Social Connect: Celebrities/ Spokespeople
Although The North Face does not have a specific globally spokesperson, it has various strategies by inviting celebrities in different countries to promote their products and lifestyles. Like US and Korea, they have an obviously differences to each other but they are successes to attract their consumers in that markets.
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United States
The products of the original line are in basic style that is focus on functional and professional cold-weather apparel. However, the collaborations with the street brand Supreme enhance the fashionable element for the brand. One of the street culture and the other of performance outerwear come together created gimmick and a series of the limited additional that increase the awareness to the public, especially the loyalty fans of Supreme and those who love street fashion styles.
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Many celebrities and singers were fascinated with the collaboration. One of them is Aubrey Drake Graham, a Canadian rapper, singer, songwriter, record producer, and actor. Drake took his new music video “The Motto” featuring Lil Wayne and Tyga for his album Take Care, by wearing a Fall/Winter 2011 Supreme x The North Face Leopard Nuptse Down Jacket.​
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In the sportswear field, Nike and Adidas are the two leader brands in the market. The North Face wants to attempt the youth market and try to establish the fashionable brand image; Nike and Adidas could be the competitors against North Face, specific in this street fashion sportswear aspect. To gain the sympathetic response from the public, Nike and Adidas are always invite spokespeople and celebrities from the origin countries for photo and advertising shooting, and then publish in those countries.
Korea​
K-pop trend influences Korean consumers with the popular singers and artists. The music video and drama are belonging to a part of Korean culture. K-pop trend is spreading over the world, not only Korean, but also affect a larger group of Asian to be the fan of Korean artists.
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The well-known band BigBang was invited as a new model for The North Face in 2011. They took the video in New Zealand, and took photos for advertising. Some famous actress like Song Joong Ki and Gong Hyo Jin were being models for advertising promotion on magazine and digital booklet.
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As Korea is a cold weather country in wintertime, there is a high consumption on professional and warm gear. Based on their strong fashion sense and using famous singers and artists be the models, the advertising, video and booklet are all in a consistent prevalent way.
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“Big Bang is a leading group in music and style, they have always been passionate in exploring, thus The North Face found them the right fit for our brand image.”
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An official from The North Face marketing stated
Nike
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The spokespeople of Nike are mainly famous athletes over the world. They have different nationalities, different sports field, and successful aspect or outstanding speech. The advertisings are focus on the sports' spirit; present the great power and ability of human. Nike often uses speech and slogan to enhance the strong messages from the ads.
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Top left: Jon Jones, an American mixed martial artist and current interim Light Heavyweight Champion in the Ultimate Fighting Championship.
Top right: Liu Xiang, a Chinese 110 meter hurdler. Liu is an Olympic Gold medalist and World Champion.
Bottom left: Yi Jianlian, a Chinese professional basketball player who has played in the National Basketball Association (NBA).
Bottom right: Oscar Pistorius, a South African sprint runner.
Adidas​
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The spokespeople of Adidas are mainly popular artists and some well-known athletes over the world. Adidas focuses to meet greater response for the public by inviting various famous singers or artists in their own countries. The advertisings are simple with big impact of the artists combining with clear and strong words. Adidas emphasis lifestyles and uses living background for photo shooting often, sometimes add with art element.
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Top left: David Beckham, an English former professional footballer and well-known celebrity over the world.
Top right: Jun Ji-hyun, a South Korean actress. One of the highest grossing Korean comedies of all time.
Bottom left: Fan Bingbing, a Chinese actress, television producer and pop singer.
Bottom right: Eason Chan, a Hong Kong singer and actor. He has been praised by Time magazine as a front runner in the next generation of Cantopop.