This company has moved beyond selling physical products and lifestyles into the business of selling an identity.
The persona
I am youthful and vibrant, I am passionate about the great outdoors and I will fight to preserve the environment which I so much love.
My thoughts
Nowhere within this 100 page magazine was there ever a mention that Patagonia sells outdoor gears but if you identify with the persona just described above then Patagonia is your go to brand.
The company has positioned its brand at the self actualization level of the Maslow’s hierarchy of needs.