Priming the brand for Europe...
Patagonia set us the task of getting up-close to their target audience in multiple EU markets, with ethnography, Pinterest-based methods, workshops and trends analysis our primary means of exploration. The core purpose? To help the brand prime itself for the European market and to best realise the momentous reputation it’s built up in the US on this side of the Atlantic.
The objectives fundamentally broke down into three core areas: 1) providing rich detail on the lives of the key audience of outdoor/extreme sports enthusiasts; 2) examining the perceived strengths and weaknesses of the competitive set in each EU market; 3) cultural strategy and value proposition-informed analysis of how best to project Patagonia’s mighty brand values and over-arching ethos outside of the US.