1. Brand Identity
Key Conponents
• High quality
• Sustainability
• Innovative technology
• -video for boot
• Giving back

2. Trend BriefLas Vegas Trand
show
warp F/W 2014
Photoreal digital prints—
natural landscape & city

3. New products•Jacket

4. boot
•
Harnesses kinetic energy when you walk
Produces enough power to charge any small device such
as cameras, and cellphones
•
App links to Bluetooth via wifi to show you your position,
altitude, pace, and energy
•
Automatically updates with your stats and geographical
location
•
Share journals and photos via social media
•
Send an emergency S.O.S. Signal. Offers a sense of
security and safety to the explorer
•
The GPS can be used as a safety device for Women,
Children, and even those with Alzheimer's.

5. Packaging
Introduce knowledge of hiking
Good paces to go hiking
Pictures of different landscape
• demonstrate the company's efforts towards greater
environmental sustainability as well as to
communicate its technological leadership
in the outdoor industry.
• Use materials with 100%
post-consumer waste, and prints with
environmentally-friendly inks.

6. where it will be
sold
• Monopoly store
• Shopping mall and outlet
• Macy’s

7. Store display
Sketches of clothes display
Sketches of shoes display

9. Life-Time Warranty
“If a product ever fails due to a
manufacturing defect, even after
extended use, we will repair the
product, without charge, or
replace it at our discretion.”
- thenorthface.com

10. Sustainable Journey
• Boneville Enviornmental Foundation:
reducing green house gas emissions from
its North American facilities
• BlueSign: organization that helps the
textile industry understand the chemical
impact of the productaion process.
• Go-Zero: offset any remaining emissions
through land restoration and tree
planting programs
“sustainability and conservation form the core
of The North Face pledge to advance the well-
being of the planet, its citizens and those who
enjoy exploring it” - thenorthface.com
https://www.youtube.com/watch?v=AtefRFBEseQ
http://expeditionsustainability.com/

11. Sustainable
Manufacturing• Recycled materials or organic
cotton and have very strong
sustainability initiatives and a
platform to change how people
think, act and operate.
• Use of PrimaLoft Eco Insulation
which contains 50% recycled
content, used for the insulation
of boot collection.
• Produced from post-consumer
products and post-industrial
plastic waste.

12. Recreational
Performance Outerwear
Apparel Act• Support the legislation that promotes advance U.S
textile technologies.
• The bill modifies the U.S. Tariff Schedule for
specific types of high performance recreational
outerwear and eliminates duty on these apparel
categories.
• The legislation also contains a provision for
investment in U.S. textile technologies and jobs that
focus on advanced, sustainable, environmentally
conscious manufacturing and streamlined supply
chains.

13. Innovative
Technology
• Exploring the frontiers of technology for better
fabrics and components is only the beginning of the
life cycle of a new piece of gear. A great example of
this is our C130 Tent Test. Our entire tent line was
tested against our competitors by placing them in
back of a C130 plane. The plane’s four engines
produce 13,000 ft/lbs. of torque and are capable of
producing wind speeds in excess of 80 mph and unlike
wind-tunnel tests, the propellers can create wind
currents that are irregular and multi-directional.
The results speak for themselves - our tents
outperformed all the competition.

14. • Explore Fund
• Strong roots to volunteerism,
non-profits and giving back to
the community
• Fund non-profit organizations
that are working to re-connect
children with nature
• Give grants the promote
exploration to the next
generation
Giving Back

15. Creating Community
• Planet Explore
• Creating community online with
their partnership with Planet
Explore. Site focuses on familes
and individuals to get out and
get involved in outdoor
activities and events in their
area. Their stie is global, yet
they focus on the local. Access
to related blogs, podcasts and
videos to those interested in
outdoor activities.

16. Potential Celebrity
Endorsements
Bear Grylls-Man vs. Wild
a British adventurer, writer and television
presenter. He is best known for his television
series Man vs. Wild, also known originally
as Born Survivor: Bear Grylls in the United
Kingdom, which ended in 2011. He is also
involved in a number of television series in
the United Kingdom and the United States
on the theme of survival in the wild.

17. Potential Celebrity
Endorsements
Les Stroud- SurvivorMan
Les Stroud sees his television program
as an opportunity to teach while
entertaining. He encourages his
viewers to show respect for the
environment and to maintain control in
dangerous situations. Conservation, to
Les Stroud, is everyone’s responsibility.
Survivorman is his venue for getting
these points across to the public.

18. educational/speaking
engagements

19. websites and social
networking
• North face race event
• The North face 100 Running
Camps
• Speaker Series
• Indoor or outdoor Installations
like rock climbing wall

20. • High quality website
with great pictures
• foldable poster
Describes what the customer's five
senses will experience as they enter
a North Face retail store. They will be
attached to ads in magazines and
hand out during racing event.
• App for cell phone

21. social cause and
marketing
e North Face is known for serving the community
hosting charity-based events, they are associated
h The Conservation Alliance; supports grassroots
zen-action groups and they thrive in protecting outdoor
as.
ey also work with Access Fund's Non-profit Climbers
ganization, which strives to preserve climbing in the
ited States and also finance climbers and other events.
ave no Trace is a non-profit organization which educate
d conducts research and partnerships to preserve outdoo
creational areas and also work with American Mountain
ide association and Alpine Ascents International Inc.

22. Possible
Social/Cause
Marketing partner
World Wide Fund for NatureAn international non-governmental
organization working on issues regarding the
conservation, research and restoration of the
environment
It is the world's largest independent
conservation organization with over 5 million
supporters worldwide, working in more than
100 countries, supporting around 1,300
conservation and environmental projects
Mission is "to stop the degradation of the
planet’s natural environment and to build a
future in which humans live in harmony with
nature."
https://www.youtube.com/
watch?v=ZnwQALsRTH4

23. Possible Strategic
Relationships
15th
World Championships in Athletics
Summer 2015 in Beijing, China
The event will be the largest sporting event to take
place at the Beijing National Stadium ("Bird's Nest")
since the 2008 Summer Olympics.
North Face could sponsor the event and athletes
uniforms

24. Business for Innovative Climate & Energy Policy
(BICEP), an organization that works with key allies in
the business community and relevant members of
Congress to pass energy and climate change
legislation.
Bonneville Environmental Foundation (BEF), a nonprofit
organization and key player in the carbon offset
marketing.
Conservation Fund, Go Zero, a program that allows
individuals,corporations and communities to measure their carbon
dioxide emissions and learn helpful ways to reduce those emissions
and offset the remaining by planting trees.
EPA Climate Leaders, a voluntary EPA industry-government
partnership that works with companies to develop complete
climate change strategies.
Recurrent Energy, a leading solar power developer,
and The
North Face are working together to increase the
amount of solar
energy The North Face uses in the future.
Suntech Energy Solutions, one of California’s fastest-growing
providers of commercial and utility-scale solar power systems.
Stopwaste.org, an organization that provides waste audits for
corporations in Alameda County.
BD, help The North Face reduce the environmental emissions.
Sustainability Partners

25. Press and Marketing
• Internet, Radio, TV advertising
• Direct Mail: catalogs, email newsletters and updates
• Public Relations: press releases of new technology
innovations, and sustainability initiatives
• Customer Service: surveys
• Packaging
• Point of Purchase Displays: interactive kiosks
• Websites and Blog: Neverstopexploring.com
• Social Media: Facebook, Twitter, InstaGram, YouTube,
LinkedIn, Google+, cross promoting,
#neverstopexploring, #getupgetout, photo contests
• Promotions: coupons, athletes freeskiing campaing
https://www.youtube.com/watch?v=qaBvsYcYyL0