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Patagonia

PROJECT OVERVIEW

Since the 1970s, adventures have counted on Patagonia to supply them with quality apparel and gear that causes no unnecessary ethical or ecological harm. A few years ago, Patagonia introduced Worn Wear, an extension of the brand that enables Patagonia customers to hand in used apparel they no longer need for store credit to buy other new or used goods. The used gear is then resold on the website. While the extension is growing in popularity, Worn Wear remains a part of the company that few Patagonia customers use.

MY SOLUTION

I crafted messaging that represents the unique history of each piece of Patagonia apparel and the unique stories that piece of apparel shared with its owner. My campaign focuses on the longstanding relationship between the consumer and the apparel while building a story around the lifespan of the apparel, outlasting each individual memory. From bouldering to brunch with friends, Patagonia apparel is built to perform and to last, no matter the adventure.

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 Lifestyle imagery provokes the sense that every day can be an adventure for the loyal Patagonia customer.

Lifestyle imagery provokes the sense that every day can be an adventure for the loyal Patagonia customer.

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 An updated Worn Wear logo supports the narrative of the brand extension's campaign.

An updated Worn Wear logo supports the narrative of the brand extension's campaign.

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 The Worn Wear In-Store Experience prioritizes community building efforts. Customers who bring their used apparel into a Patagonia store are encouraged to take a photo with each item they're giving away. The photo booth will print out an instant postcard sized photo.  The customer then has the opportunity to write a personalized message to the next owner of the item. This bridges the gap between brick and mortar and e-commerce for customers.  Each item that a customer returns will have a unique number, sort of like a VIN number, which will also be on the postcard. The customer giving away the apparel is encouraged to write a few experiences that the apparel and the owner shared on the Worn Wear website. Worn Wear customers are able to track the journeys of their new items and experience every story and memory that they've gone through.  This experience increases the amount of touch points shared between the owners and the brand.

The Worn Wear In-Store Experience prioritizes community building efforts. Customers who bring their used apparel into a Patagonia store are encouraged to take a photo with each item they're giving away. The photo booth will print out an instant postcard sized photo.

The customer then has the opportunity to write a personalized message to the next owner of the item. This bridges the gap between brick and mortar and e-commerce for customers.

Each item that a customer returns will have a unique number, sort of like a VIN number, which will also be on the postcard. The customer giving away the apparel is encouraged to write a few experiences that the apparel and the owner shared on the Worn Wear website. Worn Wear customers are able to track the journeys of their new items and experience every story and memory that they've gone through.

This experience increases the amount of touch points shared between the owners and the brand.