MKT 313

Patagonia Isn't Shy; they are setting the standard and are not afraid to tell you about it

When one thinks about wearable tech they either think only of the ensuing iWatch or might pause and ask, wait what? Technology and clothing are often placed into different silos in our minds, however clothing can be technology in itself. Patagonia builds its definition of clothing with this in mind. A new campaign designed to spotlight the business practices Patagonia has turned into core values heads the tab on their website as “Materials & Technology”. And let me tell you, their tech gives microprocessors and sapphire glass used in many of our phones and tech favorites a run for their money.



Going as far as saying Patagonia is launching a campaign might be too far; saying they are highlighting their differentiators isn’t not enough. Patagonia is establishing a legacy. Believe it or not, it reminds me of the University of Michigan. One often thinks of Tradition when pondering the legacy of our great University. Patagonia is working to solidify their legacy, stamping their logo on one of the most innovative technologies we’ve seen while simultaneously stamping tradition in the minds of consumers. The definition of temporal factors defined in “Consumer Behavior” as situational characteristics related to time seems like it works just enough to use in this context. Patagonia seems to be creating their own temporal factors based off a history of using the following six technologies and materials; using time to provide credibility for their brand. Organic Cotton, recycled polyester, 100% traceable down, fair trade certified, hemp and Bluesign approved fabric.



These items, which you can read about here, have a level of congruity (Babin 229) that continues to fill the consumer with confidence that they are purchasing a high vale product with a history. At the end of the day, the brand loyalty (Babin 245) Patagonia has been able to form will carry them into the future, but what separates them from every other company is the brand advocates they influence. Patagonia is revolutionizing outerwear right under our noses. They have decided to finally let us know. 



Patagonia In My Life 

Cape Hatteras, North Carolina - it's sixty degrees but the wind is howling. Gusts up to 20mph with a steady howl of 12mph; this is an optimal wind speed for kite boarding. I am posted on the beach watching my dad try to cut through the chop, he's struggling to say the least. I pause a moment to take in the sound. No, not the reggae music vibrating behind me, nor the local ladies scurrying inside because it's too cold (winds of that speed turn even the hottest days chilly) but the Pamlico Sound. A perfect slice of land cornered by the sound on one side and the Atlantic ocean on the other creates a special scene - almost enough to distract me from noticing my dad is wrangling with his kite on the way back to the beach. He detaches and I begin to maneuver myself into the harness. First, I have to part with my Nano Puff Quarter Zip, Gray Patagonia Pull Over. Apprehensive of giving my favorite outerwear to my dad, I am comforted to know I have my Patagonia rash guard on underneath; you know, confident in my Patagonia. Now I'm ready to hit the chop.


The New River, West Virginia - it's early spring, do I need to say it? The ice has just melted and it's ****ing freezing. I'll set the scene; six of my best friends, my dad and his friend, layered up ready to take on our first white water rafting experience. Underneath my wetsuit is, you guessed it, my Patagonia long johns and a few sweater layers. 


Last but not least, Tiskita Jungle Lodge, Costa Rica - it's December 26th and oh is it beautiful. Having spend the first week traveling around Costa Rica, we found ourselves in Tiskita - the southern tip right along the Panama border. A magical place with bluffs over looking the Pacific and countless waterfalls. Everyday was a beach day, so everyday I had my Patagonia swim trunks. 



With an active lifestyle I often need equipment or apparel to maximize my utility and this is exactly what Patagonia does for me through utilitarian motivation (Babins 86). The products I buy from Patagonia helps me accomplish activities like hiking, kite boarding, white water rafting, etc. Similar to the utilitarian value discussed in my last post, this motivation adds an extra components that entices me to be a return customer. In combination with Patagonia's marketing campaign through their monthly magazine, I am inspired by the accomplishments I see other explorers complete. This emotional involvement (Babins 89) leads me towards aspirations to live a similar life to the ambassadors Patagonia endorses. 

Very seldom is there a product that provides one with inspiration, value and social integrity. These characteristics are why I am so passionate about the brand and never want to see Patagonia experience product contamination (Babins 101), or diminished positive feelings. 

Patagonia has been able to go above and beyond consumer behavior and create more of a "consumer community". Those connected to the brand are similar in lifestyle and, if not before, become passionate about the initiatives and values Patagonia supports. From conservation of our natural resources to social responsibility, Patagonia creates a correlation between thrill seeking and a safe product. Even when life can be crazy, the product provides a level of consistency, a level of safety that will get you through any situation. This not only influences behavior but drives habit - I know I am hooked for life. 

5 comments:

  1. Cooper,

    I think that this is a really interesting post. I completely agree with you, that Patagonia has become a brand that is on trend and worn by many different types of consumers.

    The only thing that I might slightly disagree with is that, the perception of Patagonia is being hurt by it being so popular on college campuses. I agree that there is a perception that Patagonia is worn by a younger generation, which most likely stems from what we talked about yesterday in class, subliminal messaging, where college kids see everyone else wearing Patagonia, so they purchase Patagonia.

    However, I think that root of why Patagonia has become so popular is rooted in the quality. When someone goes to purchase Patagonia they know that they will be getting a quality product that they can use to either walk around campus, or use for outdoor activities, which in my opinion increases the perception of the brand.

    Overall good post, I enjoyed reading it.

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  2. Cooper loved your blog. I am a huge Patagonia fan as well. Although I do see how Patagonia has moved into other segments such as college campuses rather then just people in the outdoor sports world, I do not see this hurting the brand. You mention the that Patagonia has become a symbol for “cool living” on college campuses and how that could hurt the image, but I disagree. When I went to the company’s history page I saw that the the starters of the company who were surfers and climbers, they were trying to go for minimalist style and simplicity. Although these “frat bros” are using the clothing for outdoor activity I still think the “cool living” would fit into the minimalist and simplicity style that the founders of Patagonia were looking for.
    Overall great blog Coop.

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  3. Cooper,

    Loved your blog again. I really enjoyed how you were able to show how the Patagonia brand is so versatile and able to be beneficial to so many different types of customers and so many types of activities. I feel this characteristic of being so versatile is huge in attracting new customers, they are not just attracting one type of customer. Rather they are able to attract customers who enjoy almost every type of outdoor activity. I also liked how you brought up the idea of utilitarian motivation. Even though Patagonia products last so long, you are still always going back for more just because of what these products help you accomplish. Great Post.

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  4. This is a great post, I loved the detail you put into each of your outdoor adventures, I almost felt like I was there and it certainly made me wish that I was. Even as someone who has never owned anything Patagonia, you made it seem pretty clear that their gear was key to accomplishing whatever outdoor activities you were working on. I think the explanation that Patagonia isn't just clothes, but about accomplishing your goals, you really make that sell that the gear is an essential element to the process. Well done.

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  5. Hey Cooper--Loved your descriptive story! You really paint a picture for the reader and, as a result, I am super motivated to pursue brands that mean a lot to me in my life. I really appreciate your take on the lifestyle Patagonia presents to their customers and, more importantly, their potential customers. Much like trends we see around campus, I am curious about the trend Patagonia has set on Michigan's campus. I think it would be really interesting to compare brands like North Face and Canada Goose against Patagonia and see the general profile of each customer. Again, great job making this an exciting read! Stay warm out there.

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