Fashion Scholarship Fund
Business Strategy Case Study For Patagonia
2022
The task was to create a case study that focused on sustainable and ethical practices for the Fashion Scholarship Fund competition. I chose Patagonia as the brand was focused on sustainable and ethical practices. I wanted to develop a business strategy that would make Patagonia a not only a brand, but a community provider for Genz.

Objectives: Make a business strategy case study that focuses on a brand that is sustainable and has ethical practices.
About The Brand

Although advertising is not Patagonia’s priority, they have an opportunity to reach their target audience better through digital means, considering that their target audience is very digitally based in their day to day lives. They do have social media accounts with large followings, their engagement is low and could be improved significantly in order to increase their brand loyalty.

This case study will discuss how Patagonia can shift their marketing strategy by utilizing digital media in order to create a more meaningful relationship with their customer base. In addition to establishing a community rooted in sustainability. This will effectively achieve their mission while establishing themselves as a strong competitor in the sustainability market.

The Problem

Patagonia does not have a strong connection with GenZ and has the potential to failure to acquire the target segments brand loyalty.

The Solution

Maximize on experiences and create a strong community, brand customer relationship and expand in influencer marketing.

Marketing Strategy

Overview

Patagonia will create an influencer partnerships team that will:

  • Fulfill their proposed goals and strategies
  • Develop a separate Loyalty Club which gives benefits to non-pro customers
  • Evolve their relationship with the target audience

Rationale

By hosting community events this will: 

  • Align with target audiences beliefs and values
  • Create lasting impressions
  • Increase customer retention
  • Produce brand loyalty

InOurHands Campaign

This campaign will: 

  • Empower their target audience to take action
  • Provide them the tools to make positive changes
  • Increase customer retention
  • Produce brand loyalty

Influencer Marketing

Main Channels: Instagram, TikTok, YouTube, Website
  1. Partner with current generation athletes and environmental and human rights activists
  2. Send Patagonia equipment and clothing as PR
  3. Influencer's can generate authentic content using Patagonia items while taking part in their passions and day to day activities
  4. Provide Worn Wear promo codes to share with their followers
Coco Gauff 2023
Main Channels: Event Advertising, In-person Engagement, Instagram, TikTok, YouTube, Website
Lush would be a great brand to partner with as both of these companies have the same sustainable values, beliefs and target segments that they are looking to capture.
  1. Host music performances, talks from activists and workshops on how to reduce ones carbon footprint
  2. Clothing donation stations which Patagonia can use to develop new items
  3. Lush pop up stand to hand in empty product pots and buy exclusive collaboration products. Incentive is Patagonia store credit and a mini lush pot face mask
  4. New social media tag #LushPatagonia

X

5 Year Plan

2022

  • Introduce the new and exciting opportunities to see how they respond to the implemented tactics, as well as how to improve for the next year.
  • Cities: New York and California (target segment is high)

2023

  • Introduce marketing tactics to more states in the US in order to increase reach and start to spread nation wide
  • Maine and Washington
  • Select more current generation athletes (national and international) that will take part in 2024 summer Olympics to market Patagonia equipment

2024

  • Olympic ambassadors use Patagonia equipment while continuing influencer marketing
  • Expand Earth Day event to more states

2025

  • Patagonia hosts its first international Earth day event in the Netherlands, Japan, Argentina and Australia (Patagonia has been well established in these countries)
  • Select more current generation Patagonia PRO Ambassador athletes (national and international) that will take part in 2026 Winter Olympics to market

2026

  • Based on the successes of the previous years, Patagonia will host its first Earth Week event in New York and California
  • Olympic ambassadors use Patagonia equipment while continuing with influencer marketing

Market Research

Customer Segment

This customer segment was chosen because of their propensity towards choosing and trusting brands that morally align with their values. Gen Z and Millenials are highly aware of the climate crisis and therefore choose to be more sustainably conscious in their choices of brands that they choose to support. Patagonia, being a brand that is pushing this objective of reducing waste and being a positive impact on the environment will connect with this customer segments lifestyle and attitude. They will align with Patagonia’s values and be able to pursue positive environmental actions by supporting the brand.

Demographic: Men and women 18- 35, single, mainly in the United States, the Netherlands, United Kingdom, Germany, Japan, Australia, Chile, Argentina, South Africa
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Occupation: Studying and working, middle to upper class, middle to lower class

  • LIFESTYLE:
  • Look to create community in meaningful ways
  • Consistent digital exploration
  • Environmentally conscious
  • Want to experience memorable moments
  • Pursue wellness and a healthy lifestyle
  • Spend time outdoors
  • Personalize everything to create individualism
  • ATTITUDES: 
  • Less trust in larger institutions
  • Financially focused and mindful
  • Realistic about the future
  • Politically progressive
  • Pursue authentic brands

SWOT Analysis

  • Environmentally conscious clothing and proactive in activism
  • Resell programs
  • Efforts towards environmental causes
  • Rewarding brand loyalty
  • Traditional Marketing
  • Strong presence in pro-outdoor community
  • Strengths
  • Weaknesses
  • Digital Engagment
  • Marketing the community initiatives
  • Marketing to Gen Z
  • Expand on influencer marketing focused on sustainability and environmental activism
  • Develop and strengthen digital engagement
  • Maximize on trends and experiences that create community, brand customer relationships and positive change
  • Opportunites
  • Threats
  • Failure to acquire potential target segment loyalty
  • Potentially lose current customer base
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© Chiedza Kaseke 2025