Part of a larger research effort engaging Millennials in talking about shopping and brands. This clip is from a depth interview, succinctly captures thoughts about authenticity and spending values related to perceptions of self. Participant says people wearing Northface don't do the activities that match the gear, while those wearing Patagonia do. Says he prefers to catch people in action and ask about their gear, rather than trust other sources. Does extensive online research. Will pay the extra money for what he really wants in the way of gear, despite high cost sensitivity for most items.

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