Role: Art Director, Visual design, Advertising and Copywriting
Team Members: Annie Lin, Natalie Gramling, Heather Barnes
The Brand:
Patagonia is a designer of outdoor clothing and gear for the silent sports: climbing, surfing, skiing and snowboarding, fly fishing, and trail running.
Explorer: Freedom / Authenticity / Adventure / Spiritual journey / Self-discovery / Exciting, fearless, daring
Patagonia Worn Wear
"Worn Wear is a set of tools to help our customers partner with Patagonia to take mutual responsibility to extend the life of the products Patagonia makes and customers purchase. The program provides significant resources for responsible care, repair, reuse and resale, and recycling at the end of a garment's life."
Strategy:
Shifting Target Audience:
- Patagonia seeing a shift from the largest group of 35-54 aging into 55-69.
- Solution: Introduce Patagonia to a new, younger audience: Millenials and Gen-Z
'Paid For' Sustainability:
Millennials willing to engage with brands that do the heavy lifting to let them live an eco- conscious/ethical life. Solution: Position Worn Wear as an accessible program.
Market Projections:
Secondhand clothing market projected to triple in value over next 10 years 49% have purchased secondhand clothing 33% sustainably made clothing.
Target Audience
Millennials & Gen-Z
Environmentally conscious Upscale consumers Like the idea of buying environmentally friendly products Does a lot of the heavy lifting for them Feels like they’re in a one of a kind club, VIP worn wear is one-of-a-kind merchandise exclusivity “you can’t buy it anywhere” Participator in outdoor leisure, fitness, sports, lifestyles.
Get Gen-Z and Millennials who are making an effort to be sustainable. To engage with Patagonia's Worn Wear program. By positioning the program to be an easy, sustainable and powerful choice for donating or buying used Patagonia clothing. Because innovative sustainable practices are at the heart of Patagonia. Let's leave an environmentally conscious footprint together.
Campaign Copy
Just Like New. Well... Almost.
Clothes Made from Other Clothes.
Hand Me Down by Handing Me In.
