VMTrainingManual_DominicClayton_Patagonia_2024 (1)

Design & Layout: Dominic Clayton
Guidede Prof. Jihung Sung PhD
All rights reserved under international
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Contents
1.Study of Brand
2.Brand Identity
3.Store Architecture
4.Instore Architecture

Study Of Brand

About the Brand
Patagonia, founded in 1973 by Yvon Chouinard, started as a gear brand for climbers
but has evolved into a lifestyle promoting sustainability and adventure. It's not just
clothes; it's a mission. With recycled materials and fair labor practices, Patagonia
walks the talk on environmental responsibility. Unlike profit-driven brands, they've
been eco-friendly from the start. Their stance on issues like climate change resonates
with millennials and Gen Z. Each product tells a story of adventure and
responsibility. Patagonia is proof that style and ethics can go hand in hand. It's more
than a brand; it's a philosophy. So, whether you're hiking a trail or heading to class,
make a statement with Patagonia.

Vision
"Patagonia: Fashion with Purpose. Our vision is
to inspire and implement solutions to the environmental
crisis, creating stylish products that
promote sustainability and adventure."
Mission
"Patagonia: Fashion for a Sustainable Future.
Our mission is to build the best product, cause no
unnecessary harm, and use business to inspire
and implement solutions to the environmental
crisis."

Marketing strategy focuses on authenticity,
environmental activism, and storytelling.

Patagonia's unique selling point lies in its unwavering
commitment to sustainability, quality,
and environmental activism, offering high-performance
outdoor gear with a conscience.

Product Category
Men’s
-Clothing
-Accessories
Women’s
-Clothing
-Accessories
Teens
-Clothing
-Accessories
Kids
-Clothing
-Accessories

Target Group
Demographics
Spans through envriomentally-conscious
individuals of all ages particularly millenials
and Gen Z, who valuse sustainability,
outdoor adventures, and quality.
Psychograhpics
Patagonia appeals to adventurous spirits
who prioritize enviroment stewarship and
ethical consumption, seeking purposeful,
high-quality products that align with their
values.

Competitors

Campaigns
-Focuses on seaons
-Always includes focal point of mission and
vision statement.

Market Share and Investors
Patagonia holds a significant share, around 5.6%, in the Hiking & Outdoor
Equipment Stores industry in the US. The company's ownership
structure involves the Holdfast Collective owning 98% of the company,
mainly nonvoting shares, while the Patagonia Purpose Trust owns the
remaining 2%, comprising all the voting shares.

Brand Prism

Brand Identity

Color & Typeface
C: 61
M:84
Y:0
K:0
C: 16
M:59
Y:64
K:2
C:o
M:o
Y:0
K:0
C: 0
M:0
Y:0
K:100
C: 71
M: 33
Y: 9
K: 0
Website for Category
Belwe Bold
For Logo
Monte Fitz Roy
Design Elements

Logo
Clear Space

Store Architecture

Location
Reno, Nevada.
Patagonia Outlet
Catchment Area
Store Communication
Patagonia stores, we leverage lighting, ambiance,
sound, and scent to immerse customers in the essence of
each season and showcase our latest product offerings.
During the fall season, our focus shifts to highlighting
new arrivals, ensuring they are prominently displayed
throughout the store. Warm lighting creates a welcoming
atmosphere, complemented by music that resonates
with our brand's mission and vision. To enhance the fall
experience, we introduce scented candles infused with
pumpkin or spiced fall leaves, infusing the store with an
inviting aroma that aligns with the Patagonia ethos.
This attention to detail not only enhances the store's
ambiance but also reinforces our commitment to the
Patagonia way.
On State Street only clothing
shop in that sepcific section
within the mall.

Facade
1. According to Season
2. Stays true to vision and mission statments

Instore Architecture

Store Plan
Framed Mirror
Single Bar Rack
Cashwrap
Changing Rooms
Display Table Low Quanity
Accessories
Womens Area
Mens Area
Accessories
Display Table High Quanity
Unisex Area
Lounge Area
Wooden Display Case
T-Stand
Children Area
Teens Area
Rounder
4-way
Window Display 2
Entrance
Window Display 1
Wooden Shelving Unit
Lounge Area

Circulation
Cashwrap
Womens Area
Mens Area
Unisex Area
Children Area
Teens Area
Window Display 2
Entrance
Window Display 1

Folding

Fixtures

it's crucial to ensure that all showcased items are well-presented and easily visible to
consumers. We prioritize arranging products in a manner that highlights key pieces,
allowing customers to appreciate each highlighted item. Additionally, we utilize signage
strategically placed throughout the store to convey our mission and vision statements,
reinforcing our commitment to environmental stewardship. By neatly lining up shoes and
accessories, we enhance the overall presentation, making it easier for customers to
explore and engage with our new merchandise. This meticulous attention to detail not
only enhances the shopping experience but also contributes to the effectiveness of
selling our latest offerings.
Wall mounted display 12 ft x 18 ft

Wall mounted display 8 ft x 10 ft
When setting up the wall display, it's essential
to prioritize the presentation of each
garment. Ensure that every piece is neatly
spread out on its hanger, allowing consumers
to easily see each size and garment
fully. Utilize the recommended folding techniques
provided by the store manager to
neatly arrange jeans, enhancing their visual
appeal. Additionally, any signage should be
placed meticulously to complement the
overall display. By maintaining this attention
to detail, we create a visually pleasing
and organized wall display that enhances
the shopping experience for our customers.

To create an inviting window display, prioritize showcasing priority pieces
evenly on the wall decor. Place a rug in the center of the window display,
ensuring it aligns seamlessly with hanging garments and decor elements.
Proper lighting is key; ensure that the lights illuminate the window
display effectively, drawing attention from passersby into our store.
Similarly, for each side window display, maintain uniformity and balance
in the arrangement of items, and ensure that the lighting highlights the
display attractively. This attention to detail enhances the overall appeal
of our store, enticing customers to explore our offerings.
Window Display

Table
60”
24”
To create an ideal table setting, meticulous
attention to detail is essential.
Ensure that each garment on the table is
neatly folded, presenting a polished
appearance to customers. Take care to
water the plant on the top shelf regularly,
ensuring that it's properly sealed to
prevent any water or dirt from reaching
the garments below. Additionally, neatly
arrange the bottoms in the bins at the
bottom of the table, allowing ample
space for consumers to view the various
colors available. By maintaining these
standards, we create a visually appealing
and inviting table setting that enhances
the shopping experience for our customers.

Single way display rack 6 ft x 4 ft
The single-way display rack plays a crucial role in showcasing
our highlighted garments. It's essential to ensure
that the garments are neatly spread out on the rack,
avoiding overcrowding to provide a pleasant shopping
experience for our customers. By maintaining proper
spacing and organization, customers can easily browse
through the displayed items, enhancing their overall
experience in our stores.

Two-way way display rack 3 ft x 4 ft
The two-way display rack is another essential
element in showcasing a variety of garments to
our consumers. It's crucial to ensure that each
garment is correctly spaced, allowing for easy
browsing and preventing overcrowding. Additionally,
garments should be free of wrinkles
and any other blemishes, presenting a polished
and appealing appearance to customers. By
maintaining high standards of presentation on
the two-way display rack, we enhance the overall
shopping experience for our consumers.

Product Arragngement
Product arrangement plays in shaping the customer experience at our Patagonia
stores. How we present our products not only influences sales but also reflects our
commitment to our brand's values and mission. When arranging products, we should
strive for more than just visual appeal. Each display should tell a story that
resonates with our customers—a story of sustainability, adventure, and environmental
stewardship. By highlighting our eco-friendly materials, fair labor practices, and
innovative designs, we not only showcase our products but also educate and inspire
our customers. Furthermore, thoughtful product arrangement can enhance the
overall shopping experience. By creating clear pathways, organizing products
logically, and ensuring easy accessibility, we make it effortless for customers to
explore our offerings and find what they need. This attention to detail demonstrates
our commitment to customer satisfaction and reinforces our brand's reputation
for excellence. Let's approach product arrangement with creativity, care, and a
deep understanding of our brand's values. Together, we can create inspiring and
impactful displays that resonate with our customers and bring our mission to life.

POP!
Front
view
Side
view
Back
view
Side
Back
view

POP in
2D
POP!
Clothing
on Side
of Pop
The Pop display stands out from others as
it will feature our latest items and span
an impressive 6ft x 8ft x 9ft. Positioned
at the center of the store, it will serve as
a focal point, spotlighting what our store
embodies and our unwavering dedication
to our mission and vision statement's
values.

Packaging
At Patagonia, we take pride in our commitment to
sustainability, even down to our packaging. With each
purchase, customers not only receive high-quality products
but also an eco-friendly experience. Every sale includes a
complimentary sticker, a small token of appreciation for
joining us in our mission to protect the planet. Additionally,
our customers have the option to use reusable tote
bags, minimizing the need for single-use plastics. Together,
we're making a difference—one thoughtful choice at a
time.

Staff presentation & Billing
As members of the Patagonia family, it's essential that we align
ourselves closely with our company's vision and mission statement
in everything we do. Our commitment to environmental
responsibility, sustainability, and ethical practices extends
beyond just the products we sell—it encompasses every aspect of
our operations, including presentation and billing.
When it comes to presentation, it's crucial that we ensure our
stores are not only visually appealing but also reflect the values
that Patagonia stands for. Neatness, organization, and attention
to detail are key. Whether it's arranging garments on display
racks, folding items on tables, or setting up window displays, we
must strive for excellence in presentation. This not only enhances
the customer experience but also reinforces our brand's
reputation for quality and integrity.
Similarly, in billing and transactions, accuracy and transparency
are paramount. We must ensure that every transaction reflects
our commitment to honesty and fairness. Billing discrepancies or
errors can undermine trust and credibility, which are core values
of our company. By adhering to Patagonia's billing policies and
procedures diligently, we demonstrate our dedication to upholding
the highest standards of integrity and accountability.
Remember, each interaction with a customer is an opportunity
to embody the values of Patagonia and make a positive impact.
Let's continue to uphold our company's vision and mission in all
aspects of our work, from presentation to billing, and beyond.
Thank you for your dedication to our shared mission.

Sigange

Do’s
1.Prioritize customer satisfaction by providing exceptional service
and assistance.
2.Familiarize yourself with Patagonia's mission, vision, and values
to embody them in your work.
3.Maintain a neat and organized store environment, including
product displays and fitting rooms.
4.Actively engage with customers to educate them about Patagonia's
sustainable practices and products.
5.Stay updated on product knowledge and be ready to provide
recommendations based on customer needs.
Dont’s
1.Don't compromise on Patagonia's values or engage in practices
that contradict our mission.
2.Don't neglect customer inquiries or concerns; address them
promptly and professionally.
3.Don't push unnecessary products onto customers; focus on
meeting their genuine needs.
4.Don't neglect store cleanliness or organization; maintain high
standards at all times.
5.Don't misrepresent products or provide inaccurate information
to customers.