trained how to sign customers and how to sell the package. Employees will be offered free classes and discounts on trips so they can use their personal experience to help sell the package.
Ambassadors to Promote: Climbing _ Barry Blanchard and Zoe Hart
Fly Fishing _ Paul Brunn and April Vokey
Skiing & Snowboarding _ Leah Evans and Forrest Shearer
Surfing _ Liz Clark and Gerry Lopez
We favor informal travels with friends. Doing what we love to do – to the camera-covered event Patago nia We b s i te
Brand Extension Overview Pr ice Backpacking Trip Plane tickets will be provided from meeting destination to trip location and back to meeting destination. New Zealand
Europe _ Italy, Switzerland, United Kingdom, France
_ $2,000
_$1,800
12 Days Including:
10 Days Including
_Meals
_Meals
_Tour Guide
_Tour Guide
_Equipment
_Equipment
_Plane Ticket
_Plane Ticket
Classes _ Will vary with store location _ Prices may vary _ Equipment provided _ Full day with lunch provided
Prices _ Fly Fishing - $155 _ Rock Climbing - $190 _ Skiing and Snowboarding - $160 _ Surfing - $160
Brand Extension Overview Place Classes Classes will vary depending on store location (ex. Surfing classes will not be provided at our Denver store). Each class will have three levels offered starting with Beginner, moving on to Intermediate, and ending with Advanced.
Trips There are five locations we offer our backpacking trips. With these packages, we will include a round trip plane ticket from a meeting destination airport. Transportation to and from airports will not be provided by Patagonia.
Locations listed below:
_ Boston Logan International Airport _ JFK International Airport _ ATL Hartsfield-Jackson International Airport _ Denver International Airport
Places to Promote: _ Store Fronts _ Social media (instagram, facebook, twitter, snapchat, tumblr) _ App Ads ( Pandora, Spotify)
We still pursue climbing & surfing, activities that entail risk, require soul, & invite reflection Patag o nia We b s i te
In-Store Signage The in-store signage will be featured prominently all over the store. directing the consumer to the In-Store Kilos. The Kilos are where consumers will sign up for trips and classes.
Email Blast
This Could Be You Sign up for Patagonia Travels Online or InStore
patagonia
This Could Be You Sign up for Patagonia Travels Online or InStore
patagonia
Webpage
“Patagonia, although extremely successful, does not focus on profits as a means for the company’s existence. Instead, they reflect ‘a strong market orientation with voice of the customer built in’ ” - Wi nni ng at N ew P roduct s.
Window Display
illustration by Elizabeth Fisher
This Could Be You Sign up for Patagonia Travels Online or InStore
patagonia
Tess Burns _Bailey Srom_Danyah Al Nator