Tnf Marketing

Topics: The North Face, Brand, VF Corporation Pages: 5 (1793 words) Published: July 4, 2013
BACKGROUND:
The North Face, Inc. is an American outdoor product company specializing in outerwear, fleece, coats, shirts, footwear, and equipment such as backpacks, tents, and sleeping bags. The clothing and equipment lines are catered towards wilderness chic, climbers, mountaineers, skiers, snowboarders, hikers, and endurance athletes. The company sponsors professional athletes from the worlds of running, climbing, skiing and snowboarding. The North Face brand was established in 1968 in San Francisco, when Douglas Tompkins and Kenneth "Hap" Klopp created an equipment retail store that eventually acquired the name The North Face. The North Face maintains strong links with the outdoor community through sponsoring athletes, including Lizzy Hawker, winner of the Ultra Trail Tour du Mont Blanc in 2005, 2008 and 2010. http://eu.thenorthface.com/tnf-eu-en/

VF is an U.S. company which owns many brands. For example: The North Face, Lee, Reef… VF is a $9 billion apparel and footwear powerhouse, with an incredibly diverse, international portfolio of brands and products that reach consumers wherever they choose to shop.

Current portfolio:
The North Face has a wide range of products in trade including jackets, footwear, sleeping bags etc..… http://www.vfc.com/

VF Corporation (New York Stock Exchange: VFC) of the company to discuss its strategic plan to achieve $ 2.0 billion of revenue in 2017, mainly through its five major brands in the region - Timberland ®, Lee ®the North Face ®, growth in light commercial vehicles ® and Kipling ®. This represents an annual growth rate of 17% is expected to be from about 900 million dollars in revenue in 2012. The company also confirmed that its 2012 expected income increased by approximately 20% in Asia, growth in the low double-digit rate of revenue growth in Europe on July 19. Asia-Pacific revenues increased nearly five-fold since 2007, we continue to see tremendous growth opportunities. The North Face ® brand's goal is to become the undisputed leader of the open-air market in Asia, and the definition of the category, inspire and enable the exploration of outdoor sports brand. The brand is expected of its Asia-Pacific revenues increased by $ 340 million in the next five years, the annual growth rate of 26%. The brand will benefit from the very strong growth of the outdoor category, the key to economic growth strategy, including grassroots outdoor community involvement, its core aspiring adventurer consumers, expanding door distribution, brand related to localization and digital innovation and brand awareness. http://vfc.com/news/press-releases?nws_id=CA0C2336-E57F-90B2-E043-A740E3EA90B2

The North Face’s policy is keeping its existing products in excellent quality while developing new products to explore new markets. With its good reputation in the sportswear markets and its renowned brand name in the world, when people want to buy outdoor products, they’ll just think of The North Face. (i.e. High brand image) It is suggested that The North Face would try to develop watches market in the People’s Republic of China, because it believes that there’s a huge market in watch business in China. It is also suggested that The North Face will create a new brand for the watches business for the markets initially in China. Turnout, if it is proved to be a successful strategy in China, this watches business will be extended its market in other countries in Asia and finally in most part of the world. The new brand name is initially called “i-See” which it means “I can see clearly through the The North Face watch”. “ I see The North Face” and I’ll buy it. “i-See” The North Face will use top quality material e.g. LED light. This is what the major competitor ~ “Columbia”. The North Face will also use top materials for the watch. It will use high tech for new functions.

It shows that there are more advantages for development in the Asia-Pacific region, as the people in the Asia-Pacific region...
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