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8/6/2019 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?
