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Emily Kemp N0684707 Word Count: 2551 I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this product. Signed:
Dated:
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CONTENTS Brand History Brand Setup Brand Identity Brand Positioning Brand Platform Brand Guidelines Logo Font and Colours Image Guidelines Tone of Voice Store Requirements Products Consumer Sustainability Communication Guidelines/Strategies List of Illustrations References Bibliography
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BRAND HISTORY The North Face was founded in 1966 by Douglas Tompkins and Dick Klopp; 2 hiking enthusiasts who followed their passion to found a small mountaineering retail store. Despite being a brand providing gear to support adventurers to explore the coldest, toughest climates, such as the unfathomable heights of the Himalayas, the initial store was actually set up along, the not so treacherous, San Francisco’s North Beach. Our brand is built upon highly reliable, trustworthy products though in recent years has also began to be seen as more fashionable striving amongst a younger audience as street wear.
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Brand founded by Douglas Tompkins and Dick Klopp along San Francisco’s North Beach
Began sponsoring expeditions to the still untouched parts of globe
1980s
1968
1960s
1966 Moved to other side of San Francisco Bay Began designing and manufacturing our own brand of technical mountaineering apparel and equipment
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Introduced extreme skiwear
By the end of the 80sThe North Face had become the only supplier in the United States to offer a comprehensive collection of high-performance outerwear, skiwear, sleeping bags, packs and tents
First collaboration with streetwear brand Supreme
1990s
Late 1980s
2007
-Enter sportswear market with ‘Tekware’ - a new innovative collection for rock climbers, backpackers, hikers, trail runners, outdoor enthusiasts -Added trekking and trail-running shoes -The North Face logo began appearing on ultra marathon courses and high country trails
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BRAND SETUP The North Face brand is owned by VF Corporation along with a number of other outdoor and sportswear brands such as Napapiji, EastPak and JanSport. The North Face label then has separate series and collections which often cross over in different product categories.
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[Fig.6]
The North Face Premier Outerwear Collection
The North Face Freeride Collection
Formerly ‘Prodigy’
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BRAND IDENTITY Name ‘The North Face’ of a mountain is the most treacherous, unforgiving part and biggest challenge for climbers. The North Face isn’t just a brand but an idea giving people the mindset to push themselves to their limits and face bigger challenges. Our focus isn’t on the achievement but rather how you get there; the journey you take with the assistance of our products.
Tagline Never Stop Exploring
Vision Statement “The North Face is the premier supplier of authentic and technically innovative products … products that inspire and enable our customers to Never Stop Exploring.”
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4 Key Values Premier Supplying the best products across selected categories Authentic Tested and trusted products; confirmed by real athletes who depend on them for their sports Technical Adopting and applying new technologies as they become available; to be up to date in all aspects Innovative To constantly try to improve products and find new ways to help adventurers reach their goals
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BRAND POSITIONING
Lower Price
Fashionable 9
Practical
Higher Price
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“Built on innovation, The North FaceŽ brand offers unrivalled, technically advanced outdoor products designed for everyone from the most accomplished climbers, mountaineers, snowsport athletes and endurance athletes to novice explorers in search of adventure.� (Vfc.com, n.d.) We are primarily a brand who offer durable, tough-wearing products for hiking and mountaineering thus our closest competition is the likes of Patagonia, Helly Hanson and Jack Wolfskin who also provide practical outerwear or clothing for similar sports. The introduction of more everyday workout gear puts us in closer competition with the sportswear market; market leaders being Nike and Adidas whose focus is generally on offering more fashionable pieces within a lower price range than ourselves. We entered this market due to a demand from our initial customer base. Exercise and regular training is crucial to ensure the fitness and endurance of our athletes which poses the need for this alternative product range. We are able to compete among those offering lower prices due to our brand loyalty and trust created by our unquestionable product functionality and durability. Our logo is now also commonly seen as fashionable among streetwear due to our number of collaborations with Supreme. Though we see this as a possible area for growth in the future, and may somewhat expand into it, our key focus shall never alter from the promise of quality products to enable our athletes to tackle their challenges. Our key values are of greater importance than taking full advantage of this new market (such as Timberland have previously and have since lost credibility of their products and purpose).
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BRAND PLATFORM The main associations made towards our brand are for exploration and adventure, a passion for this is emitted throughout every part of our business. In terms of products we’re primary seen for reliability, trust, practicality and durability; it’s due to this we have such a strong connection between our customers.
Main reasons why people purchase North Face over other brands:
41%
Quality
23%
Style
20%
Versatility (Coget, 2014)
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BRAND GUIDELINES Logo [Fig.10]
The North Face half-dome symbol represents the side of a mountain; the biggest challenge for climbers.
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Strict guidelines must be followed when using our logo online: MUST • include the half-done symbol and ‘The North Face’ type with trademark symbol and where possible include the tagline: ‘Never Stop Exploring’ and URL: www.thenorthface.com • Have clear space around the logo with nothing overlapping it • Be very distinctive and visible if placed on top of an image • Maintain original proportions MUST NOT • Alter the primary colour (The North Face Red), only exception is to use black and white • Use shadow drop • Separate the half-dome symbol from the box • Modify the logo in anyway, it must remain a solid square • Outline the signate • Be smaller than 0.625” (75 pixels) excluding the tagline
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Logo specifications are much less strict on physical products. The logo must still be visible and distinctive however the colours and type are often changed and the half-dome symbol may be removed from its box and isn’t always even present.
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For collaboration pieces The North Face must always be the most prominent logo for example with Supreme it’s always placed above the Supreme logo.
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Typography ITC Franklin Gothic This typeface is maintained throughout the logo, website and blog, it’s very simplistic as it’s intended for clarity rather than having a real meaning or proposed feeling behind it.
Colour
Primary Colour: The North Face Red - 220R, 36G, 31B Hex DC241F
Other colours used online will be greys and whites keeping to a simple, uncluttered colour palette depicting a snowy mountain side. A much vaster array of colours can appear on products.
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Images Any images used SHOULD NOT BE: • Black and white, always colour • Mask images • Stock imagery • Illustrations or montages • Using filters or effects • Pixelated Initially the main type of images used would be the outstanding views seen at the top of a mountain however as the brands progressed, particularly with the growing competition, the brands put more focus on the people, their athletes, and their journeys.
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Voice The voice of The North Face is the same as that of our core athletes; insightful, confident and where appropriate humorous. We celebrate a passion for exploring and pushing limits with the focus being on the journey rather than the final achievement. (The North Face, n.d.)
The emphasis on ‘real people’ and adventures is reiterated through The North Face Journal, tracking expeditions and, in the section ‘The Power In Me’, sharing stories about individual experiences directly from our athletes. By doing this we aim to better connect with our customers as well as create a sense of community between individuals who share our passion for adventure.
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In-Store In recent years we’ve worked with Green Room in order to design our stores. We aimed to “deliver a space that made these consumers feel at home. While inspiring them to explore the world and equipping them with the tools, knowledge and support to get them there.” - (Green Room Design, n.d.)
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We wish to create an atmosphere which feels familiar to our consumers; of being outside yet with a sense of safety and innovation; reflecting the style and design of our products. It’s important to us to keep consistency throughout our online and in store presence therefore we keep to our neutral colour palette and have used the same images from online campaigns in our stores, immersing people in nature as they shop.
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“Green Room has created a holistic view of our target consumer and developed an understanding of how they relate to our brand in retail.” - (The Retail Bulletin, 2015)
A roll-out of redesigns began in 2015 starting with a new flagship store on Regent Street. Within these layouts we’ve included digital screens representing sky windows which react to changing weather patterns to further emit the sense of being outside within our stores.
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PRODUCTS ‘We push the boundaries of innovation so that you can push the boundaries of exploration.’
Jackets/Gilets Primarily designed for practicality ensuring your warmth on long hikes or adventures in challenging climates [Fig.31]
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Bottoms Varies from comfortable walking wear to leggings more suitable for everyday gym workouts [Fig.33]
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Hoodies/Sweats
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Mostly comfortable everyday wear a lot of which can now be seen on the streets as our logo becomes increasingly popular which a younger consumer
We offer pieces for both men and women and children.
Tops/T Shirts
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A wide variety, offering both practicality and style, some of which play with our logo to create interesting designs for a more unique style
Footwear
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Mostly heavy duty walking wear for our original hiker target consumer though since beginning we’ve introduced more flexible trainers for gym wear
Accessories Includes both fashionable and functional pieces such as hats, gloves, socks and arm warmers [Fig.41]
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Baggage
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From heavy duty backpacks for hiking, more simplistic ones for streetwear, full suitcases or duffle bags to take with you to the gym.
Sport Specific Founded upon the desire for exploration almost all our pieces are fit for hiking and mountaineering. They offer the protection necessary to remain safe in their intended terrain whist also offering a sense of style other hiking brands fail to present.
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Naturally we provide everything you could possibly need on your expeditions including the essentials for keeping you warm at night.
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Skiing and Snowboarding
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Introduced in the 1980s, we now provide a wide selection of extreme skiwear. Basic outer pieces such as trousers and jackets are much more insulated than our other pieces to help protect from viscous winds and scraping against snow.
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Sportswear
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Entering the sportswear market in the 1990s this area has since grown drastically. Recent years especially have shown a huge increase in concern over personal appearance leading to a growing number of people trying to improve their bodies through physical activity. We support this and provide products allowing you to feel comfortable but stylish whilst exercising.
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All our products are primarily designed for their intended sport, our brand is built on reliability and practicality among anything else therefore the functionality of our products is key. Through changing demands throughout the years we’ve introduced pieces for a variety of sports and emphasized the design aspect as fashion becomes a growing opportunity for us.
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CONSUMER Initially The North Face’s primary consumer was the stereotypical hiker; adventurers. Within this came the ‘family man’ buying the best for his family to ensure reliability throughout their outings, allowing his children to explore. As our product range has expanded, introducing more for extreme sports, a different kind of adventurer arose; the extremist. Finally in more recent years The North Face logo has been taken to the streets being used less as a product for practicality but rather one for fashion.
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The Family Man The Family Man wants quality and trust between the brand to provide quality products for his family. The actual style is of little importance but buys into The North Face for the practicality and reliability of our products.
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The Extremist The ultimate outdoors fan wishes to constantly challenge themself and push their own limits. To do this they want the latest technology incorporated into their products in order to constantly conquer greater extremes.
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Modern Day Street Style The newest segment for our business and perhaps the largest area for future growth: those buying The North Face purely for the brand image, name and logo.
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S/S 11
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This segment arose from our number of collaborations with streetwear brand Supreme, dating back to A/W 07 with a selection of outerwear pieces. These have proven to be continuously successful allowing us to continue meaning we’re now on our 17th consecutive season together. Despite this being a key area of for growth for us our fundamental business will always be to supplying products of practicality; a need for the continuation of exploration as apposed to a short term want as fashion.
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Evolution of The North Face and Supreme collaborative jackets
A/W 07
S/S 08
A/W 08
S/S 10
A/W 10
S/S 11
A/W 11
S/S 12
A/W 12
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Each season contains a selection of jackets here is just one from each season
S/S 13
A/W 13
S/S 14
A/W 14
S/S 15
A/W 15
S/S 16
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A/W 16
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S/S 17
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SUSTAINABILITY AND ETHICS
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“The evolution of our approach to sustainability lies in the design of our products. When we make sustainability a fundamental component of everything we design, then we can move toward making innovative products that have a positive effect on the environment and society.” – James Rogers, Senior Sustainability Manager
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The North Face pledge to: • Empower exploration and the thrill of the unknown for as many people as possible. • Protect the places where we live, play, and operate. • Evolve the way we make our products by improving our environmental performance and social responsibility in the supply chain.
Production “We believe the success of our business is fundamentally linked to having a healthy planet.” - Todd Spaletto, President, The North Face
Within production the aim is to protect the outdoors, reduce and offset greenhouse gas emissions and lower the impacts of facilities. Initially we work with our suppliers encouraging them to reduce chemicals, energy, waste and water usage. Since 2010, we have saved the equivalent of: Removing over 212 tanker trucks of chemicals 470 Olympic swimming pools of water
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We conduct life cycle assessments of products and from this have determined that the majority of negative environmental impact comes from the fabric processing and product manufacturing therefore it is these stages we aim our main focus.
One strategy in place to tackle this problem is the increasing usage of recycled fabric; taking used water and soda bottles and recycling them into polyester. This process keeps 30 million bottles ending up in landfill each year and has a much lower impact on air and water resources than vinyl polyester.
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To have the greatest impact, efforts are concentrated on high volume products and materials, for example the Denali Jacket which receives consistent high demand.
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Materials Use recycled fabric from plastic bottles where possible Dying Use pellets to dye yarn rather than fabric, this uses: • 50% less water • 25% less chemicals • 25% less energy Leftovers For every 10 jackets made an additional 4 can be made from the leftover fabric
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Emissions
Since 2007
Since 2010
2012 and 2013 2013
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100% of emissions from business travel and employee commuting have been offset through the Conservation Fund’s Go Zero Program in which trees are planted, in order to increase the carbon absorbing abilities and protect forests in national wildlife refuges in the US. Through this, from 20082013, 18,000 tonnes of CO2 has been removed by planting approximately 20,000 trees. Emissions generated from shipping e-commerce products to customers have been offset: 2010-2014 Achieved through partnership with Greenshipping Now Achieved in partnership with Bon neville Environmental Foundation Awarded the Green Power Leadership Awards
Become one of the initial 33 signatories of the Climate Declaration which urges federal policymakers to tackle climate change As of April 2014 this had accumulated 750 business signatures
“Over the last 50 years we’ve lived by our “true north,” the belief that exploration has the power to change us, to challenge us and to help us see the world from new perspectives.” (TheNorthFace, n.d.)
Conservation The North Face are a co-founder, and supplied over $1million of the organisations original fund, of The Conservation Alliance, along with Patagonia, REI and Kelty. Together we’ve helped: “protect 50 million acres, 2,991 river miles, removed or halted 29 dams, purchased 12 climbing areas and designated 5 marine reserves.” (The Conservation Alliance, n.d.)
Electricity At The North Face California Headquarters 100% electricity is provided by renewable sources.
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Animal Welfare The welfare of animals is of great importance to The North Face, we do everything in our power to conserve their natural habitats but also ensure the welfare of animals from their suppliers. We source from small, rather than industrial, farms for the goose feathers used in our outerwear, sleeping bags, footwear and accessories. By doing this the feathers used are collected as they naturally fall out rather than being plucked at a slaughterhouse.
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After Purchase Efforts Clothes The Loop
Clothes the Loop is a scheme in which customers are encouraged to drop off their unwanted clothing items, of any brand and in condition, at a retail or outlet store to be rewarded with a $10 discount on their next $100 purchase with The North Face. The name comes from the concept that rather than materials having a single timeline a loop is created as materials are reused for different products rather than ending up as waste. All items are taken and sorted to be either re-purposed or recycled. Since the program began over 13,000 kgs of clothing and footwear has been brought in and, due to this success, the program has been expanded from the US to stores in both Germany and Canada.
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Lifetime Guarantee Our products are primarily designed for practicality meaning they should be highly durable and long lasting. We offer a lifetime guarantee to convey our confidence in our own products but also a will for our customers to use them as much as possible; to explore more. Staff will initially attempt to repair the item but failing this the product will be re-purposed. This helps reduce the amount going to landfill as well as maintaining customer satisfaction.
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Empowerment “The desire to share our passion for the outdoors is the catalyst behind all we do as a company” (The North Face, n.d.)
The North Face have great passion for the outdoors and preservation of nature and wish to share and further our beliefs to encourage more individuals to explore more. A number of our athletes, in partnership with Protect Our Winters, travel around middle and high schools to share their personal, first hand encounters thereby encouraging children and teens to follow in their footsteps. Through this program we have reached 35,000 students since 2011.
Charities and Programmes • The Explore Fund helps young people experience the outdoors. To avert them from spending too much time looking at screens and rather reconnect with nature and explore their surroundings. • We provide $500,000 annually in grants to non-profit organisations which encourage participants to experience outdoor activities.
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Sustainability is a crucial aspect for The North Face. Primarily built on the desire of exploration it’s essential to maintain nature and the wonders it has to offer. As one of the largest companies in the outdoor industry we experience great pressure to do everything in our power to minimise our negative effects on the planet. Due to this, actions are carried out at all stages of the life cycle; from production through till even after products are sold. The preservation of nature is the key to our own sustainability as a brand.
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COMMUNICATION GUIDELINES/ Customisation We have targeted investments in 12 key markets in the US in which we customise the focus in each city based on their general favourite activity.
Events We encourage people to embrace our love of the outdoors by hosting and supporting a number of sporting events and challenges, such as the Endurance Challenge and 5 Days of Fitness Project. Though this we aim to create a sense of community for those who follow the same passion as us.
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STRATEGY Blog These activities along with our expeditions are recorded on our blog along with advice from our athletes for others wishing to do so themselves.
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Mobile App In addition to our physical stores and online platform we connect with our consumers via our mobile app which uses the same visuals as our website, consistently emitting the sense of passion for the outdoors throughout.
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Our app includes: • Full catalogue - Offering convenience for our ever busy customer • TracKING - A performance tracking section to record your run/ hike on your own routes which can then be shared on Facebook. • Goal setting - To constantly push your boundaries by tracking your progress. Badges and rewards are unlocked when goals are reached which can additionally then be shared on social media. • Video Demos and Athlete Tips - Advice of how to properly carry out everyday exercises to help keep you healthy without injury • Timer and Rep Counter • Sport-Specific Programs - Designed specifically to each user for a certain sport to help build upon strength, endurance and durability • Snow reports - for those tackling larger scale challenges helping you plan your expeditions
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NEVER STOP EXPLORING
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LIST OF ILLUSTRATIONS • • • • • • • • • • • •
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[Fig.1] Eiger north face, (2007) Terra3, Available at: https://commons.wikimedia.org/ wiki/File:North_face.jpg [Accessed 22 March 2017]. [Fig.2] Climbing The Ladder To Real-Time Marketing, (2014) Thomas H. Davenport, Available at: http://www.digitalistmag.com/customer-experience/2014/12/10/climbing-the-ladder-to-real-time-marketing-01872038 [Accessed 27 March 2017]. [Fig.3] Mountain top near Mittersill seen from Stuhlfelden, (n.d.) Available at: http:// mapio.net/pic/p-31381428/. [Accessed 27 March 2017]. [Fig.4] Man climbing mountain, (n.d.) Tyler Wedell, Available at: http://www.publishyourarticles.net/knowledge-hub/essay/adventurous-essay-on-mountain-climbing/5047/ [Accessed 27 March 2017]. [Fig.5] The North Face Project, (n.d) The North Face, Available at: http://thenorthfaceproject.com [Accessed 24 March 2017]. [Fig.6] A hiker perches above the clouds in the Talkeetna Mountains of Alaska., (2014) Paxson Woelber, Available at: https://commons.wikimedia.org/wiki/File:Hiking_in_the_Talkeetna_Mountains_of_Alaska.JPG [Accessed 27 March 2017]. [Fig.7] Mountain view, (n.d) Available at: http://www.hotel-r.net/ca/mountain-view [Accessed 27 March 2017]. [Fig.8] Snowboarder, (n.d.) Available at: http://combiboilersleeds.com/keywords/ snowboarding-1.html [Accessed 27 March 2017]. [Fig.9] THE MULTI DAY HIKING PACKING LIST, (n.d.) Available at: https://www.theadventurejunkies.com/hiking-packing-list/ [Accessed 27 March 2017]. [Fig.10] Sunset over Half Dome from Glacier Point, (n.d.) Available at: https://en.wikipedia.org/wiki/Half_Dome [Accessed 27 March 2017]. [Fig.11] THE NORTH FACE HOODIES AND HOODYS, (n.d.) Surdome.com, Available at: https://www.surfdome.com/The_North_Face_Hoodies-383/62 [Accessed 25 March 2017]. [Fig.12] WOMEN’S TENAYA 3/4 SLEEVE BASEBALL TEE in TNF MEDIUM GREY HEATHER/TNF BLACK HEATHER, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/womens-shirts-tops-t-shirts/womens-tenaya-190-sleeve-baseball-tee-nf0a2uzf?variationId=TXY [Accessed 22 April 2017]. [Fig.13] WOMEN’S ASCENT PULLOVER HOODIE in AGATE GREEN HEATHER, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/womens-ascent-pullover-hoodie-nf0a2uz4?variationId=QAS [Accessed 22 April 2017].
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[Fig.14] MEN’S SHORT-SLEEVE RADIO LAB TEE in BLUE MOON HEATHER, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/mens-shirts-tops-tshirts/mens-short-sleeve-radio-lab-tee-nf0a2w78?variationId=QBB [Accessed 22 April 2017]. [Fig.15] The North Face Light Drew Peak Hood (SS16), (2016) Wiggle.com, Available at: http://www.wiggle.co.uk/the-north-face-light-drew-peak-hood-ss16/ [Accessed 25 March 2017]. [Fig.16] MEN’S TEQUILA SUNSET TANK in EXUBERANCE ORANGE, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/mens-shirts-tops-t-shirts/ mens-tequila-sunset-tank-nf0a2zlv?variationId=NXK [Accessed 22 April 2017]. [Fig.17] Supreme x The North Face Spring 2013, (2013) Supreme, Available at: http://www.thedailystreet.co.uk/2013/04/supreme-x-the-north-face-spring-2013-collection/ [Accessed 19 April 2017]. [Fig.18] Roo II Lumbar Pack, Supreme x The North Face collaboration, (2016) Available at: https://www.shiftlondon.org/news/supreme-x-the-north-face-collaboration/ [Accessed 25 March 2017]. [Fig.19] Supreme x The North Face Sleep Steep Tch Hooded Jacket, Tech Collection, (2016) Available at: https://www.modern-notoriety.com/supreme-the-north-facesleep-tech-collection/ [Accessed 25 March 2017]. [Fig.20] Supreme The North Face 2017 Spring Collection Price Lookbook - 102507, (2017) Supreme, Available at: https://hypebae.com/2017/3/supreme-the-north-face2017-spring-summer-lookbook [Accessed 19 April 2017]. [Fig.21] The North Face x Supreme logo, (2015) PALM NUT, Available at: http://global.rakuten.com/en/store/palm-nut/item/suptnf15awnjkblkss/?s-id=borderless_recommend_item_en [Accessed 22 April 2017]. [Fig.22] View Of Lake Tahoe, (n.d.) Mountain Yahoos, Available at: http://www.mountainyahoos.com/SkiResorts/Heavenly-CA.html [Accessed 19 April 2017]. [Fig.23] Hiking in Southern Norway, (n.d.) VisitNorway.com, Available at: http:// campaign.visitnorway.com/uk/Hiking-holidays-in-Norway/Hiking-in-Southern-Norway/ [Accessed 27 March 2017]. [Fig.24] School Ski Trips to Kirkwood, California, (n.d) Rayburn Tours, Available at: http://www.rayburntours.com/school-ski-trips/destinations/usa/kirkwood-ca/ [Ac-
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cessed 19 April 2017]. [Fig.25] David Gottler - Alpine Climber, Lizzy Hawker - Endurance Runner and Fearghal O’Nuallain - After Hours Explorer, The North Face, Available at: http://www. thenorthfacejournal.com/the-power-in-me/ [Accessed 27 March 2017]. [Fig.26] The North Face - Flagship Store, Stanford, USA, (n.d.) Green Room, Available at: http://greenroomdesign.com/our-work/flagship-store-stanford-usa/ [Accessed 22 April 2017]. [Fig.27] The North Face Shop Front, (2014) James Keller for The Canadian Press, Available at: http://www.huffingtonpost.ca/2014/02/05/coc-lawsuit-northface_n_4732810.html [Accessed 23 April 2017]. [Fig.28] The North Face Regent Street Store Tree Skylight, (2015) Green Room, Available at: https://www.designweek.co.uk/issues/2-8-november-2015/north-faceoutdoors-brand-embraces-nature-with-new-store-design/ [Accessed 23 April 2017]. [Fig.29] The North Face Regent Street Store Sky Windows, (2015) Green Room, Available at: https://www.designweek.co.uk/issues/2-8-november-2015/north-faceoutdoors-brand-embraces-nature-with-new-store-design/ [Accessed 23 April 2017]. [Fig.30] The North Face Regent Street Store Store Overview, (2015) Green Room, Available at: https://www.designweek.co.uk/issues/2-8-november-2015/north-faceoutdoors-brand-embraces-nature-with-new-store-design/ [Accessed 23 April 2017]. [Fig.31] MEN’S NUPTSE VEST in TNF BLACK / TNF BLACK, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/mens-nuptse-vest-3?variationId=KX7 [Accessed 22 April 2017]. [Fig.32] WOMEN’S MORPH JACKET in AGATE GREEN, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/womens-jackets-vests-insulated/womens-morph-jacket-nf0a2tf8?variationId=NXC [Accessed 22 April 2017]. [Fig.33] MEN’S MOTION PANTS in BURNT OLIVE GREEN, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/mens-pants-shorts/mens-motion-pants-nf0a2tct?variationId=7D6 [Accessed 22 April 2017]. [Fig.34] WOMEN’S MOTUS TIGHTS III in WOOD VIOLET OIL SPILL PRINT, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/womens-pants-shortsleggings-tights/womens-motus-tights-iii-nf0a2uyg?variationId=SGJ [Accessed 22 April 2017]. [Fig.35] MEN’S TEQUILA SUNSET HOODIE in TNF LIGHT GREY HEATHER, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/mens-tequila-sunset-hoodie-nf0a2w6x?variationId=NXX [Accessed 22 April 2017]. [Fig.36] WOMEN’S FRENCH TERRY EXPLORE GRADIENT CREW in TNF DARK GREY HEATHER, (n.d.) The North Face, Available at: https://www.thenorthface.com/ shop/womens-shirts-tops-hoodies-sweatshirts/womens-french-terry-explore-gradient-crew-nf0a2uz6?variationId=DYZ [Accessed 22 April 2017]. [Fig.37] MEN’S SHORT-SLEEVE PURSUIT SHIRT in BLIZZARD BLUE SASQUATCH PRINT, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/mensshirts-tops-shirts-polos/mens-short-sleeve-pursuit-shirt-nf0a2umn?variationId=SJB [Accessed 22 April 2017]. [Fig.38] WOMEN’S SHORT-SLEEVE HALF DOME BASEBALL TEE in TNF MEDIUM GREY HEATHER/HONEYSUCKLE PINK HEATHER, (n.d.) The North Face, Available at: https:// www.thenorthface.com/shop/womens-shirts-tops-t-shirts/womens-short-sleeve-halfdome-baseball-tee-nf0a354r?variationId=UCH [Accessed 22 April 2017].
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[Fig.39] MEN’S HEDGEHOG FASTPACK MID GORE-TEX® in SHROOM BROWN/BRUSHFIRE ORANGE, (n.d.) The North Face, Available at: https://www.thenorthface.com/ shop/shoes-mens-hiking/mens-hedgehog-fastpack-mid-gore-tex-cxu5?variationId=DZA [Accessed 22 April 2017]. [Fig.40] WOMEN’S LITEWAVE FLOW LACE in TNF BLACK / TNF WHITE, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/shoes-womens-casual/womens-litewave-flow-lace-nf0a39iy?variationId=KY4 [Accessed 22 April 2017]. [Fig.41] SUN STASH HAT in TNF BLACK STICKER BOMB PRINT, (n.d) The North Face, Available at: https://www.thenorthface.com/shop/mens-accessories-hats-scarves/ sun-stash-hat-2?variationId=SJR [Accessed 22 April 2017]. [Fig.42] WOMEN’S DENALI ETIP™ GLOVE in TNF BLACK/ROSE DAWN, (n.d.) The North Face, Available at: https://www.thenorthface.com/shop/womens-accessories-gloves/ womens-denali-etip-glove?variationId=NAM [Accessed 22 April 2017]. [Fig.43] ROLLING THUNDER ROLLER - 19 in URBAN NAVY/HYPER BLUE, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/en-gb/tnf-gb/bagsand-tents-travel-luggage/rolling-thunder-roller---19-C094?variationId=RGL [Accessed 22 April 2017]. [Fig.44] WOMEN’S BOREALIS BACKPACK in HIGH RISE GREY FEATHER LEAF PRINT/ TNF BLACK, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/ en-gb/tnf-gb/bags-and-tents-bags-backpacks/women%26-39%3Bs-borealis-backpack-CHK3?variationId=SSW [Accessed 22 April 2017]. [Fig.45] WOMEN’S BLUE KAZOO SLEEPING BAG in BLUE CORAL/ASPHALT GREY, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/en-gb/tnfgb/bags-and-tents-sleeping-bags--3-degree-c-and-below/women%26-39%3Bs-blue-kazoo-sleeping-bag-CF6Z?variationId=EQZ [Accessed 22 April 2017]. [Fig.46] BASTION 4 TENT in SUMMIT GOLD/ASPHALT GREY, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/en-gb/tnf-gb/equipment-tents/ bastion-4-tent-CA8C?variationId=C8T [Accessed 22 April 2017]. [Fig.47] STEEP SERIES™ SICKLINE INSULATED JACKET in DEEP GARNET RED-STELLAR BLUE, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/ en-gb/tnf-gb/women-activities-ski-and-snowboard/women%26-39%3Bs-sickline-insulated-jacket-2TKP?variationId=MFQ [Accessed 22 April 2017]. [Fig.48] STEEP SERIES™ FREE THINKER GORE-TEX® BIB TROUSERS in SHADY BLUE, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/en-gb/ tnf-gb/men-activities-ski-and-snowboard/men%26-39%3Bs-free-thinker-bib-trousers-2TKZ?variationId=HDC [Accessed 22 April 2017]. [Fig.49] STEEP SERIES™ SICKLINE INSULATED TROUSERS in BOMBER BLUE, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/en-gb/tnf-gb/ men-activities-ski-and-snowboard/men%26-39%3Bs-sickline-trousers-2TKN?variationId=F89 [Accessed 22 April 2017]. [Fig.50] MEN’S REVELSTOKE ETIP™ GLOVES in URBAN NAVY, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/en-gb/tnf-gb/men-activities-ski-and-snowboard/men%26-39%3Bs-revelstoke-etip-gloves-2T87?variationId=H2G [Accessed 22 April 2017]. [Fig.51] STOW-N-GO IV BRA in WOOD VIOLET OIL SPILL PRINT, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/en-gb/tnf-gb/women-activities-training/stow-n-go-iv-bra-2TIN?variationId=SGJ [Accessed 22 April 2017].
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[Fig.52] MEN’S LITEWAVE ENDURANCE RUNNING SHOES in HYPER BLUE/HIGH RISK RED, (n.d) The North Face, Available at: https://www.thenorthface.co.uk/shop/ en-gb/tnf-gb/men-activities-running/men%26-39%3Bs-litewave-endurance-running-shoes-2VVI?variationId=TEM [Accessed 22 April 2017]. [Fig.53] APEX MEDIUM GYM DUFFEL in HYPER BLUE/MID GREY, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/en-gb/tnf-gb/women-activities-training/apex-medium-gym-duffel-2T76?variationId=SDL [Accessed 22 April 2017]. [Fig.54] ALTERTUDE HYBRID SHORTS in AGATE GREEN LINEAR FLORAL PRINT/TNF WHITE, (n.d.) The North Face, Available at: https://www.thenorthface.co.uk/shop/ en-gb/tnf-gb/women-activities-training/altertude-hybrid-shorts-2UYL?variationId=SQX [Accessed 22 April 2017]. [Fig.55] Heavenly at Lake Tahoe with view of the lake, (n.d.) Mountain Yahoos, Available at: http://www.mountainyahoos.com/SkiResorts/Heavenly-CA.html [Accessed 19 April 2017]. [Fig.56] Heavenly Mountain Resort, Ski Lake Tahoe, (n.d) Corey Rich, Available at: http://www.skilaketahoe.co.uk/resorts/heavenly [Accessed 17 April 2017]. [Fig.57] Family Hike, (2015) Salvation, Available at: http://www.freerepublic.com/ focus/news/3328548/posts?q=1&;page=101 [Accessed 27 March 2017]. [Fig.58] Extreme Snowboarding, (n.d) Available at: http://wallpapershome.com/ sport/extreme-snowboarding-winter-jump-snow-11187.html [Accessed 27 March 2017]. [Fig.59] Supreme x The North Face 2015 Fall/Winter Lookbook, (2015) Arby Li, Available at: https://hypebeast.com/2015/11/supreme-x-the-north-face-2015-fall-winterlookbook [Accessed 27 March 2017]. [Fig.60] Supreme x The North Face S/S 2011 Sleeping Bag, (2011) Supreme, Available at: http://www.highsnobiety.com/2015/12/01/supreme-the-north-face-history/ [Accessed 22 April 2017]. [Fig.61] Supreme x The North Face Sleep Tech Collection Shoot, (2016) Supreme, Available at: https://www.modern-notoriety.com/supreme-the-north-face-sleep-techcollection/ [Accessed 16 April 2017]. [Fig.62] Supreme x The North Face Collaboration Shoot Fall/Winter 2013, (2013) Supreme, Available at: http://www.highsnobiety.com/2015/12/01/supreme-the-northface-history/ [Accessed 16 April 2017]. [Fig.63] Supreme x The North Face collaborative jackets A/W 2007 - A/W 2015, (2007-2015) Supreme, Available at: http://www.highsnobiety.com/2015/12/01/supreme-the-north-face-history/ [Accessed 16 April 2017]. [Fig.64] Supreme x The North Face Sleep Tech Collection Jacket, (2016) Supreme, Available at: https://www.modern-notoriety.com/supreme-the-north-face-sleep-techcollection/ [Accessed 16 April 2017]. [Fig.65] Supreme x The North Face 2016 Fall/Winter Collection Jacket, (2016) Supreme, Available at: https://hypebeast.com/2016/11/supreme-x-the-north-face2016-fall-winter-collection [Accessed 16 April 2017]. [Fig.66] Supreme x The North Face SS17 Collection Jacket, (2017) Supreme, Available at: http://www.huhmagazine.co.uk/13082/supreme-x-the-north-face-ss17-collection [Accessed 16 April 2017].
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[Fig.67] Mountain Top, (2014) UkrAnima , Available at: http://7-themes. com/6836848-mountain-top.html [Accessed 27 March 2017]. [Fig.68] The North Face Footwear Production, (2012) The North Face Europe, Available at: https://www.youtube.com/watch?v=a0EsQKhbq7Q [Accessed 17 April 2017]. [Fig.69] THE NORTH FACE Women’s Denali Jacket, (n.d.) The North Face on ems, Available at: http://www.ems.com/the-north-face-womens-denali-jacket/1286433. html [Available at: 17 April 2017]. [Fig.70] Climate Change Forest, (2015) World Bank, Available at: http://www. digitalistmag.com/customer-experience/2015/11/19/5-big-ways-the-forest-products-industry-is-pinning-growth-on-digital-transformation-03788539 [Accessed 17 April 2017]. [Fig.71] Group of Canada Geese near a pond in the soccer parking lot at Marymoor Park, Redmond, Washington., (2009) Dcoetzee, Available at: https://commons.wikimedia.org/wiki/File:Canada_Geese_at_Marymoor_Park.jpg [Accessed 18 April 2017]. [Fig.72] Clothes the Loop Banner, (n.d.) The North Face, Available at: https://www. thenorthface.co.uk/innovation/sustainability/product/clothes-the-loop.html [Accessed 20 April 2017]. [Fig.73] Employment at Squaw Valley Alpine Meadows, till service, (n.d.) Squaw Alpine, Available at: http://squawalpine.com/other/employment [Accessed 19 April 2017]. [Fig.74] Greatest Hikes In Canada, Shutterstock, Available at: http://www.readersdigest.ca/travel/canada/top-10-greatest-hikes-canada/ [Accessed 27 March 2017]. [Fig.75] Endurance Challenge, (n.d.) The North Face, Available at: https://www.thenorthface.com/get-outdoors/endurance-challenge.html [Accessed 23 April 2017]. [Fig.76] 5 Days of Fitness - Boston Project, (2016) The North Face, Available at: https://www.thenorthface.com/get-outdoors/mountain-athletics-training.html [Accessed 23 April 2017]. [Fig.77] Mountain Athletics from The North Face, (2015) Heather, Available at: http:// lifeinleggings.com/fitness/train-smarter-with-the-north-face-mountain-athletics-app/ [Accessed 24 April 2017]. [Fig.78] The North Face mobile app, (2014) The North Face, Available at: http://www. paddypallin.com.au/blog/the-north-face-mountain-athletics-training-for-more-than-agame/ [Accessed 23 April 2017]. [Fig.79] Female Hiker on Mountain Top, (2010) Getty and Jordan Siemens, Available at: http://www.netdoctor.co.uk/ask-the-expert/health-and-wellbeing/a5659/dealing-with-altitude-sickness/ [Accessed 23 April 2017].
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The North Face, The North Face Online Brand Guidelines [online] Available at: https:// batoryart.files.wordpress.com/2013/11/brand-guideline.pdf [Accessed 22 March 2017]. Coget, (2014). North Face brand book. [online] Slideshare.net. Available at: https:// www.slideshare.net/ValentineCoget/north-face-brand-book [Accessed 22 Mar. 2017]. The Retail Bulletin, (2015) The North Face unveils new store concept in London’s Regent Street [online] Available at: https://www.theretailbulletin.com/news/the_north_ face_unveils_new_store_concept_in_londons_regent_street_09-11-15/ [Accessed 23 April 2017]. Responsibility, TheNorthFace USA - English, Available at: https://www.thenorthface. com/about-us/responsibility.html [Accessed 21 March 2017]. Product, TheNorthFace USA - English, Available at: https://www.thenorthface.com/ about-us/responsibility/product.html [Accessed 21 March 2017]. Materials, D. (n.d.). Manufacturing. [online] TheNorthFace USA - English. Available at: https://www.thenorthface.com/about-us/responsibility/product/manufacturing.html [Accessed 22 Mar. 2017]. Protect (Climate Change, Facilities, Conservation), TheNorthFace USA - English, Available at: https://www.thenorthface.com/about-us/responsibility/operations.html [Accessed 21 March 2017]. Home - The Conservation Alliance, The Conservation Alliance, Available at: http://www. conservationalliance.com [Accessed 21 March 2017]. Responsibility, TheNorthFace Canada -English, Available at: https://www.thenorthface. co.uk/about-us/our-story.html [Accessed 20 March 2017].
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BIBLIOGRAPHY BOOKS • • • • •
Aaker, A. David. (2010). Building Strong Brands. Pocket books Corner, F. (2014). Why Fashion Matters. 1st ed. London: Thames&Hudson, pp.Closing The (Plastic Bottle) Loop, 12-13. Grant, J. (2000). The new marketing manifesto. 1st ed. London, [etc]: Texere, pp.1650. Cowley, D. (1999). Understanding brands. 1st ed. London: Kogan Page, pp.17-30, 121-134 Ries,A. Trout, J (2001) Positioning: The Battle for Your Mind McGraw-Hill, pp. 20-53
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Walking Information and Advice. (n.d.). Guide to The North Face. [online] Available at: http://www.walking.org/equipment-reviews/walking-brand-reviews/guide-to-the-northface/ [Accessed 22 Mar. 2017]. Morency, C. (2016). The Outdoor ‘Dad Brands’ Tapping Urban Youth. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/ intelligence/the-outdoor-dad-brands-tapping-urban-youth-the-north-face-timberlandsupreme-penfield [Accessed 22 Mar. 2017]. Bloomberg, (2016). North Face Looks to Training Gear to Boost Sales Beyond Winter. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/ articles/news-analysis/north-face-looks-to-training-gear-to-boost-sales-beyond-winter [Accessed 22 Mar. 2017]. Sajonas, F. (2017). Gully Guy Leo Flaunts Supreme x The North Face Jackets Throughout the Years in New Editorial. [online] HYPEBEAST. Available at: https://hypebeast. com/2017/3/the-basement-supreme-the-north-face-video-editorial [Accessed 22 Mar. 2017]. Leach, A. (2015). Supreme x The North Face: A Complete History | Highsnobiety. [online] Highsnobiety. Available at: http://www.highsnobiety.com/2015/12/01/supremethe-north-face-history/ [Accessed 22 Mar. 2017]. Omar, M. (2016). Adventurous Retail Stores : north face. [online] TrendHunter.com. Available at: http://www.trendhunter.com/trends/north-face [Accessed 22 Mar. 2017]. Sweeny, G. (2015). Fast Fashion Is the Second Dirtiest Industry in the World, Next to Big Oil. [online] EcoWatch. Available at: http://www.ecowatch.com/fast-fashion-is-thesecond-dirtiest-industry-in-the-world-next-to-big--1882083445.html [Accessed 19 Apr. 2017].
ADDITIONAL SOURCES • • • • • • • •
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TheNorthFace - UK - English. (n.d.). The North Face Story. [online] Available at: https:// www.thenorthface.co.uk/about-us/our-story.html [Accessed 20 Mar. 2017]. TheNorthFace - UK - English. (n.d.). The North Face Story. [online] Available at: https:// www.thenorthface.co.uk/about-us/our-story.html [Accessed 20 Mar. 2017]. TheNorthFace USA - English. (n.d.). Product. [online] Available at: https://www.thenorthface.com/about-us/responsibility/product.html [Accessed 21 Mar. 2017]. TheNorthFace USA - English. (n.d.). Clothes the Loop. [online] Available at: https:// www.thenorthface.com/about-us/responsibility/product/clothes-the-loop.html [Accessed 21 Mar. 2017]. The Conservation Alliance. (n.d.). Home - The Conservation Alliance. [online] Available at: http://www.conservationalliance.com [Accessed 21 Mar. 2017]. TheNorthFace USA - English. (n.d.). Responsibility. [online] Available at: https://www. thenorthface.com/about-us/responsibility.html [Accessed 21 Mar. 2017]. TheNorthFace USA - English. (n.d.). Protect. [online] Available at: https://www.thenorthface.com/about-us/responsibility/operations.html [Accessed 21 Mar. 2017]. POW. (n.d.). Protect Our Winters - Homepage. [online] Available at: http://protectourwinters.org [Accessed 22 Mar. 2017].TheNorthFace USA - English. (n.d.). Empower. [online] Available at: https://www.thenorthface.com/about-us/responsibility/community.html [Accessed 21 Mar. 2017]. Materials, D. (n.d.). Manufacturing. [online] TheNorthFace USA - English. Available at: https://www.thenorthface.com/about-us/responsibility/product/manufacturing.html [Accessed 22 Mar. 2017]. TheNorthFace USA - English. (n.d.). Social Responsibility. [online] Available at: https:// www.thenorthface.com/about-us/responsibility/operations/social-responsibility.html [Accessed 22 Mar. 2017]. TheNorthFace USA - English. (n.d.). Responsible Down Standard. [online] Available at: https://www.thenorthface.com/about-us/responsibility/product/down-standard.html [Accessed 22 Mar. 2017]. Almqvist, E. (2011). The North Face. [online] prezi.com. Available at: https://prezi. com/elsk-jdt3xma/the-north-face/ [Accessed 22 Mar. 2017]. Vfc.com. (n.d.). The North Face :: VF Corporation (VFC). [online] Available at: http:// www.vfc.com/brands/outdoor-action-sports/the-north-face [Accessed 22 Mar. 2017]. Vfc.com. (n.d.). Outdoor & Action Sports :: VF Corporation (VFC). (eagle creek, JanSport, Apapijri, [online] Available at: http://www.vfc.com/brands/outdoor-action-sports [Accessed 22 Mar. 2017].
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Coget, (2014). North Face brand book. [online] Slideshare.net. Available at: https:// www.slideshare.net/ValentineCoget/north-face-brand-book [Accessed 22 Mar. 2017]. The North Face, The North Face Online Brand Guidelines [online] Available at: https:// batoryart.files.wordpress.com/2013/11/brand-guideline.pdf [Accessed 22 March 2017]. Green Room Design. (n.d.). The North Face, Flagship Store, Regent St. [online] Available at: http://greenroomdesign.com/our-work/north-face-flagship-store-regent-street/ [Accessed 22 Mar. 2017]. THE NORTH FACE JOURNAL. (n.d.). The North Face Journal. [online] Available at: http:// www.thenorthfacejournal.com [Accessed 24 Mar. 2017]. Fenton, C. (2017). Outdoor Retailer A/W 17/18. [online] Wgsn.com. Available at: https://www.wgsn.com/content/board_viewer/#/70293/page/8 [Accessed 24 Mar. 2017]. Varga, C. (2017). Active Forecast A/W 18/19: HumaNature. [online] Wgsn.com. Available at: https://www.wgsn.com/content/board_viewer/#/69681/page/12 [Accessed 24 Mar. 2017]. Casey, D. (2015). The North Face Mountain Athletics: Training for More Than a Game [online] Available at: http://www.paddypallin.com.au/blog/the-north-face-mountainathletics-training-for-more-than-a-game/ [Accessed 23 April 2017]. Niessen, R. (2017) A Supreme Collaboration with The North Face Dropped for Spring [online] Available at: http://www.trendhunter.com/trends/supreme-collaboration [Accessed 23 April 2017]. The Retail Bulletin, (2015) The North Face unveils new store concept in London’s Regent Street [online] Available at: https://www.theretailbulletin.com/news/the_north_ face_unveils_new_store_concept_in_londons_regent_street_09-11-15/ [Accessed 23 April 2017]. Dawood, S. (2015) North Face outdoors brand embraces nature with new store design [online] Available at: https://www.designweek.co.uk/issues/2-8-november-2015/ north-face-outdoors-brand-embraces-nature-with-new-store-design/ [Accessed 23 April 2017].
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