Conceptual

Ad-series
Jaden Anderson, Camilo Espinel Bueno

Fall 2023 Arts 224_002

1
Market Research
BACKGROUND OF PATAGONIA

Founded by Yvon Chouinard in 1973, Patagonia is a clothing company specializing in out-

door clothing and equipment. Before, the clothing brand Patagonia was solely a rock-climb-
ing company selling their equipment from their first store in Ventura, California, in 1973.
In addition to sportswear, Patagonia offers many outdoor products, such as camping food,
sleeping bags, and backpacks. Furthermore, Patagonia has been involved in several envi-
ronmental and political activist campaigns, including 1% of its total sales going toward en-
vironmental groups. Along with Patagonia’s long-standing equipment, they have achieved a
B-label, which means it is among the most sustainable brands in sports, outdoor gear, and
clothing.

THE MISSION OF PATAGONIA

Patagonia’s mission statement is “we’re in business to save our home planet.” Their core
values are to build the best product, cause no unnecessary harm, use business to protect na-
ture, and not be bound by convention. One of the driving forces for Patagonia as a brand is
to impact the environment through product durability and recycling, sustainable business
practices, and using 1% of its revenue toward protecting and restoring natural habitats.

LOCAL TARGET DEMOGRAPHICS/AUDIENCE

The Patagonia brand focuses heavily on outdoor products such as mountain climbing, ski-
ing, and kayaking. And not surprisingly, so do its customers. To the Patagonia audience, its
products are not fashion statements but equipment. The brand’s biggest audience is younger
married men and women, averaging in age from 25-34, with shoppers being 50.32% female
and 49.68% male. Moreover, the Patagonia audience geographically is more likely to be
found in cities that are closer to major mountain ranges or oceanic landscapes, with two of
the most significant areas of interest being Denver and Seattle for Patagonia lovers. “Pata-
gonia’s audience interest focuses on outdoor athletic gear and activities as well as organi-
zations that support wildlife and the environment.” Through thorough research, it is found
that Patagonia’s top-selling items are fashion and apparel. Furthermore, Patagonia.com gets
most of its social media traffic through Reddit, YouTube, and Pinterest.

2
Market Research
COMPETITORS

One of the number one competitors Patagonia faces is Columbia Sportswear. Columbia
Sportswear is the leading brand in the outdoor industry as they continue to remain at the
top in sales revenue. Furthermore, while Patagonia has over 3000 employees, Columbia
now has over 10,000 working for them and has a revenue of over 3.464 billion dollars; Pata-
gonia has an annual revenue of 394.2 million. A massive uptake Columbia has on Patagonia
is the prices. While Patagonia may make better quality products compared to the competi-
tor, they still have the upper hand regarding prices on clothing and outdoor products.

Another huge competitor Patagonia faces is The North Face much like Columbia their low-
er prices vs. Patagonia’s is a huge selling point for their brand. Like Patagonia, The North
Face’s biggest selling product is their puffer jackets with Patagonia’s jackets ranging in an
increase of price ranging from 19-21%. Furthermore, the annual revenue is nearly 3 times
more than Patagonia’s sitting at 800 million compared to 394.2 million.

UNIQUE SELLING POINTS

Patagonia has three unique selling points to its brand. They are fair trade certified cloth-
ing made from organic cotton and free from any pesticides, herbicides, and SMO seeds.
They also let customers use a trade-in program to exchange used gear for in-store credit.
And they donate 1% of all sales to the preservation and restoration of the planet. Patagonia
is focused not only on revenue and sales but they are, first and foremost focused on the
well-being of the earth. By creating an environmentally friendly reputation with its custom-
ers, Patagonia has been able to increase its brand loyalty.

3
Market Research
STRENGTHS AND WEAKNESSES OF PATAGONIA

Patagonia’s strengths include purpose-driven strategies, private ownership, excellent philos-

ophy, reputation, eco-friendly operations, and effective marketing. Out of this extensive list,
three stand out most prominently. That is the reputation, eco-friendly operations, and effec-
tive marketing. Since the beginning of Patagonia, they have focused on aligning their core
operations with special causes that matter, contributing to the consumer showing that they
care about their customers, and building a notable reputation. Furthermore, they have gone
above and beyond on their eco-friendly operations with multiple environmental campaigns
and 1% of revenue going to environmental groups. Patagonia has very effective marketing
to their direct audience, which is environmentalists and outdoor phenomenalist, through
their products and ecological campaigns that have caught the eyes of the consumers.

While every business has its strengths, they as well have its weaknesses. Some of Patagonia’s
rely on suppliers, low market presence, and weak e-commerce. Reliance on suppliers, with
any other business Patagonia, relies on suppliers from Asia; this could create a supply chain
issue for them and cut off manufacturing. Patagonia and a low-market presence with only
37 stores spread across the country and 2 in Canada could make consumers forced to go to
other competing brands such as Columbia Sportswear. Finally, Patagonia struggles in the
e-commerce market, which is the biggest weakness and threat to the brand. This is because
much of shopping today is done online, and if Patagonia continues to struggle in this area,
it can be a significant flaw for them.

4
Market Research
Conceptual Ad Overview
PURPOSE OF CONCEPTUAL AD’S

According to Vanessa Schaefer for ClockWork Design Group Corporate Inc, Conceptual
ads have the purpose and distinction of focusing on underlying benefits and the desires,
fears, or other emotional responses that drive decision-making. Conceptual ads often grab
readers’ attention by making them think, smile, or laugh.

EXAMPLE OF EACH CONCEPTUAL AD

INFORM ENTERTAIN

RAISE AWARNESS SHARE VALUES

5
Market Research
Analysis 1
CONCEPTUAL AD SERIES IMAGES
CONEPTUAL AD SERIES IMAGES

6
Market Research
Analysis 1

TYPES OF CONCEPTUAL AD’S

The three ads that have been found for Patagonia are to inform, raise awareness, and share
values.

TARGET AUDIENCE

The target audience for Patagonia and the ads implemented are consumers who want to
preserve the great outdoors and have environmental change through small acts such as
recycling their clothes with Patagonia. Patagonia’s goal in these ads is to improve this earth
through its trade-in program and show this act’s impact on the environment.

STRATEGY

Patagonia’s strategy with these ads is to reach the outdoor audience and create a sense of
immediacy and urgency that they can do something about the environment by recycling
their clothes through Patagonia. Furthermore, these ads convey their values by represent-
ing who their brand is, and their mission statement is “we’re in business to save our home
planet.” A challenge that Patagonia may face in this tactic is the loss of revenue through in
quote, “DON’T BUY THIS JACKET.” This could create an environment where they could
lose sales due to consumers continually recycling their products. However, this could also
be used to their advantage by using recycled products to make more materials and improve
their reputation with their consumers.

TACTICS

In the ads, Patagonia used Instagram and New York times for their products. Furthermore,
on the Instagram ad, Patagonia had much more information in their caption, giving more
meaning behind their products and accomplishments. In all three ads, Patagonia used the
same type of jacket in different forms, one of the most popular products among their con-
sumers. This would be implemented so Patagonia could relate to its audience through the
product most consumers would own.

7
Market Research
Analysis 1

SUCCESSES/FAILURES

In this ad, it is apparent Patagonia’s success, which is the implementation of their most pop-
ular product, their vision for what they want to accomplish, the values they share, and the
ability to inform their audience of the product and company.

A failure that Patagonia may have presented itself is the “Don’t buy this jacket” slogan,
which I believe was bold and could have either created more sales or reduced their product
sales.

ANALYSIS/CRITIQUE OF THE SERIES

Through my analysis and critique of the series of ads, I personally like them. I believe they
effectively and efficiently conveyed their values and principles of the products and what
they believe. However, I also don’t know how I feel about the “don’t buy this jacket” it feels
as if they are telling me not to buy their product which slightly throws me off and confuses
me. I would not have purchased the jacket if I were an average consumer who knew little
about Patagonia. However, if I were a hardcore consumer of Patagonia, I would have greatly
appreciated it. So while the ad was daring, the concept was intriguing and did get its pur-
pose across to its audience of consumers.

8
Market Research
Analysis 2

IMAGES OF THE SERIES

9
Market Research
Analysis 2

TYPES OF CONCEPTUAL AD’S

The three ads that have been found for The North Face are inform, and share
values

TARGET AUDIENCE

The North Face main audience consists of people who are outdoor enthusiasts and people
who have a very active lifestyle. In particular with this conceptual ad the main audience for
The North Face is women who want to be empowered to experiance the great outdoors.

STRATEGY

The as campaign makes a strong emphasis on highlighting and encouraging

global female explorers by incorporating native women in their enviroment. The North
Face’s goal with this ad is to encourage women to explore their natural enviroment and step
out of thier comfort zone.

TACTICS

In the ads presented by North Face they had implemented tactics such as informative and
share values for their brand reaching their consumers by inspiring women to get outdoors
and join their sisters around the world who traverse heavy and rocky terrains every day.
North Face executed this ad by implementing images of an outdoor female enthusiast
hiking paired along with an image of a native women working in her home enviroment.
Each ad presented a different enviroment showing the unique people groups around the
world but as well as the various terrains North Face’s equipment can be used on. North
Face achieved their purpose by implementing the various tactics used and drove their point
across for their consumers.

10
Market Research
Analysis 2

SUCCESSES/FAILURES

The ad presented succeeded in its purpose thoroughly through the implementation of relat-
ing with the consumer through their outdoor branding; and furthermore, in their branding
through involving strong and independent women in their ad’s. A failure that is presented
in this ad could potentially be the lack of a the male audience. With this ad being mainly
focused on the female audience it could potentially drive away the male audience and create
a loss of revenue. Another failure that is presented is the lack of North Face advertisements
toward their products. While the ad does support North Face, they are lacking the ability in
this ad to present their products to the fullest extent.

ANALYSIS/CRITIQUE OF THE SERIES

The series of conceptual ad’s that North Face has presented gets the message and values
across by inspiring women to explore the great outdoors like their fellow sister by including
diverse female figures and enviroments. However, though the lack of the male audience
is prevalent which could drive away potential customers and the deficiency of North Face
product branding.

11
Project Brief
COMPANY OVERVIEW

Patagonia is an outdoor clothing company that specializes in outdoor clothing and equip-
ment. Patagonia’s mission is to build a business to save our home planet through fundrais-
ing events, recycling, and donating 1 percent of all proceeds to environmental programs.
Furthermore, Patagonia has been labeled as a B-label company which means they are
among the most sustainable brand in outdoor gear and clothing.

GOALS OF THE PROJECT

We are doing well against our competitors but we don’t just want to do well, we want to
stand out and create intrigue in what we offer and/or our mission. To do that, let’s push
away from the traditional type of advertising. Develop 3 ads as a series that are conceptual
in nature. Avoid our products as the main visual. We will be using the series as a digital and
print magazine advertisement.

TARGET AUDIENCE

Our target audience is people who are committed to the Patagonia brand and understand
the ideas and vision of Patagonia. We want to reach environmentalists and people who care
about our products and our recycling program. Furthermore, we want to reach people who
live in heavy mountain range environments such as Denver or Seattle where our consumers
appreciate the great outdoors.

PROJECT BUDGET

$5,000

COMPETITOR INFORMATION

A huge competitor Patagonia faces is The North Face much like Columbia their lower pric-
es vs. Patagonia’s is a huge selling point for their brand. Like Patagonia, The North Face’s
biggest selling product is their puffer jackets with Patagonia’s jackets ranging in an increase
of price ranging from 19-21%. Furthermore, the annual revenue is nearly 3 times more than
Patagonia’s sitting at 800 million compared to 394.2 million showing that The North Face is
generating more revenue.

TIMELINE/SCHEDULE

Pitch Presentation in 4 weeks

12
Project Brief
ADVERTISEMENT SUMMARY/PLANS

Purpose of ad series: As a brand, we want to bring awareness to our recycling program and
bring purpose to why we recycle our clothes and have a trade-in program where customers
are allowed to bring in Patagonia products and repair them. We want to inform our cus-
tomers of the values we carry as a company and how recycling our products can help the
environment.

CONCEPTS

1. We want to design a vest caricature with a sad emotion on its face saying please don’t
throw me away, along with this product we will show a hat caricature and a hiking bag car-
icature. Each item will have scratches and damage to them stating “DON’T THROW ME
AWAY” this ad will rise awareness of our recycling and repair program.

2. Hikers on a snowy mountainside wearing Patagonia clothing showing off his warmth
and comfort while another man standing next to him will be bundled up in multiple layers
without Patagonia products freezing cold. This ad will show off the comfort and quality of
Patagonia while contrasting with competing brands.

3. The final concepts will consist of the Patagonia logo that is spanning across three concep-
tual images with Patagonia’s vision and mission of who they are and their stance on sup-
porting nature. Furthermore, we want to further the design by incorporating a man hiking
on the Patagonia Mountain logo.

TONE, MESSAGE, AND STYLE

We want to go with a fun tone that entertains the audience and conceptualizes the purpose
of the Patagonia brand of what they stand for and how they accomplished this through
recycling and repairing its products for its consumers. We hope to accomplish this through
concept one which leans towards the entertaining aspects and informative display of the
brand.

13
Project Brief
PATAGONIA ADS

COMPETITOR ADS

14
Project Brief
MOODBOARD

15
Thumbnails

16
Rough Drafts

17
Rough Drafts

18
Comps

I LOOK HAPPIER
WHEN I AM

Why throw away your favorite jacket? Here at Patagonia we care about the
environment and how to cherish it. We work with repair and repatch services so Why throw away your favorite jacket? Here at Patagonia we care about
that your favorite Patagonia items will last longer! the environment and how to cherish it. We work with repair and repatch
services so that your favorite Patagonia items will last longer!

IS BETTER THAN WASTED!

19
Comps

20
Comps

Why throw away your favorite jacket? Why throw away your favorite pants?
At Patagonia we care about the environment and cherish it. We offer repair At Patagonia we care about the environment and cherish it. We offer repair
and repatch services so your favorite Patagonia items will last longer! and repatch services so your favorite Patagonia items will last longer!

Why throw away your favorite backpack?

At Patagonia we care about the environment and cherish it. We offer repair
and repatch services so your favorite Patagonia items will last longer!

21
Refined Draft

22
Final Draft

Why throw away your favorite jacket? Why throw away your favorite pants?
At Patagonia we care about the environment and cherish it. We offer repair At Patagonia we care about the environment and cherish it. We offer repair
and repatch services so your favorite Patagonia items will last longer! and repatch services so your favorite Patagonia items will last longer!

Why throw away your favorite backpack?

At Patagonia we care about the environment and cherish it. We offer repair
and repatch services so your favorite Patagonia items will last longer!

23
Mockup

24