- Descriptive modifier: nature

- Brand function: outdoorsmanship

Physique: earthy and neutral colors, simple aesthetic, graphics of nature

Relationship: we want to consumer to trust our products, their quality, integrity, and environmental consciousness.

Self-image: we give our customers the tools to thrive in their favorite sports & environments. When they feel well-equipped and well-prepared, they will thrive more & spend more time in their favorite sports

Culture: high quality, durability, environmental consciousness, sportsmanship, outdoorsmanship,

Reflection: adventurous, eager, motivated, active, open, sticks to their beliefs

- can i justify the price given how often i use the product?

- can i justify the price in general?

- why should i buy these products if there are less expensive options?

- can i overlook the social infractions of patagonia?

- how can i know the product will do the job well?

Gains:

- a product i can use for a lifetime

- a product that doesn't harm the environment

- a good feeling about helping the environment

- assurance of quality and durability

Customer jobs:

- find the right gear for their sports

- balance work with sports activities

- find environmentally friendly products

- stay warm, stay dry, stay flexible

Pain Relievers:

- high initial initial investment, but cost-saving in the long-run

- assurance that you have it for a lifetime (repair program)

- partner with athletes to showcase the functionality of the products

- take steps to alleviate social problems

Gain Creators:

- quality materials and design (long life cycle)

- focus on environment

- confidence in the brand & brand credibility

Products:

- activewear and sports equipment

Life Changing: Self-actualisation

Emotional: Design and Aesthetics

Functional: Quality

Vision: "We aim to use the resources we have—our business, our investments, our voice and our imaginations" to create positive change for the life on our planet (plants, animals, natural resources).

- started as a small company that made tools for climbers

- shifted focus to more on mountain sports (climbing, skiing, snowboarding, surfing, mountain biking, and trail running)

- gained popularity among outdoor enthusiasts and environmentalists.

- continuous innovation in materials and processes used

- faced a lot of challenges during COVID-19, temporarily closed down stores and website

- focus on saving the environment from the start; but issues with human rights in its operations

It should remind of: “romantic visions of glaciers tumbling into fjords, jagged windswept peaks, gauchos and condors.”

Middle to upscale consumers

Sports people

Activewear Market Value: $ 393.2 Billion US dollars in 2023

• Trade Regulations

• Government's tax policies affect sales of Patagonia

• Patagonia involves itself in political matters and state ther voting preferences which leads to influencing the customer base (they even sued the trump administration)

  
  

E:

• Patagonia doesn't support the Trans Pacific Partnership despite it would help their profits because it does not align with der environmental und sustainable values

• Inflation has negative effects on Patagonia

• Recessions and periods of economic growth have impact on Patagonia

S:

• raising awareness for the need of sustainable change

• growing amount of environmental conscious people

• slow fashion is becoming more popular

T:

• introduction of new technological processes to make products more reusable and recyclable

• waste management

POINTS OF DIFFERENCE

- environmentally friendly

- higher price & higher quality

- technical specs of products

POINTS OF PARITY

- durability

- functionality & performance

- cater specifically to outdoorsy sports enthusiasts

Style & Imagery: use muted, natural colors to express oneness with nature

Social Media (Instagram, Facebook) - don´t capitalize on in in such a way as other brands; not flashy

• mountain peaks, bear, fish, bison

• use symbols that all evoke mountains and nature as well

Tone still informative and semi-formal

Focus on aesthetic

Provocative

Informative

Decorations: trees, sounds of wild life, splash of water

Slow ride in the beginning enjoying the nature, as a bear comes from behind and hunts the ride. Follwoing, suddently the ride starts to highly increase speed to further distance, going up and down, symbolising the excitement of adventures. Shark jumps above the ride, a bison herd besides in the grass.

No formal clothing

Enjoying the spirit of nature

After the ceremony, whatever berries are gathered and animals hunted, have to be cooked by oneself --> camp fire

hiking, fishing, any sports possible in the region