adpr1400 presentation - the north face-2

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The North Face“Never Stop Exploring”

B Y : K ELSEY L  AVINIO  

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Overall Brand Assessment

Crea0ve Evalua0on

Communica)on Media Placement

A Day in the Life

Style Hobbies Everyday

Brand Posi0oning

BrandEssence Target Communica)on Posi)oning

Knowledge Inventory

Company History SWOTAnalysis SurveyResults

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 Welcome to The North Face

 Welcome to The North Face

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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

  1970’s - Sponsored Expeditions; Never Stop Exploring  

  1980’s – Added extreme skiwear products: Extreme Outwear &

Equipment   1990’s – 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  

Vision statement: “our vision is beyond se3ng records and achieving fame. For us, it’s all about changing lives, not just our lives, but also, the lives of those people who inspire us to aim for 

extraordinary dreams.” 

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 Website Analysis

Easynaviga)on;focusoncompanyplaorms

In‐depthproductdescrip)on&retaileravailability

Customuseraccounts,whyareyouNorthFace?

Accesstoblogs,eventscalendar,teamsponsorships

www.thenorthface.com

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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.

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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:

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SWOTANALYSIS

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Strengths

 Recognizable

 – Logo

 Mainstream

 Great customer service andloyalty 

 – Customer warranty 

 Technologically advanced

products

 Environmentally Conscious

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 Weaknesses

 High Price

 Non-direct buying 

 Too trendy? Select advertising 

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Opportunities

 Expanding leisure market 

  Advertising to General Public

 – Television ads, Billboards, Popular magazines

 School branding/personalization

 Children’s Apparel

 Direct buying from website

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Threats

 Competitors – Columbia, Nike, Patagonia, etc.

 Imitations/Brand protection

 – Counterfeit products

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SURVEYRESULTS

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a.  Mountain Climbing 

b.  Extreme Sports Products

c.  Snowboarding 

d.  Skiing 

e.  Fleece Zip Up That Everyone Has

f.  High-quality Apparel

g.  Overpriced Apparel

h.  Exploration

i.  Other

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a.  Print advertisement 

b.  Friend/family 

c. 

Televisiond.  Internet 

e.  Sports store

f.  Other

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a.  Price

b.  Fashion

c. 

Quality d.  Practicality 

e.  Status

f.  Other

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BRANDESSENCE

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Brand Essence

 “Scientific and fashionable means of endless

adventure”

 The science – Reliable and sustainable

 – Product durability 

 – Raising the bar in outerwear

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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

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TARGET/BRAND

POSITIONING

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Methods of Communication

 Facebook, Twitter, Youtube

 Market Product and EventsOnline to Followers

 Help You Never Stop Exploring Blog  –  Faithful customers share their

experiences and events with eachother

 Follow Sponsored Athletes andExpeditions

 There’s an app for that..

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Brand Positioning 

 Established outdoor company 

 Recognizable brand and logo

 Leader in style and popularity  Dependable, efficient, &

technologically advanced

 Premium brand, elite

 Reputation of quality 

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ADAYINTHELIFE

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 A Day in the LifeMeet John 

 Early bird

 Healthy & active

 Trendy & youthful

 Involved Interesting & popular

 Intelligent 

 Loving husband

 Earth conscious

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CREATIVE

EVALUATION

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Creative Evaluation

 Mission

 Mediums

 – Print  – Billboards

 – Online

 – Social media 

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Creative Evaluation

 Social Media – focused efforts

 – Sustainability – “part of our brand heritage”

 – Conservation

 More than the bottom line – real people

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Creative Evaluation

 Simplicity 

 – Logo

 – Copy 

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Creative Evaluation

 Live, Work, Play 

 – Lack of Advertising 

•  Selective magazines

•  Social media 

•  Secondary market 

•  Elite strength

 – Logo•  Strength

•  Recognition

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Creative Evaluation

  Weaknesses

 – Different messages for different mediums

 – Broad appeal•  Secondary market opportunity 

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BRAND

ASSESSMENT

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Overall Brand Assessment 

 Past and Current Campaigns

 – Simplistic, Successful, Selective,

 The North Face logo –  Iconic Image

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QUESTIONS?