MARKET SUMMARY

Patagonia understands that to sustain in the market, the company has to shift it’s focus from traditional to
non-traditional strategies and has to stand amongst the competitors. Patagonia possesses the good knowledge
regarding the increasing interest of customers for outdoor recreation along with the increasing awareness of
consumers toward the environment sustainability. The company place emphasis on the multi-functional and
that can last for the longer time and also gives its focus on the worn clothes market as an act for
environment.

TARGET MARKET

 Recreational
 Active life style
 Enjoy nature and outdoor
 Environment conscious
 Fitness
 Disposable income

MARKET DEMOGRAPHICS

The typical Patagonia jacket customer consists of: -

Geographics
 Patagonia has no set geographic target area. By use of the online shopping through there websites the
company allows the customers to buy jackets in and out of the country and serving both national and
international customers but more focus is on American customers.
 The total target customers are 144 million Americans and 11 billion others.

Demographics

 Target equal number of both men and women.

 Main focus is on the men and women of age between 18-35. The people that maintains active life
style and love to go for outdoors.
 Now a days, company is also focusing on the customers focusing on environment.
 Company focuses on the people with higher median incomes.

Behaviour factor

 Focuses on the customers that enjoys the outdoor activities and maintains the active and healthy life
styles.
 User that are willing to spend the money on the products
 People that focuses on the environment and long-lasting jackets.
  Users that enjoys activities like climbing, surfing and running.

MARKET NEEDS

Patagonia is proving customers with the wide range of jackets that helps the users to stay warm while the are
outside and the kind of jackets that cat last long. The company seeks to fulfil the following benefits that are
important to the customers.

 Quality products – Outdoor activities required the products that can stand the extreme products, and
as well as provide comfort at the same time. The need of the product is that it can last longer as
customers do not want to spend so much money for a jacket that works only for one or two years.
 Environment friendly- The customers buying the Patagonia products cares about the products, so
their products should be manufactured such as causing least harm to the environment.
 worn jackets- the demand of the customers is that they can replace their old jackets and can get the
great discounts on their new jackets they want to buy.
 Well designs- the customers want their jacket design such that it looks like a premium high-end
product as well as provide them warm during recreational activities.

MARKET TRENDS