Northface: From street shops to outdoor big names Date: 2016-05-19 12:47
How did a small street store grow to become the world’s largest outdoor brand with annual sales of over US$2 billion?
The North Face celebrated its 50th anniversary this year. The brand that was created in 1966 grew from an outdoor sports equipment store in San Francisco to a brand that sold over $2 billion annually. According to SportsOneSource, The North Face currently has a 33.5% market share in the global outdoor sportswear market, and it will not be the world's largest outdoor brand.
Finding direction and positioning
In 1966, two young people who love mountaineering, Doug Tompkins and his wife, Susie Tompkins, opened a small mountaineering store in North Beach in northern San Francisco. The store named the North Face, which specializes in outdoor equipment such as tents, backpacks, and sleeping bags. . Soon, this small store opened in San Francisco's North Beach area became a gathering place for outdoor enthusiasts.
In 1968, The North Face announced its brand positioning: Producing the world's best outdoor products. In the same year, The North Face was acquired by Hap Klopp and began designing and producing highly functional climbing apparel and equipment. By the end of the 1980s, The North Face had become a brand of high-performance outdoor apparel, ski wear, sleeping bags, backpacks, and tents, and became a global expedition, extreme sports player, polar explorer, and climber. Mountain climbers and other choices. The North Face half-arch logo began to appear more and more frequently in the Super Marathon, the plateau off-road race and the steep cliffs. In 1999, The North Face's sales reached 200 million U.S. dollars, and the pace of opening stores has never stopped.
After the establishment of The North Face for a long period of time, what the brand is doing is constantly pursuing the limits of design and performance, continuously developing new outdoor equipment categories, and launching outdoor sportswear, footwear, travel bags and other products. Meet the needs of outdoor sports.
Take the road to popular outdoor leisure brands
In the early days of The North Face brand development, the choice to focus on meeting the needs of outdoor sports was clearly quite right, because The North Face was able to get started smoothly by relying on the support of a group of outdoor sports enthusiasts. But this also causes some problems. If you only focus on the needs of these outdoor sports enthusiasts, then The North Face will be difficult to make big, after all, outdoor sports was a relatively niche exercise at the time.
Is it necessary to focus on the needs of outdoor enthusiasts, or to a more popular sports market? After a difficult decision, The North Face eventually chose the latter.
In 2000, The North Face had problems in its operations. It was acquired by VF Corporation, a veteran US apparel company, and became one of the group's many outdoor leisure brands. The VF Group has five major product lines: Jeanswear, Outdoor and Action Sports, Sportswear, VF Imagewear and Contemporary. These include many of our well-known brands, such as NAUTICA, Lee, JanSport, Wrangler, Majestic Athletic, and Timberland.
Under the leadership of VF Corporation, The North Face began to take the route of popular outdoor leisure brands, expanding its target customers from outdoor sports enthusiasts to those who love outdoor activities and have requirements for apparel and equipment. In 2013, The North Face became the first VF brand to break through $2 billion. In 2015, it achieved sales of US$2.3 billion. In 2015, The North Face became the largest single brand under the VF Group and became the largest in the world.
Outdoor brand.
In 2000, The North Face entered China through franchising. In 2007, its sales in China increased by 150%. Today, China is already the second largest direct market in the world.
Let outdoor sports become synonymous with dreams
How to make a professional outdoor sports brand into a universally available product? The North Face approach is to establish emotional connections with these consumers.
In The North Face's ad, the slogan that appears over and over again is the exploration never stops, Never Stop Exploring? This is also the brand concept of The North Face. The meaning of most of the shots is not the outdoor sports themselves, but the courage to meet the challenges.
In more informal terms, The North Face makes outdoor sports a synonym for dreams. When consumers purchase The North Face products, they unconsciously think that they are buying their dreams. It was with this sentiment that The North Face sold its products to more and more consumers who seemed to have nothing to do with outdoor sports. Ever since, we can see The North Face, a fashionable and sultry logo.
Now, The North Face even completely abandoned the concept of outdoor sports. Various kinds of marketing advertisements are advocating new claims of The North Face: It is not always necessary to wear our clothes during outdoor sports, and daily matching is also necessary. In the city, there can also be a spirit of exploration.
Ah, did you think of the familiar life not only in front of you, but also in poetry and distance? Yes, exploration, courage, dreams, The North Face put the brand and these people in mind, they couldn't help but have a high-spirited vocabulary. Linked up.
To be professional, but also to tide
In addition to being known both as a brand and a professional in outdoor brands, The North Face has also made itself more and more stylish and more attractive by cooperating with all major brands. It has also completely removed the brand from the outdoor brands. Rustic dull image.
Since 2007, The North Face and Supreme, the American street style brand, have launched joint ventures. Except for the interruption in 2009, the cooperation between the two brands continues to this day. (Unfamiliar with Supreme's pro, please make up for yourself.) It can be said that the joint ventures of these two brands have been the focus of fashion circles since their launch, and they are also a must-buy for many fashionistas and die-hard fans. They are on the resale market. The price has also been kept high.
The North Face x Vans joint series combines Vans's classic shoe style with The North Face's outdoor function. This collection includes Sk8-Hi?MTE?LX and Desert?Chukka?MTE?LX and several pairs of shoes. Limited Nuptse jacket.
The North Face and the Italian brand Slam Jam have collaborated on a special model with Gore-Tex technology, each of which is available in black, denim blue, and gray and yellow rhombic shades.
Mountain Jacket, co-named with American fashion brand J.Crew. This mountaineering jacket is based on the first mountaineering jacket designed by The North Face 1985. At the time, this jacket was put through a series of harsh environments such as Mount Everest before entering a full-scale production release. It was The North. One of Face's most classic products.
The North Face teamed up with Kawakubo to launch a jacket that uses the 60/40 waterproof material that is commonly used in outdoor clothing, as well as signature collage techniques.
The North Face teamed with namamica to build THE NORTH FACE PURPLE LABEL. New series will be Japanese leisure elements Note
In The North Face's outdoor function style, the main colors are dark blue, khaki, tannin and gray, except for outdoor coats, short jackets, hoodies, T-shirts, shirts, slacks and shorts. There are also plenty of accessories such as bags, fisherman hats, blankets and socks.
summary
In the era of homogenization of products, how to create a distinctive brand image and how to make brands break through? The North Face intelligently connects exploration, courage, dreams, and other vocabulary that inspire people to fight and evoke life passions. Combining the brand's professional functionality with fashion trends, it integrates outdoor equipment and urban life in a seamless manner, allowing the brand to grow from an unknown street shop to global in just 50 years. The largest outdoor brand. Exploring The North Face's growth history and brand strategy will undoubtedly give us a lot of inspiration.
In an increasingly competitive eco-environment, consumer perceptions and tastes are constantly changing and updating. When people choose goods or consume, in addition to functionality and practicality, they will actually be more concerned with the culture, connotation, personality, and value that the goods can embody, that is, the non-material feelings that products bring to us. , The personality conveyed by the brand, the association brought by the brand, and the attitude and lifestyle of the brand represented by the brand are the real distinction between the brand and the brand and the key to the premium.
In an age when product quality and appearance are highly homogenized, all corporate strategic thinking should face the consumer market. Companies that are good at studying consumer lifestyles, and those who are good at communicating with consumers deeply and thoroughly, are more likely to discover new business opportunities, generate more value-added brands, grasp opportunities and take the initiative in cruel market competition. .
How did a small street store grow to become the world’s largest outdoor brand with annual sales of over US$2 billion?
The North Face celebrated its 50th anniversary this year. The brand that was created in 1966 grew from an outdoor sports equipment store in San Francisco to a brand that sold over $2 billion annually. According to SportsOneSource, The North Face currently has a 33.5% market share in the global outdoor sportswear market, and it will not be the world's largest outdoor brand.
Finding direction and positioning
In 1966, two young people who love mountaineering, Doug Tompkins and his wife, Susie Tompkins, opened a small mountaineering store in North Beach in northern San Francisco. The store named the North Face, which specializes in outdoor equipment such as tents, backpacks, and sleeping bags. . Soon, this small store opened in San Francisco's North Beach area became a gathering place for outdoor enthusiasts.
In 1968, The North Face announced its brand positioning: Producing the world's best outdoor products. In the same year, The North Face was acquired by Hap Klopp and began designing and producing highly functional climbing apparel and equipment. By the end of the 1980s, The North Face had become a brand of high-performance outdoor apparel, ski wear, sleeping bags, backpacks, and tents, and became a global expedition, extreme sports player, polar explorer, and climber. Mountain climbers and other choices. The North Face half-arch logo began to appear more and more frequently in the Super Marathon, the plateau off-road race and the steep cliffs. In 1999, The North Face's sales reached 200 million U.S. dollars, and the pace of opening stores has never stopped.
After the establishment of The North Face for a long period of time, what the brand is doing is constantly pursuing the limits of design and performance, continuously developing new outdoor equipment categories, and launching outdoor sportswear, footwear, travel bags and other products. Meet the needs of outdoor sports.
Take the road to popular outdoor leisure brands
In the early days of The North Face brand development, the choice to focus on meeting the needs of outdoor sports was clearly quite right, because The North Face was able to get started smoothly by relying on the support of a group of outdoor sports enthusiasts. But this also causes some problems. If you only focus on the needs of these outdoor sports enthusiasts, then The North Face will be difficult to make big, after all, outdoor sports was a relatively niche exercise at the time.
Is it necessary to focus on the needs of outdoor enthusiasts, or to a more popular sports market? After a difficult decision, The North Face eventually chose the latter.
In 2000, The North Face had problems in its operations. It was acquired by VF Corporation, a veteran US apparel company, and became one of the group's many outdoor leisure brands. The VF Group has five major product lines: Jeanswear, Outdoor and Action Sports, Sportswear, VF Imagewear and Contemporary. These include many of our well-known brands, such as NAUTICA, Lee, JanSport, Wrangler, Majestic Athletic, and Timberland.
Under the leadership of VF Corporation, The North Face began to take the route of popular outdoor leisure brands, expanding its target customers from outdoor sports enthusiasts to those who love outdoor activities and have requirements for apparel and equipment. In 2013, The North Face became the first VF brand to break through $2 billion. In 2015, it achieved sales of US$2.3 billion. In 2015, The North Face became the largest single brand under the VF Group and became the largest in the world.
Outdoor brand.
In 2000, The North Face entered China through franchising. In 2007, its sales in China increased by 150%. Today, China is already the second largest direct market in the world.
Let outdoor sports become synonymous with dreams
How to make a professional outdoor sports brand into a universally available product? The North Face approach is to establish emotional connections with these consumers.
In The North Face's ad, the slogan that appears over and over again is the exploration never stops, Never Stop Exploring? This is also the brand concept of The North Face. The meaning of most of the shots is not the outdoor sports themselves, but the courage to meet the challenges.
In more informal terms, The North Face makes outdoor sports a synonym for dreams. When consumers purchase The North Face products, they unconsciously think that they are buying their dreams. It was with this sentiment that The North Face sold its products to more and more consumers who seemed to have nothing to do with outdoor sports. Ever since, we can see The North Face, a fashionable and sultry logo.
Now, The North Face even completely abandoned the concept of outdoor sports. Various kinds of marketing advertisements are advocating new claims of The North Face: It is not always necessary to wear our clothes during outdoor sports, and daily matching is also necessary. In the city, there can also be a spirit of exploration.
Ah, did you think of the familiar life not only in front of you, but also in poetry and distance? Yes, exploration, courage, dreams, The North Face put the brand and these people in mind, they couldn't help but have a high-spirited vocabulary. Linked up.
To be professional, but also to tide
In addition to being known both as a brand and a professional in outdoor brands, The North Face has also made itself more and more stylish and more attractive by cooperating with all major brands. It has also completely removed the brand from the outdoor brands. Rustic dull image.
Since 2007, The North Face and Supreme, the American street style brand, have launched joint ventures. Except for the interruption in 2009, the cooperation between the two brands continues to this day. (Unfamiliar with Supreme's pro, please make up for yourself.) It can be said that the joint ventures of these two brands have been the focus of fashion circles since their launch, and they are also a must-buy for many fashionistas and die-hard fans. They are on the resale market. The price has also been kept high.
The North Face x Vans joint series combines Vans's classic shoe style with The North Face's outdoor function. This collection includes Sk8-Hi?MTE?LX and Desert?Chukka?MTE?LX and several pairs of shoes. Limited Nuptse jacket.
The North Face and the Italian brand Slam Jam have collaborated on a special model with Gore-Tex technology, each of which is available in black, denim blue, and gray and yellow rhombic shades.
Mountain Jacket, co-named with American fashion brand J.Crew. This mountaineering jacket is based on the first mountaineering jacket designed by The North Face 1985. At the time, this jacket was put through a series of harsh environments such as Mount Everest before entering a full-scale production release. It was The North. One of Face's most classic products.
The North Face teamed up with Kawakubo to launch a jacket that uses the 60/40 waterproof material that is commonly used in outdoor clothing, as well as signature collage techniques.
The North Face teamed with namamica to build THE NORTH FACE PURPLE LABEL. New series will be Japanese leisure elements Note
In The North Face's outdoor function style, the main colors are dark blue, khaki, tannin and gray, except for outdoor coats, short jackets, hoodies, T-shirts, shirts, slacks and shorts. There are also plenty of accessories such as bags, fisherman hats, blankets and socks.
summary
In the era of homogenization of products, how to create a distinctive brand image and how to make brands break through? The North Face intelligently connects exploration, courage, dreams, and other vocabulary that inspire people to fight and evoke life passions. Combining the brand's professional functionality with fashion trends, it integrates outdoor equipment and urban life in a seamless manner, allowing the brand to grow from an unknown street shop to global in just 50 years. The largest outdoor brand. Exploring The North Face's growth history and brand strategy will undoubtedly give us a lot of inspiration.
In an increasingly competitive eco-environment, consumer perceptions and tastes are constantly changing and updating. When people choose goods or consume, in addition to functionality and practicality, they will actually be more concerned with the culture, connotation, personality, and value that the goods can embody, that is, the non-material feelings that products bring to us. , The personality conveyed by the brand, the association brought by the brand, and the attitude and lifestyle of the brand represented by the brand are the real distinction between the brand and the brand and the key to the premium.
In an age when product quality and appearance are highly homogenized, all corporate strategic thinking should face the consumer market. Companies that are good at studying consumer lifestyles, and those who are good at communicating with consumers deeply and thoroughly, are more likely to discover new business opportunities, generate more value-added brands, grasp opportunities and take the initiative in cruel market competition. .
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