The North Face

Never Stop Exploring

BY: KELSEY LAVINIO

KnowledgeInventory
Company History SWOTAnalysis SurveyResults

BrandPosi0oning
BrandEssence Target Communica)on Posi)oning

ADayintheLife
Style Hobbies Everyday

Crea0veEvalua0on
Communica)on Media Placement

OverallBrandAssessment

Welcome to The North Face

Welcome to The North Face

The Evolution of a Brand

1966 - The North Face was founded by two hiking enthusiasts Kenneth Klopp and Douglas Tompkins.
Named the most frigid and unmerciful side of a mountain

1970s - Sponsored Expeditions; Never Stop Exploring 1980s Added extreme skiwear products: Extreme Outwear & Equipment 1990s Became a global brand
1996 company goes public on NYSE

2000 bought by VF corporation as head of its new Outdoor Equipment & Apparel
Also owns firms: Wrangler, Levis, Vans, Kipling, Nautica, John Varvatos, JanSport, and
Eastpak

Visionstatement:ourvisionisbeyondse3ngrecordsand achievingfame.Forus,itsallaboutchanginglives,notjustour lives,butalso,thelivesofthosepeoplewhoinspireustoaimfor extraordinarydreams.

Website Analysis
Easynaviga)on;focusoncompanyplaCorms Indepthproductdescrip)on&retaileravailability Customuseraccounts,whyareyouNorthFace? Accesstoblogs,eventscalendar,team sponsorships

www.thenorthface.com

North Face Products

Innovative performance apparel and equipment that push the limits of design.
Apparel (for men, women, and kids):
Jackets, Vests, Shirts, Sweaters, Pants, Shorts, Baselayers, Footwear, Gloves, Hats, Socks, Scarves. Series: Flight & Summit Cryptic, Steep Tech, Recycled Denali

Equipment:
Daypacks, Technical Packs, Luggage/Duffels, Tents, Sleeping Bags.

Distribution for The North Face products

2,500 worldwide retail locations
150 retailers in Milwaukee area

The North Face does not sell their products direct

online retailers linked from their site.

Authorized online dealers:

SWOTANALYSIS

Strengths
Recognizable
Logo

Mainstream Great customer service and loyalty

Customer warranty

Technologically advanced products Environmentally Conscious

Weaknesses
High Price Non-direct buying Too trendy? Select advertising

Opportunities
Expanding leisure market Advertising to General Public
Television ads, Billboards, Popular magazines

School branding/personalization Childrens Apparel Direct buying from website

Threats
Competitors
Columbia, Nike, Patagonia, etc.

Imitations/Brand protection Counterfeit products

SURVEYRESULTS

a. b. c. d. e. f. g. h. i.

Mountain Climbing Extreme Sports Products Snowboarding Skiing Fleece Zip Up That Everyone Has High-quality Apparel Overpriced Apparel Exploration Other

a. b. c. d. e. f.

Print advertisement Friend/family Television Internet Sports store Other

a. b. c. d. e. f.

Price Fashion Quality Practicality Status Other

BRANDESSENCE

Brand Essence
Scientific and fashionable means of endless adventure The science
Reliable and sustainable Product durability Raising the bar in outerwear

Brand Essence
The Fashion
Iconic logo/ recognizable Increasing popularity Looks as good as the quality
Design and colors

The Endless Adventure

Relates to past, present, and future customers
Younger generations aspire to be The North Face Older generations recall their adventurous days

TARGET/BRAND POSITIONING

Target
Both Sexes Caucasian Mid Twenties Early Thirties Upper Middle Class/ White Collar Educated and Financially Stable Active Outdoor Lifestyle Natural Explorers with No Boundaries Liberal and Laid Back

Methods of Communication
Facebook, Twitter, Youtube Market Product and Events Online to Followers Help You Never Stop Exploring Blog
Faithful customers share their experiences and events with each other

Follow Sponsored Athletes and Expeditions Theres an app for that..

Brand Positioning
Established outdoor company Recognizable brand and logo Leader in style and popularity Dependable, efficient, & technologically advanced Premium brand, elite Reputation of quality

ADAYINTHELIFE

A Day in the Life

Meet John

Early bird Healthy & active Trendy & youthful Involved Interesting & popular Intelligent Loving husband Earth conscious

CREATIVE EVALUATION

Creative Evaluation
Mission Mediums
Print Billboards Online Social media

Creative Evaluation
Social Media focused efforts
Sustainability part of our brand heritage Conservation

More than the bottom line real people

Creative Evaluation
Simplicity
Logo Copy

Creative Evaluation
Live, Work, Play
Lack of Advertising
Selective magazines Social media Secondary market Elite strength

Logo
Strength Recognition

Creative Evaluation
Weaknesses
Different messages for different mediums Broad appeal
Secondary market opportunity

BRAND ASSESSMENT

Overall Brand Assessment

Past and Current Campaigns
Simplistic, Successful, Selective,

The North Face logo

Iconic Image

Overall Brand Assessment

Expanding Through Advertising
Catering to secondary market Focus on everyday people Climbing urban mountain

Focus On Philanthropy
Environmental sustainability Athlete profiles Documentary style videos

QUESTIONS?