Opportunities for urban dwellers

Slide 1: patagonia ® Opportunities for Urban Dwellers 516 Observing Users Gabriel Biller Valerie Campbell Institute of Design Erik Van Crimmin Fall 2006 Reiko Takahashi

Slide 2: research Agenda • About Patagonia • Research • Themes • Analysis • Opportunities 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 3: about patagonia research themes analysis opportunities About the Company Build the best product, do no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. – Patagonia’s Mission Statement 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 4: about patagonia research themes analysis opportunities Environmentalism ���������� �������������� ���������� ����������� ����� �� 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 5: about patagonia research themes analysis opportunities Retail Store Locations Average Household Income in Select Zipcodes Seattle $67,841 Westport, CT $198,265 Chicago $113,867 San Francisco $72,024 Washington, DC $118,730 Pasadena $62,862 Atlanta $121,555 Retail Store Location 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 6: about patagonia research themes analysis opportunities Patagonia’s Strengths • Financial security • Successful apparel lines • Understand customers well • Strong brand image Our objective: Find new areas to extend value 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 7: about patagonia research themes analysis opportunities Urban Environmentalist “More and more you find people saying that – ecologists, environmentalists, researchers – saying that the true environmentalist is someone who lives in the city, who is taking part in a more condensed lifestyle, is not consuming land resources, and extending utilities from cities. It’s not the person who lives out in the exurbs. So, I kind of see Patagonia’s shift toward an urban market as a very appropriate one.” – Ryan, 25 516 Observing Users | Fall 2006 | patagonia: Opportunities in Urban Environmentalism | Biller, Campbell, Crimmin, Takahashi

Slide 8: about patagonia research themes analysis opportunities Our Goals • Learn how the company’s mission, philosophy, and commitments are perceived by end-users • Learn how the company’s commitments to the environment, fair wages, and lifecycle of its products are related to the values of the marketplace • Search for new product and service opportunities for the company to better connect to community and the lifestyle of people who enjoy outdoor activities 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 9: about patagonia research themes analysis opportunities Methods • Fly on the wall — 111 people − Patagonia store observation • On the street observation — 90 people − Southport corridor (30 minutes) • On the street interviews — 10 people − Outside of the Patagonia and The North Face stores • In-depth interviews — 10 people (5 males + 5 females) • Word association landscaping — 9 people (2 males + 7 females) − Wrightwood Park • Cultural probes — 2 people (1 male + 1 female) 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 10: about patagonia research themes analysis opportunities In-Depth Interviews Loyal Patagonia Users: Patagonia Users: Non-Patagonia Users: Outdoor enthusiast. Outdoor enthusiast. Outdoor enthusiast. Own many Patagonia items. Own a few Patagonia items. Have no Patagonia items. 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 11: about patagonia research themes analysis opportunities Word Association Landscaping Loyal Patagonia Users: Patagonia Users: Non-Patagonia Users: Outdoor enthusiast. Outdoor enthusiast. Outdoor enthusiast. Own many Patagonia items. Own a few Patagonia items. Have no Patagonia items. 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 12: about patagonia research themes analysis opportunities Cultural Probes Loyal Patagonia Users: Patagonia Users: Non-Patagonia Users: Outdoor enthusiast. Outdoor enthusiast. Outdoor enthusiast. Own many Patagonia items. Own a few Patagonia items. Have no Patagonia items. 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 13: about patagonia research themes analysis opportunities Who shops at Patagonia? (Based on Fly on the Wall) Kids 7% 20s 24% 30s 42% 40s 18% 50s+ 8% Women Men 53% 47% 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 14: about patagonia research themes analysis opportunities Who shops at Patagonia? (Based on Fly on the Wall) Kids 7% 20s 24% 30s 42% 40s 18% 50s+ 8% • Customers in their 30s and 40s were the primary purchasers Women Men 53% 47% 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 15: about patagonia research themes analysis opportunities Who shops at Patagonia? (Based on Fly on the Wall) 31% Couples 82% 20% Shopped with Looked at displays someone and publications 11% 16% Grown Families with children with young children their parents 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 16: about patagonia research themes analysis opportunities Who shops at Patagonia? (Based on Fly on the Wall) 31% Couples 82% 20% Shopped with Looked at displays someone and publications • Reading nooks attract people allowing them to sit and look at pamphlets or 11% other printed information 16% Grown Families with children with young children their parents 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 17: about patagonia research themes analysis opportunities Word Association Landscaping Wrightwood Park, Chicago Sunday, November 5, 2006 Afternoon 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 18: about patagonia research themes analysis opportunities Lifestyle “My policy has always been to not be reluctant to work hard.” – Chris, 31 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 19: about patagonia research themes analysis opportunities Lifetime Warranty “Just explained that they have a lifetime warranty and anytime anything breaks or isn’t working the way it should, I can bring it back in for either repair or replacement.” – Brian, 31 “They have this wonderful warranty. If you ever tear it or you get fat or you decide you don’t like the color, well, that’s warrantied. You can turn it back in. Maybe that’s overstated, but they have a no questions asked return policy, pretty much.” – Ryan, 25 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 20: about patagonia research themes analysis opportunities Reuse and Recycle “I don’t own many things and often refer to myself as a ‘non-consumer’ which is why I buy Patagonia. When I do purchase something, I want it to be the best.” – Chris, 31 “I am definitely green... I recycle, don’t own a car, use compact fluorescents, buy organic products whenever possible, and donate to ‘green’ causes.” – Wayne, 29 “I really feel there’s a difference between the actual cost of making something and the whole environmental cost of making something.” – Mark, 28 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 21: about patagonia research themes analysis opportunities Quality “Patagonia, I feel, are front runners, and the type of material that my fleece is made of is what I’ve always liked because it doesn’t pile. It always stays really nice. It doesn’t feel like something to get too hot because it’s made of the certain materials. It doesn’t smell like some old clothes.” – Jane, 45 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 22: about patagonia research themes analysis opportunities Price “My fleece has lasted 21 years, so I don’t feel it’s expensive. It’s worth the price.” – Jane, 45 “Additional price is worth it because of all of the other things that they do.” – Mark, 28 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 23: about patagonia research themes analysis opportunities Product Perception Perceptions of the products • Users of all levels are very positive about the product quality, durability, and functionality 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 24: about patagonia research themes analysis opportunities Brand Impressions Perceptions of the products Impressions of the brand • Users of all levels are very positive about the • It’s an expensive brand, but worth the price product quality, durability, and functionality • Non-user think patagonia is for a niche market, only for serious athletes • Not many people are aware of Patagonia’s environmental commitment 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 25: about patagonia research themes analysis opportunities Activities Perceptions of the products Impressions of the brand • Users of all levels are very positive about the • It’s an expensive brand, but worth the price product quality, durability, and functionality • Non-user think patagonia is for a niche market, only for serious athletes • Not many people are aware of Patagonia’s environmental commitment Types of activities people do or associate with Patagonia • Most activities both extreme users and users associate with Patagonia are light and urban activities 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 26: about patagonia research themes analysis opportunities Lifestyle Perceptions of the products Impressions of the brand • Users of all levels are very positive about the • It’s an expensive brand, but worth the price product quality, durability, and functionality • Non-user think patagonia is for a niche market, only for serious athletes • Not many people are aware of Patagonia’s environmental commitment Types of activities people do or associate People’s lifestyle with Patagonia • People are busy in the city • Most activities both extreme users and users • They are quite conscious of the environment associate with Patagonia are light and urban • They don’t mind spending more money for activities higher quality (e.g., organic food, hybrid car) 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 27: about patagonia research themes analysis opportunities Cultural Probes Instructions: Take pictures of anything you can think of that is fun, interesting, and defines who you are. Name: Yosuke Name: Kathy Age: 45 Age: 49 Location: Tokyo, Japan Location: Chattanooga, TN Enjoys: Enjoys: Skiing, traveling, camping Hiking, camping Patagonia Items Owned: Patagonia Items Owned: Swim trunks, windbreaker, cap, None gloves, t-shirts Why Patagonia? Good design, functionality, durability 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 28: about patagonia research themes analysis opportunities Yosuke — Seeks Relaxation Favorite Spot of my house Anger toward other’s = View Vacation = Escape from crowds irresponsibility Scenes away from the city Everyday life = Wonderful sky x Traffic Jam Picking local foods Outdoor = Relaxation Values Simplicity Everyday life = Hard working Dream place = Rustic, simple, and natural Profiling the participant: • He craves refreshing and relaxing experience away from the city • He is dreamy and nostalgic • He values experiences, not things 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 29: about patagonia research themes analysis opportunities Yosuke — Seeks Relaxation “A view from my car during my morning commute. The sky is fantastic but the traffic sucks.” – Yosuke, 45 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 30: about patagonia research themes analysis opportunities Kathy — Seeks Connectivity Regimented Support Structure Volunteer in community Various Busy Paths Efficient Minimalist Outdoors Family Not a home body Active Activity = Connectivity Profiling the participant: • She values activities for their ability to connect her with people. • She is very schedule oriented but likes to introduce variety. • She values people, not things. Minimalist 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 31: about patagonia research themes analysis opportunities Kathy — Seeks Connectivity “My Brag Wall in my home. It has photos of my family and things I have collected on trips.” – Kathy, 49 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 32: about patagonia research themes analysis opportunities Opportunities for Innovation Urban Community Partnerships and Urban Sports Environmentalism Involvement Alliances 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 33: about patagonia research themes analysis opportunities Urban Environmentalism The corporate values about the environment are not as relevant/available as they could be to users: • Too abstract, not personal enough, and awareness about their social and environmental values are low, for the most part. • Patagonia cares about the environment, and they run their business accordingly by participating in sustainable practices. • People are busy. They do not have time to read pamphlets. “(The Patagonia store) was just a lot more eco- friendly. There was so much information that the store provided. There were pamphlets explaining things going on with environmental programs... I didn’t (look at the information), because I was in a hurry that day. But I would have. And I was interested in it.” – Erica, 26 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 34: about patagonia research themes analysis opportunities Environmental Film Festival • Increase awareness of Patagonia’s environmental mission through public events 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 35: about patagonia research themes analysis opportunities Environmental Voice The Environment and You... What does it matter? • Ad campaign targeting what the individual can do to help the environment • Patagonia should become the company that stands for the environment 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 36: about patagonia research themes analysis opportunities Community Patagonia and the store has a “community” feel: • How can they leverage this and build more community involvement? • Strengthen Patagonia’s relationship with their customers. • Enable clean up and restoration of the surrounding community. “Patagonia grew out of a small company that made tools for climbers. ... These are all silent sports. None requires a motor; none delivers the cheers of a crowd. In each sport, reward comes in the form of hard-won grace and moments of connection between us and nature.” – Patagonia’s “Reason for Being” 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 37: about patagonia research themes analysis opportunities Urban Vacant Lot Gardening • Clean up vacant neighborhood lots for use as urban gardens • Keeps the produce local • Get the community involved 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 38: about patagonia research themes analysis opportunities Sponsored Park Cleanup • Sponsor park cleanups • Get the community involved 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 39: about patagonia research themes analysis opportunities Children’s Clothing Swap for Moms • Create a venue for mothers to come together and swap clothing • Opportunity to create a Patagonia resale shop for kid’s clothing • Combine mom swap with their efforts to recycle their clothing 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 40: about patagonia research themes analysis opportunities Partnerships Partnerships could be stronger: • Currently, the store is full of brochures and materials from partner groups and organizations, but the connection could be stronger and more tangible. • Patagonia customers we found often care about their bodies and the environment. • One user commented that he strives to be a “non-consumer.” • They try to be responsible stewards. “I’ll only eat free range or as close to free range as I can get. I won’t eat fish from a regular grocery store. I’ll go to Whole Foods to get fresher fish.” – Mark, 28 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 41: about patagonia research themes analysis opportunities Whole Foods and Patagonia Market Chicago Farme rs’ Marke t • Team up with similarly-minded companies such as Whole Foods Market to present locally grown organic produce 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 42: about patagonia research themes analysis opportunities Toyota Prius Patagonia Edition • Team up with a similarly-minded company such as Toyota to market a hybrid car connecting Patagonia to the environmental cause 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 43: about patagonia research themes analysis opportunities Urban Sports Urban sports (e.g., biking) are largely ignored by Patagonia: • Users in the urban environment crave the extreme outdoor adventure. • Their daily lives consist of more urban activities, such as walking, biking, jogging, or walking the dog. “Mostly I enjoy being outside, whether it’s walking the dogs... to jogging or playing soccer, whether it’s by myself or with other people.” – Mark, 28 “Favorite weekend activities are to bike to all Saturday activities and movies and Sunday morning bicycle rides to new neighborhoods in Chicago.” – Carol, 64 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 44: about patagonia research themes analysis opportunities Bicycling and Dog Walking • Target activities that users are able to do on a more regular basis. • Users often bike and walk their dogs. 516 Observing Users | Fall 2006 | patagonia: Opportunities for Urban Dwellers | Biller, Campbell, Crimmin, Takahashi

Slide 45: thank you.