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The Background
In alignment with its values-driven way of doing business, Patagonia has a lesser known program called Worn Wear. Worn Wear is a program where Patagonia owners can recycle their used or damaged clothes to be repaired or upcycled. Then those items are resold online for a lower price.
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The Ask
Help Patagonia Worn Wear define a target audience and develop a campaign to drive awareness and participation in the program.
The Brief
Worn Wear is Patagonia’s way of giving back to its community, while curbing their effects on the environment
The Problem
Used clothes, especially outdoor wear, are viewed as other people’s trash, and already at the end of their lifecycle.
The Target
The Outdoor Adventurists, the people that spend more time in nature than indoors.
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They don't care about their fit or how dirty their clothes get (when they're wearing clothes)
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They care about experiences, thrills, and keeping their favorite spots clean
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They understand that good gear will last a lifetime if it's properly maintained
The Insight
The older something is, the more stories it has to tell. This applies especially to outdoor wear that’s been through many journeys.
