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Michelle Fondacaro
The Ask
Parks Project appeals to two different targets in their wholesale and e-commerce endeavors. Is it more profitable to reconcile these target markets, or to focus on one?
The Problem
Parks Project appeals to two completely separate target markets in their e-commerce and wholesale sales. Retention is also low, especially in e-commerce sales.
The Insight
Parks Project has the opportunity to refocus on eco-conscious Millennials, who have the money and altruistic insight to buy from brands they believe in.
The Strategy
Position Parks Project as Millennials newest best bud, on and off the trail.
The Start of Parks Project
Parks Project, established in 2014, aimed to address environmental damage and the lack of action that brought the United States' parklands to the brink of crisis.
They took action, and the brand was created. Since 2014, they have become an official partner of the National Parks, partnered with National Geographic and REI (to name a few), raised over $2 million in total contributions toward National Parks, and became B-corp certified.
Building the Brand
Parks Project's mission, and unique selling point, lies within their sustainability and their commitment to giving back to national parks.
While some products might compare 1:1 with others on the market, nobody is doing it quite like them.
Parks Project High Pile Fleece
Patagonia Synchilla Fleece
Parks Project offers consumers self-expression, empowering consumers to express not only their personality, but their values, through their clothing and accessories.
The Problem
Parks Project was built on e-commerce, but is often seeing one time customers. Their retention rate is falling short.
Wholesale, on the other hand, is growing quickly, but until 2018, this was completely uncharted territory.
With a heavy social media presence, Parks Project's e-commerce is reaching a younger, Gen Z audience, while their Millennial consumers tend to purchase at in-store retailers, such as REI or Nordstrom.
So, is it most profitable for Parks Project to reconcile these dueling target markets, or to re-target entirely? How can they increase retention for all customers?
Gen Z versus Millennial Habits
Let's dive a little deeper into how Gen Z and Millennials shop and what motivates them.
Gen Z values sustainability. In fact, 75% of Gen Z prioritizes sustainability over brand names, but Gen Z also shops fast fashion. In fact, the most popular brands among Gen Z shoppers include Amazon, PacSun, Shein, American Eagle, and Target.
Why is that? For this younger demographic, price is their biggest concern. Despite their environmental consciousness, they consistently rank price as the top factor influencing purchasing decision, with 86% of young Gen Z adults naming price their top concern (via firsthand survey).
An item from Parks Project might be an aspirational goal, or a great Christmas gift, for a Gen Z consumer, but regular purchases are not yet realistic for them. Gen Z's wallets have not caught up with their good intentions.
So, who is ready, willing, and able to support sustainable and ethical businesses? Millennials.
We already seen Millennials buying 'do good' brands at a higher price point, including brands such as Patagonia, Bombas, and Ben & Jerry's. These brands are an investment that fit Millennials' values.
The Insight
Parks Project has the opportunity to increase retention by refocusing on eco-conscious Millennials.
Millennials have significant buying power. In 2019, the approximately 72.1 million Millennials in the US surpassed Baby Boomers as the largest living adult generation. They make up a considerable percentage of current consumers.
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Millennials have fully transitioned out of the 'young adult' life stage. They are established in their careers, buying houses, having kids, and are now in their prime spending years.
The Opportunity
It's time for Parks Project to become an everyday staple for current Millennials, engaging them with the brand beyond the products.
The Strategy
Position Parks Project as Millennials newest best bud, on and off the trail.
The Creative Platform
The Parks Project Lifestyle
To increase Millennials engagement with Parks Projects outside of their purchases, The Parks Project Lifestyle will launch a series of new initiatives. Primarily, they will launch The Parks Project App, allowing consumers to find more information regarding national parks and Parks Projects products.
Additionally, they will have the opportunity to earn badges at each national park they visit. For each badge they earn, they will be gifted the corresponding sticker with their next purchase. This creates a more personalized experience, both digitally, and in-person.
The app will also allow for early access to new collaboration drops, and occasional app-exclusive drops. These new collaborations will continue to capitalize on nostalgia and brand loyalty, including brands such as The Wild Thornberrys, Rugrats, and Vans Warped Tour.
Lastly, in order to maintain relationships with customers, and remind lapsed customers that Parks Project is still thinking about them, Parks Project will send out a personalized hand written note to lapsed repeat customers, ensuring that they know they are missed and appreciated.
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