THE NORTH FACE

Mariam Shahab, Laura Robertson, Stephanie McKillop, Jessica Schlesinger

Methodology

• Secondary Research: MRI, Mintel, Online data bases

• Twenty-Question survey with 40 respondents

• Two focus groups with a total of 10 participants

• Five in-depth interviews

• Observation : Consumers shopping at both the North Face store and REI

•Internal Intelligence - 1 Manager and 2 part time employees were interviews

The North Face Consumer: The Basics

• Educated, College Graduates

• 25-54 years old

• Married, with children of all ages

• Lead active lifestyles

• Watches the Discovery Channel

• The most important factors in deciding to buy outerwear are style, latest technology, and the brand

The Focus Groups

• “My zipper fell off my jacket like 2 years after I bought it, and frankly it was totally my fault. I brought it to the store and they sent me a completely new one for free.”

• A lot of people buy the gear but don’t actually do the stuff [the outdoor activities].

• “A TNF user would have a GPS for their car but pretend they didn’t have it.”

In-depth Interviews

• “If North Face was a person, he would definitely be a tool with his collar popped, drinking a light beer."

• “When I want to buy a NF, I research the product on its website. It’s not an impulse buy, but a well thought out purchase product because it’s going to last forever.

Survey Responses

• Most frequent adjectives used in describing TNF: Durable, Warm, Comfortable, Boring, and Masculine

• Benefits of owning a North Face: Lasts long, and warmth

• Things about the North Face consumers do not like: Price

Consumer’s Perception of The North Face and its Competitors

Key Insights:

• There are two kinds of customers:• Professional Climbers and Outdoor Enthusiasts -

the primary and targeted consumers of TNF. Use the gear in practice.

• “Brand Hitchers” : Consumers that wear active wear without participating in the activity the apparel was designed for. They use the product for general, everyday climate protection.

TNF: Strengths

• Innovative Product Design

• Brand Equity - well known and accepted

• Product Reputation & Quality

• Sustainability - pledges to “advance the well-being of the planet and its citizens”

• Product Diversity- Casual Apparel, Equipment, Outwear, Footwear, and more.

TNF: Weaknesses

• Focused, Niche Industry - difficult to grow with a limited amount of customers

• High Price-Point

TNF: Opportunites

• Kiosks• Online Communities• Possibility of future government contract for tents as

a longtime supplier for the US Marine Corps• Children’s Clothing- 8% sales increase between now

and 2013• Women Audience• Family Emphasis• Fashion Meets Performance

TNF: Threats• Competition - Status customers are quick to move with a

change in trends. Relatively low barriers to entry and smaller specialty companies frequent the market

• Possibility of Major Shifts in Consumer Tastes and Preferences - Consumers demanding more value for their dollar and are quick to move if an item falls short of expectation

• Possibility of Breakthrough in Product Design Not Developed by TNF

TNF Relationship With Consumers

• Functional: Products that last forever are a good investment and are effective. The store is a one stop shop.

• Emotional: Trusted, professional reputation, go-to adventure brand, guaranteed

The Creative Brief

• Business Challenge - To differentiate the brand between competitors that specialize and those which are all-inclusive.

• Communication Objectives: To capitalize on the opportunity of appealing to families as consumers while maintaining the element of self-fulfillment through outdoor activities.

Brand Essence

Rational - The premiere outerwear brand that will take you from the streets to the top of a mountain.

Emotional- Confidence in this high-involvement buy because of its reputation: intense, exploring, energy, legitimate, familiar

Target Audience

Professional Climbers and Outdoor Enthusiasts heads-of-households

• Busy Schedules - One-stop-shop convenience fits their lifestyle.

• Consumes all types of media with emphasis on internet usage

• Busy lives, but make time for each other. Enjoy family vacations

Key Insight

Owning TNF product causes consumers and their families feel more motivated because of the brand’s legitimacy toward active and adventurous lifestyles.

The Big Idea

To reinforce TNF’s image as the leading, all-inclusive, adventure brand by extending its outdoor and active lifestyle to include the whole family.

Motivating Support Points

•TNF is dedicated to being the most innovative in product development.

•TNF offers products for all age groups for varying skill levels.

•Life-time guarantee

Current Response

“The North Face is a great supplier of gear and apparel for me as an outdoor enthusiast”

Desired Response

“The North Face has the best quality products which are a good investment for entire family so that we can be active together.”

Executional Considerations

•Keep current tagline and image style to avoid alienating current consumer base.

•Multi-media, focus on online and non tradition mediums