Patagonia is a clothing brand that specializes in outdoor clothing and gear. It first launched in1973 in California by Yvon Chouinard. Patagonia’s main mission is to use their resources to lessen the threat of extinction on all life on earth.

On September of 2022 Patagonia announced that the company has been sold and that the Chouinard family has turned over all ownership to two entities: Patagonia Purpose Trust and the Holdfast Collective. What has been said about this transfer is that all of the funds that are not reinvested back into Patagonia will be allocated as dividends to keep protecting the earth. The Patagonia Purpose Trust will work to develop a permanent legal system that preserves Patagonia’s purpose and values Their mission is about saving the planet by making sustainable and environmentally conscious products as well as encouraging their customers to make better buying decisions.

Although advertising is not Patagonia’s priority, they have an opportunity to reach their target audience better through digital means, considering that their target audience is very digitally based in their day to day lives. They do have social media accounts with large followings, their engagement is low and could be improved significantly in order to increase their brand loyalty.

This case study will discuss how Patagonia can shift their marketing strategy by utilizing digital media in order to create a more meaningful relationship with their customer base. In addition to establishing a community rooted in sustainability. This will effectively achieve their mission while establishing themselves as a strong competitor in the sustainability market.

02 SWOT

• S
• Environmentally conscious clothing and proactive in activism
  
• Resell programs
  
• Efforts towards environmental causes
• Rewarding brand loyalty
• Traditional Marketing
• Strong presence in pro-outdoor community

• W
• Digital Engagment
  
• Marketing the community initiatives
• Marketing to Gen Z
  

• O
• Expand on influencer marketing focused on sustainability and environmental activism
  
• Develop and strengthen digital engagement
• Maximize on trends and experiences that create community, brand customer relationships and positive change

• T
• Failure to acquire potential target segment loyalty
  
• Potentially lose current customer base
  

This customer segment was chosen because of their propensity towards choosing and trusting brands that morally align with their values. Gen Z and Millenials are highly aware of the climate crisis and therefore choose to be more sustainably conscious in their choices of brands that they choose to support. Patagonia, being a brand that is pushing this objective of reducing waste and being a positive impact on the environment will connect with this customer segments lifestyle and attitude. They will align with Patagonia’s values and be able to pursue positive environmental actions by supporting the brand.

Demographic: Men and women 18- 35, single, mainly in the United States, the Netherlands, United Kingdom, Germany, Japan, Australia, Chile, Argentina, South Africa

Occupation: Studying and working, middle to upper class, middle to lower class

04 Marketing Strategy

Overview

Patagonia will also develop a social media team that will fulfill their proposed goals and strategies. They will post 2-3 times a day on the main social media channels (TikTok, YouTube and Instagram) to engage their audience on a consistent basis. They will create an ambassador team that will evolve their relationship with the desired audience through the use of influencer marketing.

Rationale

By having Patagonia host and create these events and experiences, the target segment will develop a stronger relationship with the brand. By aligning with their beliefs and values while producing significant memories of the brand, it will encourage the target segment to revisit the brand often. This will generate an association of loyalty and advocacy for Patagonia on the customers part.

InOurHands Campaign

This campaign is looking to improve Patagonia’s brand loyalty by reviving Patagonia’s social media engagement across all its platforms. The name In Our Hands brings a sense of responsibility to the customer by saying that the fate of the Earth is in their hands. The campaign will empower them by giving them the tools to make their own positive change with the help of Patagonia. Patagonia will develop a separate Loyalty Club which allows non-pro, loyal customers to receive rewards, benefits and discounts.

1. Partner with current generation athletes and environmental and human rights activists
2. Send Patagonia equipment and clothing as PR
3. Influencer's can generate authentic content using Patagonia items while taking part in their passions and day to day activities
4. Provide Worn Wear promo codes to share with their followers

06 Patagonia x Lush Earth Day Event

07 5 Year Plan