Target Markets of Patagonia and North Face

To find motivation in picking up an occupation, some factors need to be considered. For instance, it is easier to study in a more inviting environment. In a tidied-up room, around an accordingly decorated desk, etc. Similar to how it works, athletes find a lot of enthusiasm in gratifying apparel. It can even be looked at as a source of energy. Offering products from silent sports clothing to just simple outdoor gear, Patagonia and The North Face are two large clothing companies. In this blog, we are going to discuss the target markets of both of those brands.

Let’s start by discussing one of Patagonia’s campaigns

That will ensure we get a bit more insight into the marketing strategies that the brand uses.

Towards the end of November, most companies advertise themselves a little more actively because of Black Friday. They are aware that because of huge sales, people will be purchasing more products than necessary.

Patagonia is a sustainable and environmentally friendly brand. It always comes up with interesting ideas that are not only eye-catching but also eye-opening. For instance, in 2011, Patagonia developed the “Don’t Buy This Jacket” ad in The New York Times.

People tend to get new clothes and throw away the old ones without realizing that they’re damaging the planet. Thus, in 2020, the company’s campaign was “Buy Less, Demand More”. The idea is to get used gear rather than brand new ones.

The company even added a special button on its website that shows the comparison between new products and used versions.

This is something that no other business has ever done. This idea is so astonishing in many ways. It makes it so the products that Patagonia offers stay in use for a longer time.

In fact, a purchase of a used attire generally extends its life by 2.2 years. Additionally, its carbon, waste, and water footprint are decreased by 73 percent.

The second part of this campaign focuses more on the educational aspect. It encourages sustainability and ways to contribute to it. People are recommended to buy clothes that meet three requirements.

Those are regenerative organic cotton, fair trade production practices, and recycled fibers.

As a result, the company ended up earning more profits from worn clothes in that week after three years. It was a record and a conveyance of a valuable message.

The next topic that we will be looking at is the communication strategy of Patagonia.

To make it easier, we’re going to analyze one of its slogans.

It is probably safe to say that it became evident that this company is active when it comes to environmental issues. As those problems are getting more serious, it makes sense to send a message to authorities. Those, for example, are climate deniers in power.

In consequence, Patagonia set up the “Vote the Assholes Out” slogan.

This, obviously, got a lot of reactions on different social media platforms. People started posting the tags of their Organic Stand-up Shorts that had the slogan written on them.

The company chose those shorts in specific because those had been around for almost as long as them standing up to climate deniers.

The slogan was even previously written on a shirt.

The message is so direct with zero hints. Obviously, it is such an impressive move and people have been celebrating the company for being brave and game-changing.

The last point that we will be looking at regarding Patagonia is the segment that it has chosen to target.

But first, let’s quickly watch this short video.

There is no better way to explain this video than that it is of people enjoying their lives in nature. Initially, we see somebody playing a really peaceful music piece on the guitar.

Then, we see someone simply taking a walk. We notice that he is wearing a Vans t-shirt, which makes it apparent that this is a collaboration with Vans. Later on, we see another character on the beach, enjoying his view. All of these people are of course wearing Patagonia clothing.

The simplistic approach to life is a big hint here. Nature is something that we have that we, unfortunately, take for granted. In the video, everybody is trying to make the most of it. On top of that, nature is somewhere people feel at peace.

It allows turning off and enjoying oneself. All of that is accompanied by super comfortable attire to make things that much cozier. All of this leaves us with only one assumption. The segment that Patagonia has chosen to target is Naysayers.

What details do we hold about this segment?

Lifestyle and values.

This segment likes to live life pretty simply. Even to a point that a slight change can be incredibly stressful and mentally draining. That approach even applies to careers. When in their comfort zone is where this segment thrives. They see no reason or need in trying out new trends, taking risks, and experimenting.

Technology is a confusing area for Naysayers, because, again, it is something new and something time-consuming.

Surely as you’ve already guessed, Naysayers like consistency and stability. Hence why they have deep care towards family and believe in traditional values.

Money is simply a form of survival. It is just something that helps keep Naysayers and their loved ones safe and in comfort.

Brand usage.

Naysayers dress for comfort, and not for style. And that reflects their purchases most of the time.

Because of their income, which is typically low, Naysayers shop only when necessary. They think twice before buying an item.

This segment uses discounts and searches for low price goods. It is better to own a few products and have them be of low prices individually. That is smarter than buying one expensive and luxurious item.

Other interesting facts:

Naysayers prefer to spend their time at home doing various activities with or for their families. It is much better of an occasion than going out and getting drunk. Arts, sports, and cultural events are not fascinating for this segment.

Their usage of the internet is limited to the workplace. When alone, TV is their best friend, and, when it comes to the radio, Naysayers are above average consumers.

And now, it is time to go into The North Face. campaign example

Similarly, let’s look through and analyze one of its campaigns.

The campaign that we have chosen is called “Reset Normal”.

It is no secret that the pandemic that arised from Covid-19 made a huge change in everyone’s lives. It is probably even safe to say that it was the hardest on people’s mental health. After all of that chaos and apprehension, everybody needed a bit of a reset.

What does reset mean? How does one make it come true? Well, one way to look at it is exploration, the study of the unknown, the discovery of new things.

The North Face even launched the Explore Fund Council. The latter is a global fellowship. It has an idea to bring together a group of remarkable people…oh wait, wrong line.

All jokes aside, the goal here is to unite outstanding experts to help stimulate access to exploration.

At the moment, people of color are three times more exposed to living in nature-deprived places. Naturally, they are also threatened with racism.

Thus, the whole idea of an exploratory lifestyle should protect people and help them be comfortable. The initial goal of this fellowship during the first year is to create an opportunity that will celebrate diversity.

The program launch is made possible with the help of a few noteworthy people. The first expert is Lena Waithe.

She is an Emmy Award-winning screenwriter, producer, and actress. She is known for representing underrated artists through her production company Hillman Grad.

The next expert is Jimmy Chin, the company’s global athlete, climber, and Academy Award-winning director. Together these people will surely make a significant change.

The communication strategy of The North Face is the next topic that we are going to cover.

Again, we are going to do this through the analysis of one of the company’s slogans.

“Never stop exploring”.

So simple, yet so deep. It just makes it obvious that the core value this company has set for itself is the importance of exploration. That helps to keep life moving.

For instance, a hike is something most people enjoy doing when they’re living their best life, or when in doubt. There is nothing more rewarding than finishing a challenging task.

When feeling down, a hike is a good way to leave one alone with their thoughts but also be active. When feeling on top of the world, this activity adds up to the half-full cup.

Living a curious life is an awesome influence to arriving at a healthy mindset and a thriving lifestyle.

And, of course, having well-suited clothing for those different exploratory activities makes everything that much more fun and enjoyable.

Lastly, we are going to uncover the segment that The North Face has chosen to target.

Let’s first watch the video below.

The video is about mountain climbers and the challenges that they face while doing their job. Obviously, they put their lives at risk. But, in their minds, it is much deeper than that. It is in the beauty of discovering new heights, and the world from an entirely different perspective. At times mountain climbers will feel like giving up.

There will be days where they will be injured and in an immense amount of pain. However, inevitably, with practice eventually everything will get much easier. To a point where the climbers themselves will be surprised at their accomplishments. That’s what brings the feeling of fulfillment and freedom.

The overall idea of discovering the unrevealed and hidden spots in the world is the main goal that this video shows. It won’t be possible without taking a few risks here and there. The challenge is scary yet it is exciting and a huge source of motivation.

So, surely you can guess by now that the segment that The North Face has chosen to target is Hedonists.

What do we know about this segment?

Lifestyle and values:

Hedonists value every single day they are blessed with. They like to make the most of it with their spontaneity which knows no limits. This segment is pretty sociable and outgoing with a stable friend group by its side.

The idea of anything new excites this segment. Literally anything new: job, relationship, friends, you name it.

Hedonists enjoy standing out in the crowd and they do their best for it. Even if it means losing weight but in an unhealthy way.

The main reason why Hedonists work is to earn money. That by itself can provide the segment with a lot of satisfaction.

When it comes to family, it’s pretty much the last priority for Hedonists.

Brand usage:

This segment quite often purchases from mainstream brands. They believe that brand labels boost one’s image. Thus, understandably they spend a good amount of money on clothing. But every now and then they will put quantity over quality.

Hedonists are impulsive purchasers. They shop when they feel like it. This segment is not one to plan their shopping trips ahead.

Sometimes Hedonists will give domestic brands a chance but only if they are in fashion.

Other interesting facts:

This segment is incredibly socially active. During the week they recharge but still do their best to have fun. During the weekends, they like going out to clubs, pubs, and other fun places. As soon as a new movie comes out, Hedonists have to watch it.

Every now and then Hedonists gamble, and play the lottery.

Their media consumption is mainly for fun rather than being informed.

We discussed the marketing strategies of two big clothing companies Patagonia and The North Face in this blog. We took a look at each of these companies’ communication strategies, their chosen segment, and two of their campaigns. For more blogs like this, make sure to check out our main website. We regularly update our feed with something new.