Welcome to Day 3 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Patagonia.
The following data represents responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
Here is the data unwrapped:
What is the first word that comes to your mind when you hear Patagonia?
'Outdoor' (31.8%), 'Outdoors' (18.4%), 'Durable' (15.0%)
How would you describe the "typical" customer of Patagonia?
'Someone who spends time outside, cares about the environment, and is willing to pay more for durable, responsibly made gear.'
If you could rename Patagonia to describe what they actually are, what would you call it?
'EcoOutfitters' (13.3%), 'Sustainable Outfitters' (11.2%), 'EcoGear' (5.3%)
Describe Patagonia in exactly three words.
Durable: 28.9%, Expensive: 14.6%, Sustainable: 6.3%, Pricey: 6.0%, Ethical: 5.9%
If you could fire the CEO of Patagonia, would you?
Yes: 0.2%, No: 99.8%
If you met the CEO of Patagonia, what is the first question you would ask them?
'How do you ensure fair wages and safe working conditions across your supply chain?'
'How do you make sure the people who make your clothes are treated fairly?'
'How do you balance growth and profitability with your environmental and labor commitments?'
Have recent news stories regarding the company's leadership made you more or less likely to recommend us?
Yes: 34.9%
No: 65.1%
Please explain your answer
'I haven't followed leadership stories closely, and my buying decisions are mostly based on product quality and the company's environmental reputation, which still matter to me.'
'Recent stories about leadership and politics made me less likely to recommend Patagonia. I like the quality and repair programs, but the public politics and high prices make it hard for working people like me to support them consistently.'
'Recent stories made me more cautious about recommending them because even though I respect their environmental work, leadership controversies, and the high prices make it harder for people like me to support them.'
What is the maximum price (in dollars) you would pay for a product before walking away?
Average: $177.96.
How long do you expect a Patagonia product to last?
Average: 6.15 years
If you could change one thing about the product, what would it be?
'Lower the price and make repairs easier and cheaper.'
What is the one thing we could add to this product that would make it worth double the current price to you?
'A lifetime warranty with free repairs and replacement parts.'
Who is the biggest threat to Patagonia?
'The North Face'
'Cheaper outdoor brands and fast-fashion knockoffs'
What is the best alternative to Patagonia?
'The North Face' (30.9%)
'REI' (25.7%)
'REI Co-op' (13.8%)
Why haven’t you switched to a competitor yet?
'I value Patagonia's quality and environmental stance, so I stick with them despite higher prices.'
'Because I value Patagonia's durability, repair programs, and environmental commitments.'
'Because I trust Patagonia's quality and their environmental stance more than cheaper alternatives.'
What would Patagonia have to do to lose your business forever?
'Abandon their environmental commitments, use exploitative labor practices, or drastically compromise product quality.'
'If they stopped repairing items, lied about environmental claims, or used exploitative factories, I'd never buy again.' 'If they were proven to greenwash, exploit workers, or price-gouge, I would stop buying forever.'
What would Patagonia have to do to win you back?
'Publicly commit to transparent fixes, offer repairs/replacements, and adjust pricing or offer assistance programs to show they care about customers.'
'Be transparent, fix the problems, offer affordable options and reliable repairs, and show fair labor practices.'
'Full transparency, concrete improvements in labor and environmental practices, and more affordable options or discounts for students would win me back.'
On a scale of 0-10, how much do you trust Patagonia?
Average Score: 6.5
Do you think Patagonia’s best days are ahead of it or behind it?
Ahead: 95.3%
Behind: 4.7%
If Patagonia went out of business tomorrow, would you care?
Yes: 46.4%
No: 53.6%
Does Patagonia actually care about its customers?
Yes: 96.7%
No: 3.3%
Do you know the name of Patagonia’s CEO?
Yes: 8.0%
No: 92.0%
Does the CEO’s public behavior make you less likely to buy from Patagonia?
Yes: 12.0%
No: 88.0%
Do you think the leadership at Patagonia is competent?
Yes: 98.3%
No: 1.7%
Does the CEO’s political stance align with yours?
Yes: 14.6%
No: 85.4%
Is the leadership of Patagonia a liability to the company?
Yes: 4.8%
No: 95.2%
Do you think the CEO uses their own product?
Yes: 99.8%
No: 0.2%
Do the executives at Patagonia seem out of touch with reality?
Yes: 13.2%
No: 86.8%
Would you buy from Patagonia if it weren't on sale?
Yes: 46.4%
No: 53.6%
Is Patagonia worth the money?
Yes: 74.5%
No: 25.5%
If Patagonia raised its prices by 10%, would you still buy it?
Yes: 37.1%
No: 62.9%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert scale) Average Score: 3.3
Has the quality of Patagonia declined recently?
Yes: 0.1%,
No: 99.9%
Is Patagonia too "woke"?
Yes: 11.7%
No: 88.3%
Is Patagonia too conservative?
No: 100.0%
Do Patagonia's values align with your own?
Yes: 78.2%
No: 21.8%
Are you loyal to Patagonia because you like it, or because you’re stuck?
Like it: 84.9%
Not loyal: 15.1%
Do you think Patagonia will exist in 10 years?
Yes: 100.0%
How likely are you to purchase from Patagonia in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely) Average Score: 2.61.
Distribution: Score 1: 5.1%, Score 2: 41.9%, Score 3: 40.3%, Score 4: 12.7%
See you tomorrow for Day 4!
