"A very unique part of our brand is a connection to those outdoor environments," explained Mr. Spaletto, the president of the North Face. "We encourage people to push their limits and feed their soul. Our goal is to extend that message and then introduce this new dimension around training."
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The North Face is expanding globally recently; the revenue goal is expected to reach $3.3 billion by 2017. The key to that growth is maintaining The North Face's message of exploration. Investing a huge amount on advertising, including pop-up stores and promoting the fashionable image agressively help The North Face to attract young consumers. The innovation of high fibre technologies with the toughest gear and the warmest apparel, allow The North Face to have a significant position in the outdoor industry. The North Face has different marketing strategies to fit the various markets, by considering the culture and consumers' habits. The sustainable products also provide a positive image of caring about the environment.
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Todd Spaletto explains, "The year-round strategy is part of The North Face's shift from an outdoor apparel retailer to an active and lifestyle brand." The North Face is going to shift its brand image from mountaineering and professional gear to a fashionable lifestyle brand to fit the customers' needs. It is a powerful growing active brand that has a connection to lifestyles.​
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About
"We've always been a brand that's always been associated with Everest and pushing your personal boundaries, and we wanted to make that a little more personal with people."
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Aaron Carpenter, VP-global marketing at The North Face
Testimonial
"The North Face will maintain an unwavering commitment to pushing the limits of design, so that you can push your limits outdoors. Never Stop Exploring."
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The North Face