The purpose of the report is to present the results of the customer profile survey for Patagonia. Based on the analysis of the customer profile, conclusions are also drawn about the promising marketing segment and promotion channels. The significance of the study is supported by the fact that currently, there is a rapid growth in demand for women’s sportswear (Research and markets adds the report, 2021). However, companies such as Nike, Adidas, Puma, Asics, Ralph Lauren Corporation, Hanes, and others dominate the market (The global women’s sportswear market, 2020). Thus, in order to successfully operate in this Patagonia market, it is necessary to determine the most suitable segment. Customer profile research allows identifying consumer needs, target audiences, and promotion channels.
During the study, three groups of potential consumers of Patagonia products were identified. The first group consists of women between the ages of 18 and 35 who like to travel various distances. It was also identified that the product meets all the potential needs of this group of customers. The second identified group consists of women from 18 to 35 and older who are fond of sports and living in big cities. Patagonia’s products also cater to the needs of this group of customers. The third identified group is women who are concerned about environmental issues. The focus of this group is recycled and recyclable materials, which is also a priority for Patagonia.
Thus, the target audience of the company can be women from 18 to 35 years old who are fond of travel, outdoor activities, and sports, as well as involved in caring for the environment. The identified potential promotion channels are Instagram, YouTube, and Facebook.
Global women’s sportswear market till 2026 latest industry scenario, trends, restrain & future forecast | GAP, Hanesbrands, Mizuno Corporation, Adidas, NIKE. (2020). Normans Media Ltd. Web.
Research and markets add to report: Sportswear market. (2021). Close-Up Media, Inc. Web.