Samenvatting

QUOTES “While everyone knew Patagonia, it was surprising that hardly anyone had bought something. The brand is (amongst a younger target group) perceived as too outdoors-y.” “[Patagonia] appeals to current Millennial target group (the extreme outdoor lover, the alpinist and hardcore environmentalist). BUT DOESN‘T appeal to Gen Z, (largest consumer group by 2020). They associate Patagonia with „mountain wear and winter jackets, but respect it for ‘not trying too hard to be hop’.” RESEARCH QUESTION How can Patagonia make the topic environmental activism relevant and accessible for city-teens? SUB QUESTION - TARGET GROUP Who are the compassionate City-teens? - Why are they not inclined to buy into Patagonia‘s brand story yet? - What environmental matters do they feel like supporting? - What incentives are necessary to make them do so? SUB QUESTION - BRAND What makes Patagonia an inherently conscious brand? - Why do they need to reach out to this target group? - How can Patagonia raise its brand cachet? - How have other brands done this successfully?