Patagonia brand profile in the United States 2024

How high is the brand awareness of Patagonia in the United States?
When it comes to outdoor fashion owners, brand awareness of Patagonia is at 57% in the United States. The Brand KPI survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Patagonia in the United States?
In total, 28% of U.S. outdoor fashion owners say they like Patagonia. However, in actuality, among the 57% of U.S. respondents who know Patagonia, 49% of people like the brand.

What is the usage share of Patagonia in the United States?
All in all, 19% of outdoor fashion owners in the United States own Patagonia. That means, of the 57% who know the brand, 33% own them.

How loyal are the owners of Patagonia?
Around 15% of outdoor fashion owners in the United States say they are likely to purchase Patagonia again. Set in relation to the 19% usage share of the brand, this means that 79% of their owners show loyalty to the brand.

What's the buzz around Patagonia in the United States?
In March 2024, about 16% of U.S. outdoor fashion owners had heard about Patagonia in the media, on social media, or in advertising over the past three months. Of the 57% who know the brand, that's 28%, meaning at the time of the survey there's some buzz around Patagonia in the United States.