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WILD YONDER
the BACKGROUND
Wild Yonder is an American company that crafts high-quality, durable clothing, and footwear that is made to be a part of life’s outdoor adventures. WY carries out a sustainable and ethical operation because it holds environmental issues close to its’ core. From the U.S. sourced cotton fibers in the jackets to actively supporting national parks in all 50 states, Wild Yonder is dedicated to providing adventure-proof apparel while caring for the beautiful outdoors.
main role
Strategy
category
Outdoor Apparel
project timeline
7 days
the challenge
Fast fashion’s popularity has been spreading like wildfire, especially among young consumers. Fast fashion is a powerful force because it gives consumers easy, cheap access to keep up with the latest trends.
Our challenge is to turn young consumer’s attention away from fast fashion and toward sustainable, high-quality clothing while maintaining the company’s relationship with its’ core consumers.
the competitors
Wild Yonder is comparable to Patagonia, L.L. Bean, and Eddie Bauer. The similarities are that they are distinguished as high quality and price outdoor apparel brands that practice sustainability. In our research, we found that the competitors find their target audience in older generations, specifically Gen Y and Gen X. When it comes to purchasing clothing, quality is the deciding factor rather than stylishness for the older generations. Wild Yonder has a unique opportunity to grow its’ audience beyond Gen Y and target Gen Z, by fusing quality with trendiness.
the audience
Gen Z loves keeping up with fashion trends, but their most distinguishing passion is having a voice in the issues of our society. 2020 has proved that Gen Z are activists wanting to make their mark and stand for change. However, because of their relationship with social media, slacktivism can be confused for activism. This highlights a peculiar tension in our audience.
Part of them is the activist who truly wants to make an impact, but the other part is virtue-signaling by limiting their voice to Instagram and Twitter. Gen Z wants to be a part of advocating for change, but their inner motivation is being recognized by others for supporting it.
the insight
Gen-Z wants to change the world, but they don’t know how to turn virtue-signaling into real impact.
the strategy
Bear every mark of your latest great adventure with Wild Yonder.
the big idea
What if your clothes could document memories the way social media does?
the impact worth wearing challenge
Wild Yonder keeps track of progress while helping Gen Z make an impact. Each of the 50 national parks in the US has an adventurous challenge, once completed earn a patch to bear the mark of the adventure and WY will donate to the charity affiliated to each park.
OOH BILLBOARDS
