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O U R VI S I ON

experiential marketing

Vi s i o n

E x p e r i enti al m ar ketin g will be u sed in -store t o i n spi re c o n s u m e r s a n d c re a te f ac e -to- f ace interact ion be t we e n br a n d a n d c o n su m e r. T h e u se of vi r tua l reality h ead sets in key st o re s wi l l a l l ow c u st o m e r s to v i r tual ly exper ien c e bein g in bu c ke t - l i st - d e st i n a t i on s aro u nd the wor l d . Th is str ategy o f m ot i va t i n g c u st om e r s t o tr ave l m ay poten tially r aise sales an d sp e e d u p pu rc h a si n g de c i si o n s , as th o se w ho come away f ro m th e vir tu al re a l i t y fe e l i n g i n s pi re d m ay p u rc h ase i n- stor e . J us tif ic ation O f fe r i ng vi r tual reality to a gen er atio n o f t e c h n o l o g i c a l ly - dr i ve n cu s t om er s w i l l help to tu r n Patago n ia st o re s i n t o a de s t i n a t i o n o f e x p e r i ences, w hi ch c an n o t be gain ed wh e n sh o ppi n g o n l i n e (H a l z a c k , 2 0 1 5 ) . Al though th e tar get c o n su mer is n o t re s t r i c t e d by a g e , t h e re h a s been a subst an tial r ise in millen n ial t r ave l a n d ba c k pa c k i n g , a n d by i ntr oduci ng vir tu al reality to th e br an d t h i s h o pe s t o a t t r a c t t h e atte nti on of the yo u n ger tar get au d ien c e . B y fo cusi ng on t h is millen ial c o n su mer, t h e l o n g - t e r m be n e fi t m ay b e t hat Patagonia are able to c reate a st ro n g e r c o n n e c t i o n wi t h th i s a ge gr oup. T h is mean s th at th e yo u n g e r c o n su m e r m ay be c o m e m ore aw ar e of th e ef fec ts o f th eir purc h a s i n g de c i si o n s o n t h e e nv i ronm ent, and over all th is may h elp Pa t a g o n i a ’s m i ss i o n t o ‘ c a u se

Page 64 | A Backpacker’s E s s entials

Patagonia S/S 18 Trend Concept.  

2nd Year Trend Forecasting Module. Aim: Create a S/S 18 trend concept for a brand of your choice.

Patagonia S/S 18 Trend Concept.  

2nd Year Trend Forecasting Module. Aim: Create a S/S 18 trend concept for a brand of your choice.

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