Patagonia vs. Fratagonia: Research Insights
As a part of my Advertising and Public Relations Research course, my team, Woah! Communications, was tasked with choosing a brand and delving into an aspect of their strategy and/or a projected issue the company may face. We landed upon Patagonia and their environmental identity and cause marketing tactics, juxtaposed with a large visible portion of their consumers: young preppy college kids. This made us question: Does Patagonia’s cause marketing actually make an impact on this public’s inclination to buy Patagonia? We examined this question utilizing background and secondary research, a survey, a focus group and interviews.
Background and Secondary Research
Survey
Focus Group
Interviews
A/B Test Draft
Final Report