fasm 245 // Professor Dan Green // Hannah Brown, Erin Deluccia, Olivia Ruffin, Jiabao Duan //
Contents
History Mission The Why & How Consumer Profiles Store Information Competitors SWOT Analysis Trends Buying/Store Plans Assortment Plan
History //
Founded by Yvon Chouinard in 1973, Patagonia is an outdoor apparel company based in Ventura, California. A certified B-Corporation, Patagonia’s mission is to build the best product, cause no unnecessary harm and use business to inspire and implement solutions to the environmental crisis. The company is recognized internationally for its commitment to authentic product quality and environmental activism.
Mission //
“ We’re in business to save our home planet.
Product standards depend on function, maintainability and, most importantly, durability. Our mission is to protect the environment by producing products that can be passed down from generation to generation and recycled. �
Supply Chain //
Footprint Chronicles
Supply Chain //
Transparency Footprint Chronicles
Supply Chain // Activism Transparency Footprint Chronicles
Key Words repair
reuse recycle
Patagonia Provisions
“Our goals are the same as with everything we do: We aim to make the best product, cause no unnecessary harm, and perhaps most important, inspire solutions to the environmental crisis.”
Worn Wear
“We fix our customers’ gear in our stores, on the road and at our garment repair center— the largest sewing repair facility in North America. (We repaired over 55,000 pieces in 2018 alone).”
Common Threads The initiative is “a partnership between our customers, eBay and Patagonia to make, buy and use clothes more sustainably, with the ultimate aim of keeping the clothes we sell from ever reaching the landfill.”
The Cleanest Line “The goal of The Cleanest Line is to further Patagonia’s mission by encouraging dialogue about the products we build, the sports we love and the environmental issues we’re concerned about.”
Cotopaxi // Direct Competitor
+ colorful products + focus on camping + values sustainability
Outdoor Voices // Indirect Competitor
+ patterns & color + lifestyle/wellness + size variety + values sustainability
The North Face // Direct Competitor
+ consumer popularity + very similar products + size & color varients
Lululemon // Indirect Competitor
+ caters to every age consumer + lifestyle brand + clothing for function & style
S
W
O
T
Strengths // Company Image
Tech Materials
Fair Trade Certified
Climate Crisis
Weaknesses // Product Variety
The North Face The North Face
Patagonia
Lululemon Patagonia
Lululemon
Opportunities // Younger Market
Youth Consumer + lower price points + caters to trends + graphic tees/socks
Threats // Lose Market Share
Threats // Anti-Consumerism
Trends
Fashion // Statement Socks
A.P.C. SS 2020
Stella McCartney
PFW Street Style
Fashion // Athleisure Silhouettes
Adidas
Hermes SS 2020
PFW Street Style
PFW Street Style
Fashion // Minimalism
PFW Street Style
PFW Street Style
Outdoor Voices
Lifestyle // Sustainability
Going Green + reusable bags + metal straws + activism
Lifestyle // Sustainability
Going Green + reusable bags + metal straws + activism Greenwashing + brand transparency + ethical practices + carbon zero initiatives + fair labor claims
Lifestyle // Sustainability
Going Green + reusable bags + metal straws + activism Greenwashing + brand transparency + ethical practices + carbon zero initiatives + fair labor claims Authenticity + developing tech + values & mission reflect + renewable electricity + circular product life cycle
Lifestyle // VSCO Girl
Gen-Z Consumer + eco friendly for the trend + “save the turtles� + uses a metal straw + drinks from hydroflask + thrift shops
Wellness
Portland Opening + 2002 + Relocation 2017 + Now More Than Ever Initiatives + Fair Trade + Denim is a Filthy Business + Vote Our Planet Community + $352K donated to local environmental groups + Instore events
Cameron Oar The Experiencer Portland, OR 22 Years Old Cameron completed her education at Berkley and works as a park ranger at Crater Lake National Park. Her style is extremely trendy, but not always mainstream. She is very sociable, Cameron puts her friends and family before anything else. Cameron is very active, she loves going on spontaneous trips and excursions. She responds extremely well to visual stimulation, and is always seen in colorful prints and patterns.
Atlanta Opening + 1996 + New mural for 20th anniversary event Monthly Events + Beltline Arboretum + Lunch and Learn + Twilight in the Arboretum Community + Free morning yoga + Partners with Trees Atlanta and Concrete Jungle Inc.
Kelly Anderson The Achiever Atlanta, GA 37 Years Old Kelly is a proud stay at home mom, supporting and taking care of her husband and two children is her main priority. She is diligent and ambitious and likes to stay on trend and up to date with what’s hip. When she’s not on the sidelines of one of her kids’ sports games, she is hanging out with her girlfriends, drinking a mimosa, and catching up on the latest hot gossip. She supports a green lifestyle and loves to meditate and practice yoga to destress.
The Next Steps Opportunity
Sources // https://www.instagram.com/cotopaxi/ https://www.patagonia.com/climate-crisis.html https://www.cotopaxi.com/collections/unisex https://www.vogue.com/slideshow/paris-fashion-week-fall-2018-street-style https://www.nytimes.com/2019/09/22/style/trends-shoes-handbags-milanfashion-week.html?searchResultPosition=17 https://www.businessoffashion.com/search https://www.vogue.com/fashion-shows/spring-2020-ready-to-wear http://www.patagoniaworks.com/press/2017/2/7/patagonia-to-relocate-portland-oregon-store-to-historic-burnside