Global Consumer
The North Face is a pioneer brand which emphases exploration, presenting the soul of freedom, adventure, exploration and independence. It shows a courageous and confident spirit. Base on the brand images and diverse products, The North Face has gained its loyal consumers.
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Brand identity:
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Innovative
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Adventures "Never stop exploring”
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Reliable and quality products
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Produced for and suited to every levels
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Professional reputation
Consumers groups
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The North Face delivers various lines of performance apparel, equipment and footwear, which is suitable for different ages. Apart from causal clothes, The North Face is professional in terms of specialised equipment for outdoor activities. Therefore, climbers, mountaineers, extreme skiers, snowboarders, runners and explorers are all the professional main target groups.
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The North Face consumers are usually middle or upper class people, who care about and can afford better quality products. The professional customers are normally between 25 to 45 years old. Most of them are outgoing consumers, and who are willing to invest in comfortable, quality and professional outdoor apparel and gear.​
New target group
“Collaborations come in handy because you’re talking to a whole other audience who you may not be speaking to before,”
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Gene Chui, head of marketing at Penfield, an outdoor label known for its down-filled jackets
Fashion is changing rapidly recently; the trend of sportswear has grown significantly, which is represented in a fashionable and trendy way. Apart from focusing on functional products, consumers are shifting to versatile and fashionable lines.
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A report on the fashion business website, Business of Fashion, states that outerwear brands are finding new levers of customers among the young and urban consumer. For decades, outdoor brands have focused on middle-aged mountaineers and outdoor sports groups, with functional and high-technological products. However, increasingly, outdoor brands are teaming up with street wear labels to target young and urban consumers.
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"...to meet the new needs of consumers who now want to escape the urban environment on weekends to go camping, but then return home to the city Sunday night and go for a run. The success of several new, more versatile products underscores the potential of the market The North Face is targeting."
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The North Face from thestreet.com
For 2007, The North Face collaborated with street-wear label Supreme. In Europe, it started launched The Purple Label that was established in Japan in 2003. In 2016, The North Face also launched Black Label, its own street-wear inspired line. It shows The North Face is trying to explore a new young market.
United States
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For Autumn/Winter 2007, there was collaboration between The North Face and the US premium street brand, Supreme. Decorative patterns and monogram prints created an innovative look for The North Face. The collaboration with the well-known street brands increased the awareness of fashion sense for The North Face, especially for the youth market. It was an impressive partnership in the market because the apparels were different from The North Face label. ​
Japan
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The Purple Label has had an established reputation in the Japanese market since 2003. As Japan is a unique and fashionable nation, The North Face not only emphasised quality, but also the more fashionable and functional apparel. The Purple Label is strong as giving various colour ways, fascinating patterns and floral-camo prints. Decorating with decent, simple and comfortable interior design, it enhances the brand into a stylish and strong personality images.
Korea
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Compared to the Japanese market, the Korean market is focusing on The North Face label as usual. However, the spokespersons are all famous stars, like the “hottest” K-Pop band, BigBang and well-known artist, Song Joong Ki. As Korean fashion follows K-Pop trends, these top stars are influencing the whole young market, not only in Korea but also Asian countries such as Taiwan and Hong Kong.​