One of the
main competitive advantages Patagonia has is by providing affordable, environmental, safe, and efficient products. They
also have a company that is actively protecting the environment. They do this by having an environmental campaign called
“1% for the Planet”. This is a campaign where Patagonia pledges 1% of sales to the preservation and restoration
of natural environment. They also contribute to the campaign called “Common Threads, Garment Recycling”.
They recycle old Patagonia base layers to make new polyester fabrics that can be used to make new fibers, as is explained
on the market environment page.
Patagonia targets a variety of markets including the active outdoorsman such as
backpackers, climbers, kayakers, surfers, to the environmentally conscious, and to older and younger demographics.
- Patagonia offers a variety of high performance gear such as jackets, tents, packs,
sleeping bags, climbing gear, river shells, wet suits, ski wear, etc. These products obviously target the “active
outdoorsman” because these are high performance necessities when venturing through the wild back country. “Function
always dictates the form and the perfect form is the result of a perfectly solved functional need” which targets the
outdoorsman who is primarily focused on his latest venture, not fashion (Seigal, Matt).
- Patagonia targets the environmentally conscious consumers because they use recyclable
fibers and organic cotton. Patagonia is also very environmentally active because it gives 1% of sales to the restoration
and preservation of natural environments. Patagonia also spreads awareness of the need to preserve the environment to
people all over the world. A large part of the website discusses the importance and extreme need to take better care
of the world around us. The values of the company target those who care about environment and therefore bring in a large
portion of sales.
- The younger and older demographics are targeted because of the function and high performance
level provided by all Patagonia products. People of all ages want to buy products that will last and Patagonia provides
this to the fullest.
Due to the fact that they keep their financial statements private, we are unable to
find the proportions of their actual sales to each demographic; however, the company tallied $260 million this past fiscal
BRANDING FOR POSITIONING
In addition, the brand makes
an enormous effort to minimize the amount of pollution it produces, no small feat if one considers more commonplace manufacturing
practices. A major producer of catalogues, Patagonia attempts to choose products that produce less harmful catalog stock.
For clothing, it uses recycled polyester in many products and are aggressive denouncers of pesticide-intensive conventional
cotton, using only organic cotton since 1998. This strict environmental standard that Patagonia places upon itself, helps
distinguish their brand from other competing similar outdoor companies. Since, Patagonia’s target market are outdoor
enthusiast and environmentally conscious people, the buyers feel strongly compelled to purchase products from a company that
stays loyal to the outdoors that they love.
A person who wears Patagonia
seeks quality, durability and innovation. They are socially responsible, active and self-reliant. At least that’s the
image Patagonia is selling, Patagonia has become a must have for many that are outside of the outdoor/granola type. Patagonia
has become mainstream in today’s society that favors style and brand recognition and is even titled “Patagucci”
by some. Regardless, Patagonia’s brand identity is a strong one. With twenty-nine stores in seven different countries,
a strong catalogue business and a driving presence in countless other retail outlets, it should continue to climb every mountain.
Patagonia has one sub brand
called “Water Girl”. Water Girl is based out of Ventura, California, same as Patagonia and focuses on clothing
and swimwear for women. Water girl is a unique sub brand in that it is made for women by women, their “easy travel,
easy care” gear is perfect for the woman who is fast pace and constantly on the move.