Competitors
The North Face is currently expanding worldwide. It is on track to reach its current revenue goal of $3.3 billion by 2017, up from $2.3 billion in 2014.
Based on the well-known mountaineering and backpacking gear, matched with effective marketing strategies, The North Face is everywhere and has attracted various consumers; the target groups are from young to old, from professional level of athletes to urban sport enthusiasts. The products are warm, can handle wind and rain, and especially cater for extreme weathers.
The North Face has gained a positive reputation for its brand images due to its extraordinary products. It has been on a unique journey in recent years. Currently, a well established outdoor athlete brand, the new direction will target the young market. The North Face is being positioned to compete against brands like Nike and Adidas.
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Possible competitors that threated The North Face:
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Patagonia and Columbia (Professional outdoor level)
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Nike and Adidas (Trendy sportswear level)
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"We're at a place where we're a real leader in the outdoor sports world... We're just gaining influence, and we want to use the spot to inspire people."
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Aaron Carpenter, VP-global marketing at The North Face.
Patagonia
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Brand: US outdoor and sportswear company since 1973
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Strengths: Products for various activities like climbing, skiing, surfing, fishing and running. Developing fabric technology. Creating sustainable products and commitment to preserving nature
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Weaknesses: Limited communication channels for business growth
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Opportunities: Explore partnerships to gain more selling locations
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Threats: Competitors are more trendy
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Target Market: Age 27-45 affluent consumers. Those who care about sustainable products
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Store Environment: Simple and natural
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Columbia
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Brand: US outdoor and sportswear company since 1938
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Strengths: Product technology, especially waterproof technology and warm down jackets. Brand focuses on comfort. Products for various outdoor activities like hiking, skiing, running and fishing
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Weaknesses: Traditional sportswear style
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Opportunities: Create various lines to reshape the brand image to include fashionable elements
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Threats: Competitors with trendy products are more popular
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Target Market: Age 30-50 casual outdoor enthusiasts
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Store Environment: Basic and simple, feels like department store
Nike
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Brand: US multinational corporation since 1964
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Strengths: Global brand, market leader. Products include footwear, accessories and apparel with cool and trendy design. Offers technology products. Allows consumers to design DIY shoes. Nike Lab is a fashionable line of collaboration with different artists and fashion brands
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Weaknesses: Reputation problems concerning labour laws
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Opportunities: Could consider expanding into the outdoor market
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Threats: Competitors like Adidas have the same strengths
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Target Market: Every age group. Styles from causal wear to stylish sportswear
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Store Environment: Colourful and stylish decoration. Different concept stores, some offer an experimental studio to allow customers to exercise wearing Nike's products.​
Adidas
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Strengths: Worldwide sportswear brand. The largest sportswear manufacturer in Europe. Offers technology products. Provides shoes, clothing and accessories with cool and trendy design. Adidas Original presents a stylish and classic line
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Weaknesses: Strong focus on footwear. Reliance on cheap labour
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Opportunities: Could consider expanding into the outdoor market
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Threats: Competitors like Nike have the same strengths
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Target Market: Every age group. Styles from causal wear to stylish sportswear
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Store Environment: Presents strong street fashion style with modern interior design
Patagonia and Columbia are in the same category of "outdoor" lifestyle brands and provide professional gear especially for outdoor activities. Patagonia focuses on sustainable products; it has also developed high technology fabric. However, the marketing strategies might not be as successful as The North Face which is expanding worldwide. The North Face is strong in its video advertising to promote and establish the brand image. For Columbia, warm down jackets and waterproof technology are famous, but the styles are basic, not as trendy as its competitors. On the other hand, Nike and Adidas are fashionable causal sportswear brands; they are the leaders in the sportswear market. Although they are not outdoor brands, The North Face is targeting the young market. The North Face is trying to promote its brand in a fashionable light by collaborating with US street brand Supreme, inviting Korean stars to be the advertising spokespeople and opening the trendy line "The Purple Label" from Japan. It shows that The North Face is shifting towards a versatile outdoor and stylish brand to gain younger consumer groups.
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