Media plan for second hand clothing brand Worn Wear and the different ad recommendations for the brand.

1. Brandon Dinh
Intro to Advertising
Lamer
11/14/2021
Worn Wear for Millennials in Dallas and Denver
Introduction:
Target’s Demographic Summary
 24-40
 Male and female
Target’s Psychographic Summary
 Like to inspire change
 Enjoys being on social media
 Motivation and purpose when doing things
 Likes secondhand clothing
 Wants to protect the environment
Target’s Geographic Summary
 Dallas
 Denver
My media plan for Patagonia/s Worn Wear includes a 400-450k budget that will be
spread across Spotify, Outside magazine and Google search ads using key phrases. Our target

2. audience, millennials, will be seeing a lot of these ads as we will be putting them on platforms
that relate to being outdoors and adventurous.
Media Buy Overview
Media Vehicle Total Cost CPM
Spotify
Commuting 15,000.00
$ 23.60
$
Running 10,000.00
$ 26.60
$
Travel 8,000.00
$ 25.41
$
All Spotify Totals/AVG 33,000.00
$ 25.20
$
Magazines
Outside 297,100.00
$ 28.20
$
Outside 59,485.00
$ 17.00
$
Magazine Totals/AVG 385,585.00
$ 21.00
$
Google Ads
Google Totals/Avg 24,914.00
$ 1,202.60
$
Totals/Averages 443,499 416.26
Secondhand/Resale Industry:
The secondhand/resale industry is as big as ever. As a fellow sneakerhead, a person who
collects, sells, and trades sneakers, reselling and secondhand products are relatively familiar to
me. When it comes to the clothing side of the industry, that’s when it starts to get interesting. Of
course the meaning of secondhand and resale are both in their names, secondhand means reusing
a piece of clothing worn by another person and resale means to resell something previously
bought to somebody that might want it. According to an article written by Lauren Debter for

3. Forbes, secondhand products represent a $28 billion dollar business that can double to $64
billion by 2024. Because of the growing popularity of the resale industry, big brands such as
Walmart and Macys have been trying to get involved with some of the profit by using thredUP,
an online thrift store where one can buy and sell secondhand clothing. Buying secondhand
clothing is also cheaper than buying the product brand new. You might want a bag from an
expensive brand that you can’t afford but when you look online at websites such as Trove or
thredUP, you can find that same bag but for a couple hundred bucks less.
Patagonia & Worn Wear Company Profile:
Patagonia Overview:
Patagonia is an American clothing company that specializes in the marketing and selling
of outdoor clothing/sportswear. Based in Ventura, California, Patagonia was founded in 1973 by
Yvon Chouinard, an environmentalist who happened to love the outdoors also, explaining the
brands products. The brand mainly sells outdoor clothing which included pant, sweatshirts, rain
jackets, wind breakers etc., even diving into camping supplies like sleeping bags. They are
mainly making products related to rock climbing. Patagonia’s brand personality consists of being
adventurous, free-spirited, and having a connection with the outdoors.
Worn Wear Overview:
Worn Wear is Patagonia’s side hustle I guess you could say. Worn Wear is where
consumers can buy or trade in used Patagonia gear for less. They do this by offering incentives
for consumers that trade in their used clothing, as Patagonia gave away gift cards to consumers
who did so. They also get clothes from stores and warehouses that get looked over and sit for

4. who knows how long. The reason for reusing apparel is because of the environment, according to
their website, if they keep their clothing in use for 9 extra months, it will reduce water, waste,
and carbon footprints by 20%-30% each.
Products and Services:
Patagonia’s Worn Wear products include:
 Jackets/Vests
 Fleece
 Shirts/Sweaters/Pullovers
 Shorts/Pants
 Dresses
 Backpacks/Bags
It doesn’t look like the Worn Wear products include any undergarments, fishing gear,
socks or accessories like Patagonia’s main website does. The services that Worn Wear provides
includes trade-ins and repairs on clothing. Trade-ins work if you have Patagonia clothing that is
in good condition and in exchange, you get Worn Wear Merchandise Credit that can be worth up
to $100. They accept most articles of clothing except swimwear, baggies, underwear, bras, shoes,
or factory seconds, which are items that have minor faults and sold to consumers for a reduced
price. It is not just Patagonia clothing but even things purchased on Worn Wear can be traded
back in if they meet the standards. The trade in standards differ depending on what the product
is. Here is a screenshot of Patagonia- Worn Wear’s trade-in values:

5. Consumers can trade in their used gear by mailing clothing directly to Patagonia or at
retail locations across the world, depending on where you are, but make sure to thoroughly clean
items to make it easier for Patagonia to process. Mailing used gear will result in a $7 deduction
from the Merchandise Credit you get for shipping and handling purposes. Also note that you will
not get credit for everything you trade in, as they must meet Patagonia standards and can only be
certain items of clothing. For repairs, Patagonia teamed up with iFixit, an e-commerce and how
to website designed to sell repaired items and give out repair tutorials or guides for consumers
that want to do it themselves. The website has how to’s for a lot of Patagonia’s clothing,
including, outerwear, bottoms, tops, and even zippers. Patagonia even has a symbol guide for
people who get confused on how to wash or clean certain materials.

6. Price:
Worn Wear’s pricing approach appears to be very reminiscent of thrift stores so to say, the
website has jackets and sweatshirts that range from about $40 to $100 while the main Patagonia
site has them for around $150 to $300. When looking at other categories such as backpacks, the
pricing seemed to be around $60 to $100 on Worn Wear while new items on the Patagonia page
were going for around $150 to $200.
Place:
Worn Wear products can be found on the wornwear.patagonia.com site, where consumers
can choose from a variety of secondhand clothes that have been traded in by other consumers.
With more than 70 Patagonia stores worldwide, 37 of them are located within the US. There are
a couple of states that have more than 1 store, with California having 8, New York with 5 and
Colorado, Connecticut, and Hawaii with 2 each, to name a few. I would say that California and
New York have a good number of stores because of the population of people, as a lot of
consumers would be living in those states. Colorado has a lot of mountains and places to hike
and climb, hence why they would have a couple of stores there also. Dallas has a store located
there with a couple other resale places included. They have one of the highest rates of millennials
moving in, with 350 parks and 160 miles of hiking and bike trails, with that mix making for a
wide variety of consumers.
Why Millennials are the Perfect Match for Worn Wear:
Millennials are perfect match for Worn Wear for many reasons. First off, they love
change and are always looking for ways to make the world better. Secondhand clothing has
become a stable for them as most are trying to live by a sustainable consumption practice. (Kiehn

7. & Voljkovic) They love when brands have a yearning for change and if it is something that they
believe in, like global warming or air and water pollution from garbage, they will gladly support.
Another thing is the millennials’ passion for adventure using the outdoors, with millennials
spending more time and money outside and on outdoor products than the average consumer.
(Outdoor Industry Association) To dive in more, millennials make up 37% of the outdoor
consumer population and spend their time running, surfing or even snowboarding. They also use
outdoor activities to manage physical and mental health, something that they care a lot about.
Media Plan Recommendations
Spotify Recommendations
Spotify variables that do not change:
 Format & Platforms:
My ad format will be audio and the platforms they will run on will be all, or iOS,
android, and desktop.
 Target Locations:
The target locations or DMA’s (designated target market) are Denver and Dallas.
 Age:
24-40 will be my age range since it is around where millennials are.
 Gender
Both genders will be targeted as these ads will be for anyone that loves
secondhand clothing and helping the environment.
 Schedule start/end times

8. For start/end times, I will be running the ads from 5/01/22-8/01/22, since this will
be the time when outdoor clothing items start to go on sale with summer
approaching.
 Estimated impressions definition
Estimated impressions according to Spotify are the number of ads within the ad
set served.
 Estimated reach definition
The estimated reach is the number of unique users who will be served my ads at
least once.
 Estimated lifetime frequency definition
Spotify defines the estimated lifetime frequency to be the average number of
times each user will be served my ads throughout its campaign lifetime.
 CPM definition
CPM (cost per mille) or the cost per thousand is the average price of 1000
impressions or people that view your ad.
Spotify Moment Name: Commuting
 Rationale:
I chose commuting because everyone, not just millennials, use podcasts or listen
to music while driving to a certain destination, whether it be 5 minutes or even an
hour, having our ads run while people commute places will help them remember
the ad more.
 Budget

9. $15,000
 Budget delivery likelihood
High
 Cost per impression (or ad served)
$.023
 Estimated impressions (or ads served)
630k – 640k
 Estimated reach
55k – 65k
 Estimated lifetime frequency
9.7 – 11.6
 CPM
$23.60
 Screenshot

10. Spotify Moment Name: Running
 Rationale:
My reasoning for choosing a moment like running is because a lot of millennials
love to run outside while listening to music, whether it be in the morning,
afternoon, or nighttime.
 Budget:
$10,000
 Budget delivery likelihood:
High
 Cost per impression (or ad served):
$.031
 Estimated impressions (or ads served):
420k-430k
 Estimated reach:
28k – 32k
 Estimated lifetime frequency:
9.7 – 11.6
 CPM:
$26.60
 Screenshot:

11. Spotify Moment Name: Travel
 Rationale:
My reason for choosing travel is because millennials nowadays love to go to
places whenever they can, so when they do, having these ads that play after songs
in a travel playlist can be useful.
 Budget:
$8,000
 Budget delivery likelihood:
High
 Cost per impression (or ad served):
$.018
 Estimated impressions (or ads served):

12. 310k – 320k
 Estimated reach:
40k – 44k
 Estimated lifetime frequency:
7 - 8
 CPM:
$25.41
 Screenshot

13. Spotify Ads
Spotify Moment or
Interest Format
Budget
(cost)
Cost per
Ad
served
Estimated
Ads Served,
Maximum
Estimated
Reach,
Maximum
Cost Per
Person CPM
Commuting Audio 15,000.00
$ 0.023 640,000 65,000 0.23
$ 23.60
$
Running Audio 10,000.00
$ 0.023 430,000 32,000 0.31
$ 26.60
$
Travel Audio 8,000.00
$ 0.025 320,000 44,000 0.18
$ 25.41
$
All Spotify Totals/ AVG 33,000.00
$ 463,333 25.20
$
average average
Outside Magazine Ad Recommendations:
 Rationale:
Outside magazine makes sense to reach our target because its exactly what
millennials want to do, be outside. They love to be active and workout. The
magazine, according to the outdoor media kit, generates 3.5m readers a month,
with 60% being male and 40% being female and a median age of 42, which is
close to our age of 24-40. The Outside audience is also described as adventurous,
motivated and tech savvy, which relate to our target’s psychographic summary.
 Ad Size and Position
The ad size and position that I am going to be choosing will be a full page inside.
The reasoning for this is because when readers see an ad covering a whole page, it
will catch their attention.

14. Months Chosen:
The months I chose are April and May, so the summer issue is where I will be
putting my ad.
 Number of Insertions:
3 insertions
 Cost per Ad:
$98,700
 Cost Explained:
The cost was calculated by viewing the cost per ad for a full page with the
number of insertions on the Outside Magazine Media Kit.
 CPM:
$28.20
 Rationale:
I decided to run a ½ page ad because sometimes readers will skip or siphon
through a magazine so fast they won’t see an ad, so placing one more ½ page one
would help get more attention.
 Ad size and Position:
½ page and inside back
 Months Chosen
April and May, the summer issue
 Number of Insertions
1
 Cost per ad

15. $59,485
 Cost Explained
The cost is for an insertion of a ½ page ad
 CPM
$17.00
Magazine Placements
Magazine Name Ad Size Ad Position Cost Per Ad
Numbere
of
Insertions
Total
Campaign
Cost
Total
Audience CPM
Outside Full Inside 98,700.00
$ 3 297,100.00
$ 3.5 million 28.20
$
Outside 1/2 page Inside back 59,485.00
$ 1 59,485.00
$ 3.5 million 17.00
$
Magazine Totals/AVG 79,092.50
$ 4 356,585.00
$ 3.5 million 22.60
$
(avg) (total) (total) (avg) (avg)
Google Keyword Ad Recommendations
 Keyword List
o Outdoor clothing
o Running clothes

16. o Camping wear
o Secondhand brands
o Stylish outdoor clothing
o Cheap outdoor clothing
o Hiking near me
o Biking clothes
o What to wear mountain biking
o Best outdoor clothing
o What to wear when hiking
o Outdoor stores near me
o Environment friendly clothing
o Summer wear
o Eco friendly brands
 Rationale
My rationale for choosing these keywords is because my target and their DMA’s
(Dallas and Denver) both have beautiful hiking spots and biking trails.
Millennials also love stylish and affordable clothing wear that is sustainable and
will help the earth in the long run.
 Key Phrase Cost Range
The most expensive keyword phrase is hiking near me with $2.22 per click while
the cheapest was camping gear for $0.55 a click. I think that the key word hiking
near me is the most expensive because millennials nowadays want to go outside
and do something adventurous, so in places like Denver and Dallas with plenty of

17. laces to hike, this keyword should be expensive as it is hard to get ads up there.
When it came to buying more expensive key phrases or least expensive ones, I
went with the middle ground. I bought an average of $1.20 per click.
Keywords/Keyphrases
Cost Per
Click
Ad total
Clicks per
Month
Number
of
Months
Total
Clicks Total Cost CPM (CPC)
Outdoor clothing 0.91
$ 300 2 600 546.00
$ 910.00
$
Running clothes 1.36
$ 300 3 900 1,224.00
$ 1,360.00
$
Camping gear 0.55
$ 400 2 800 440.00
$ 550.00
$
Secondhand brands 0.79
$ 350 2 700 395.00
$ 790.00
$
Stylish outdoor clothing 1.29
$ 300 3 900 1,161.00
$ 1,290.00
$
Cheap outdoor clothing 0.64
$ 300 2 600 384.00
$ 640.00
$
Hiking near me 2.22
$ 800 3 2400 5,328.00
$ 2,220.00
$
Biking clothes 0.87
$ 400 2 800 696.00
$ 870.00
$
What to wear mountain biking 0.75
$ 400 2 800 600.00
$ 750.00
$
Best outdoor clothing 1.01
$ 250 3 750 757.50
$ 1,010.00
$
What to wear when hiking 1.28
$ 400 3 1200 1,536.00
$ 1,280.00
$
Outdoor stores near me 1.59
$ 250 3 750 1,192.50
$ 1,590.00
$
Environment friendly clothing 2.09
$ 700 3 2100 4,389.00
$ 2,090.00
$
Summer wear 0.90
$ 500 2 1000 900.00
$ 900.00
$
Eco friendly brands 1.79
$ 1000 3 3000 5,370.00
$ 1,790.00
$
Google Totals/Avg 1.20
$ 6,650 17,300 24,914.00
$ 1,202.60
$
(avg) (total) (total) (total) (avg)
Strategy and Thoughts:
 Budget and Media:
I think the effectiveness of the ads I have recommended will be most effective for
Worn Wear. I think this because for Spotify I used various interests of millennials
to place ads that they will want to hear after playlists they listen to, whether it be
running or commuting. They will also get that same interest in the magazine
Outside, where placing these ads in an outdoor magazine will generate good
advertising for the brand.

18.  CPM Analysis:
CPM or clicks per mille (thousand) is used to calculate hoe much it would cost for
1000 people to see click our ad. The media vehicles I use, and the CPM’s vary.
With Spotify, my CPM’s came to an average of $25.60 for every 1000, while the
ads placed on Outside magazine were $21.00 for every 1000.

19. Bibliography
Debter, L. (2021, February 8). Gold in your closet: The startup helping Patagonia and Levi's
cash in on the resale boom. Forbes. Retrieved October 19, 2021, from
https://www.forbes.com/sites/laurendebter/2021/02/03/gold-in-your-closet-the-startup-
helping-patagonia-and-levis-cash-in-on-the-resale-boom/?sh=26057e0a1758.
Inc., T. (n.d.). 2021 fashion resale market and trend report. thredUP. Retrieved October 19,
2021, from https://www.thredup.com/resale/#resale-industry.
Keihn, K. (2018, February 18). Millennials motivations for shopping secondhand clothing as
part of a sustainable consumption practice.
http://www.diva-portal.org/smash/get/diva2:1353887/FULLTEXT01.pdf
Source: 2014 outdoor consumer segmentation millennial ... (n.d.). Retrieved November 17,
2021, from https://outdoorindustry.org/wp-content/uploads/2016/01/cv-infographic-
millennial-outdoor-consumers.pdf.