Patagonia Company’s Possible Customer Profile

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Table of Contents

Introduction
Possible Customer Profiles
Conclusion
References

Introduction

Nowadays, women are more involved in sports than ever. According to the Research and Markets Adds Report: Sportswear Market (2021), the demand for women’s sportswear is experiencing rapid growth. Besides, in the Middle East, the attitude to women’s sports is changing, which also creates the basis for a new market. The Global Women’s Sportswear Market Till 2026 Latest Industry Scenario, Trends, Restrain & Future Forecast (2020) reports that the most popular brands in this segment are Nike, Adidas, Puma, Asics, Ralph Lauren Corporation, Hanes, and others. An understanding of a possible customer profile will help Patagonia to find a proper segment in this market.

Possible Customer Profiles

A customer profile helps to concentrate on the needs of customers and to understand the potential target audience for the product. Besides, the channels used by certain types of customers can help to understand where it is possible to place the advertisement. Creating groups dedicated to the product, launching contests, and other sales promotion offers also should be done after determining the key platforms preferred by the customer.

The First Profile

The potential customer for Patagonia women’s sportswear is a woman living in a big city aged from 18 to 35. This is the age when people are the most physically active and adventurous enough to explore the globe. Thus, a possible customer should be an active woman who enjoys trips and regularly travels in the countryside or in more distant locations such as mountains or forests. As for the challenges that such a person can face, these are the bad weather conditions that can occur on trips. The Patagonia product has been developed to solve this problem. Besides, the customer can face the problem of universal clothing that could be worn both in the gym and during traveling. The product perfectly fits this need. The customer can actively use such channels as Facebook and Instagram to share photos and to get some information concerning traveling and a healthy lifestyle.

The Second Profile

The second potential customer is a woman actively involved in sports. She can actually be more aged, as people over 35 do sports, too. However, the most involved sector of the audience would be from 18 to 35. Such a person lives in a big city, where it is important to wear stylish sports clothes. Besides, a person from a big city tends to differentiate clothes and buy separate outfits for different purposes. Therefore, a challenge occurs which can be solved by Patagonia products. The channels are the same as for the first profile. However, it is also possible to use Tik-Tok placement, as young people prefer this channel, and this is a relatively new and not saturated platform.

The Third Profile

The key demographics for the third customer would be the same as for the first two ones. As long as this is women’s sportswear, it should be a young woman’s. The key psychographics, although, are different, as the third customer is more concentrated on environmental issues. The Patagonia product is environmentally friendly, which is a great argument for people who want to reduce their carbon footprint. Thus, among the challenges, such potential customer faces there are the issues of using recycled and recyclable materials that can be worn for many years. The preferred channels are Facebook, Instagram, and YouTube, as these can be the sources of information on healthy lifestyles and environmental issues.

Conclusion

Thus, women sportswear market is a growing one, since the popularity of sport among women increases. A possible customer of Patagonia sportswear is a young woman who is interested in sports, travelling, and environmental issues. The product can be useful for everyone who cherishes comfort and style and at the same time leaves an active life. The main channels that can be used for promotion are Facebook, Instagram, and YouTube.

References

Global Women Sportswear Market Till 2026 Latest Industry Scenario, Trends, Restrain & Future Forecast | GAP, Hanesbrands, Mizuno Corporation, Adidas, NIKE. (2020). M2 Presswire, NA. Web.

Research and Markets Adds Report: Sportswear Market. (2021). Entertainment Close-up, NA. Web.

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