NATIVE
MARGARET MOORE FASM 430-02 CANEPA
Brand Overview SWOT
“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, Director of Sustainability
Customer Competitors Macro Trend Minor Trends Moods
Print Repeats Factories Tech Packs Assortment Plan Marketing Mockups A special thank you to Jacqueline Price for the flats, Nicola Gigante for the illustrations, Olivia Lovito for the photos, and Will Garlen for modeling.
SUPPORT BEARS EARS A clothing line to help raise money to protect the Bears Ears area of Utah and the Native tribes of the area. The North Face also works to “visit with respect” and holds an education center in the reservation. FOUNDED: 1966, San Francisco, CA VALUES: Provide the best gear for our athletes and the modern day explorer, support the preservation of the outdoors, and inspire a global movement of exploration. PRICE POINT: $17-$5,500 PRODUCT ASSORTMENT: Snow sports, running / hiking, camping, climbing gear, everyday basic clothing and accessories for men, women, and children NOTABLE INNOVATION THERMOBALL: A partnership with PrimaLoft to create an alternative to down, the smaller and larger fibers capture warmth better than previous synthetic fillers. FLASHDRY: Designed to hug the skin and quickly move moisture from the skin to the outside of the fabric. POLARTEC: Performance jacket insulation, in a variety of desities and textures. TKA (Thermal Kinetic Advancement): Wear resistant, pill resistant fleece, availible in stretch. DryVent: Fully waterproof, windproof, and breathable, comes in three different layering combinations for the consumers needs. Denali Fleece: Made from recycled plastics since the 1990’s.
THE AMERICAN ALPINE CLUB The AAC provides education in safe climbing practices, whether that be in equiptment safety or how to find a good hand hold. The AAC also provides up to $150,000 in exploration and climbing grants every year. PROTECT OUR WINTERS This Organization partners with brands such as the North Face, Patagonia, and CLIF BAR to educate and spread awereness of global warming. They operate primarily through THE NORTH FACE RENEWED is a way to keep old clothes from hitting the landfills. The North Face will take back old jackets and replace buttons, zippers, and other parts of the clothing. The garment is then cleaned and put back on the racks for re-sale. MICA TO GREENLAND The North Face currently sponsers expeditions for their sponsored athletes, the current trips being a snowboarding trip to Greenland and Mica, British Columbia.
S O
Focus on product quality Brand recognition Strong community with suppliers
High price Lack of traditional advertising Challeneges moving into new segments
Array of partnerships
Slowing research and development
Highly skilled workforce
Apparel suited for specific climates
Global warming brand stance Online channels Use of recycled/ natural materials More pathos based marketing Better brand to consumer communication
Rising cost of raw materials Competitors Counterfeit Rising wages
W T
BENJAMIN
BAS in HR Management 24 years old $52,000/ year Denver, CO Experiencer/ Innovator
Benjamin is a HR representative that is just starting out of college and into the working world. He believes in being honest and dependable in his work, while still finding a work-life balance that allows him to escape and enjoy the surrounding nature. His friends often describe him as down to earth, as he is the go to in the group for advice, however Benjamin is also daring in that he is not afraid to drive out into the mountains, with no one but his dog Hermes for company.
FOUNDED: 1938, Seattle, WA
FOUNDED: 1973, Ventura, CA
VALUES: Ethical and sustainable practices A life outdoors is a life well lived.
VALUES: Build the best product, cause no unnecessary harm , use business to protect nature, not bound by convention
PRICE POINT: $1-$3000
PRICE POINT: $16-$700
PRODUCT ASSORTMENT: Bikes, bags, outdoor apparel (men, womens, kids),
PRODUCT ASSORTMENT: Outdoor apparel and accessories (Men, women, and children), sleeping bags, tents, and food.
outdoor accessories, active gear, camping gear
SUSTAINABLE BUSINESS PRACTICES From making small changes such as using LED lightbulbs or recycling, to finding solutions to waste pile-up problems; businesses are finding ways to reduce and reuse, cutting down their impact on the planet. Nike has been recycling production scraps into unique multi-colored shoes, while Veja has been taking plastics from the ocean and knitting “B-mesh,� or a lightweight, 100% recovered plastic knit. Other brands have been showing thier respect for the Earth through transparency: Reformation buys up a lot of dead stock fabrics and ensure to show their supply chain, while The North Face has started to recycle their tents into bags.
Reformation branding, https://metro.co.uk/2017/10/14/sustainable-fashion-brand-reformation-launches-a-more-affordable-sister-line-6998189/
https://www.wgsn.com/content/board_ viewer/#/83572/page/14
B-Mesh Sneaker, https://www.veja-store.com/en/men/2792-sdu-rec-natural-orange-fluo.html
TEXTILE CHOICES Textiles are taking a shift towards performance and natural, as the consumer begins to go back to seeking quality over quantity. While the two are polar oposites of eachother, thats what makes them a strong combination; the performance synthetics still hold the top spot for specialty situations such as extreme sports, however natural fabrics provide more comfort for everyday wear. As the rise of athleisure street wear continues, the mentallity adjustment is returning to using textiles for what they are best for, not just where they look interesting.
SLOWING FASHION Awareness of the growing waste problem is spreading rapidly, mostly due to politics such as the Paris Agreement drawing global attention to the issue. The conversation is thus raised with the consumer of where their products come from and place increasing pressure on brands to make concious decisions and hold them accountable when they do not. It becomes progressively harder to be blind to the issue as more and more regulations are put in place.
Derived from wood grain textures (grain and cross grain), this print is the busiest of the set; the idea being that a very busy print holds it’s place in small areas of apparel such as trims and findings. The compact nature of this print allows for some color mixing at a distance as well, allowing for more color combinations that can pair with the print. Misty Jade 13-6008TCX
Pine Grove 19-5406TCX
Moon Mist 18-4105TXC
The original color combination, allowing for the pattern to appear as water at a small scale, the neutral blues allow for a wide range of color pairings. Pair with: Misty Jade, Moon Mist Burnt Brick 18-1350TCX
Moon Mist 18-4105TXC
Golden Nugget 16-1142TCX
A more natural coloratin for a woodgrain print, the oranges were brought in to create a balance for warmer colored garments, the two tone orange also provides a softer, less obvious print. Pair with: Cabrenet Buff Yellow 14-0847TCX
Moonless Night Moon Mist 19-4203TCX 18-4105TXC
A more wild color scheme for a more wild customer, the blue and yellow combination becomes a soft green from a distance, which allows for more color combinations in pairing. Pair with: Moon Mist
Fundamentally the oposite of the wood print, this print is inspired by the soft textural changes of marble and the stark lines of geodes. The print is inteded for larger area use, but could also be successful in small areas when a simpler stripe is the desired effect. A more visable contrast makes this a more versatile print, allowing more color matches within a garment. Misty Jade 13-6008TCX
Pine Grove 19-5406TCX
Atlantic Deep 19-4726TCX
Monochromatic blue allows for a wide range of color matching to the print, the contrast of the blues ensures the print will still be visable. Plair with: Pine Grove, Misty Jade , Moonless Night (19-4203TCCX) Burnt Brick 18-1350TCX
Atlantic Deep 19-4726TCX
Golden Nugget 16-1142TCX
A complimentary color scheme allowing for a wide range of reds, blues, and yellows. The contrast provides bold statement for the wearer. Pair with: Golden Nugget, Misty Jade, Burnt Brick Burnt Brick 18-1350TCX
Cabernet 19-1724TCX
Lemon Curry 15-0751TCX
A softer contrast for the stone print, the deep red provides a tone that matches many colors and the yellow provides a pop of color. Pair with: Cabrenet, Burnt Brick, Misty Jade
While it appears to be a wallpaper, this print is actually inspired by mushroom gills, or the soft, textural, underside of the mushroom. The linear quality to the print was made to be placed in long and skinny peices of fabric, and is not so much inteded for large areas of print. Moonless Night Moon Mist 18-4105TCX 19-4203TCX
Buff Yellow 14-0847TCX
The happy medium of this print, alllowing the print to mostly fade back, but providing the standout yellow to grab the eye. Pair with: Cabrinet (19-1724TCX)
Misty Jade 13-6008TCX
Pine Grove 19-5406TCX
Buff Yellow 14-0847TCX
The brightest form of this print, for a more daring customer, the yellow and blue stand out against eachother but do not clash. Pair with: Lemon Curry (15-0751TCX), Moon Mist
Misty Jade 13-6008TCX
Pine Grove 19-5406TCX
Atlantic Deep 19-4726TCX
The darker tone to this color story allows for this print to fade into the backround a bit more, for a less daring customer. Pair with: Misty Jade, Pine Grove, Atlantic Deep
TOP HTS CODES 6109.10 - Cotton t-shirt 6103.42 - Cotton trousers 6205.20 - Cotton shirt
TEXTILES LA PAZ, L.L.C. (El Salvador) TOP HTS CODES 6109.10 - Cotton t-shirt 6110.20 - Cotton jersey 6105.10 - Cotton shirt
TOP CUSTOMERS M.J. Soffe, L.L.C. (67shipments) The North Face (67 shipments) Dallas Cowboys Merchandising. Ltd. (39 shipments)
TOP CUSTOMERS Delta Apparel, Inc. (445 shipments) Under Armor (396 shipments) The North Face (69 Shipments)
FORMOSA TEXTIL S.A. (Nicaragua) TOP HTS CODES 6110.30 - Man made jersey 6101.30 - Coat’s 6103.43 - Man made trousers
YOUNGONE EL SALVADOR S.A. DE C.V.
TOP CUSTOMERS The North Face (82 shipments) Patagonia (15 shipments) Carhartt, Inc. (15 shipments)
INDUSTRIAS DE EXPORTACION, S.A. DE C.V. (Honduras) TOP HTS CODES 6109.10 - Cotton t-shirt 6110.20 - Cotton jersey 6105.10 - Cotton shirts TOP CUSTOMERS Under Armor (673 shipments) Gfsi, Inc. (180 shipments) Carhartt, Inc. (157 shipments)
FACTORIES
APPLE TREE EL SALVADOR
TOP HTS CODES 6111.20 - Baby accessories and garments 6102.20 - Coats 6110.30 - Man made Jersey TOP CUSTOMERS The North Face (185 shipments) R.E.I. (22 shipments) Lululemon Usa, Inc. (11 shipments)
HORIZON OUTDOOR PRODUCTION CO., LTD. (Cambodia) TOP HTS CODES 6101.30 - Man made coats 6201.93 - Wind jacket 6113.00 - Knit Garments TOP CUSTOMERS The North Face (18 shipments) Jansport (2 shipments)
Emperador 18-1028TC X
Retail: $70.00
Textile: 100% Cotton slub woven Factory: Formosa Textil S.A.
Moon Mist 18-4105TCX
Moonless night 19-4203TCX
Cost: $17.99
A simple jogger, availible in standard earthtones to give a solid base for the brighter colored tops. The plain cut of the jogers allows them to make a wardrobe staple for any outfit, across any brand. I selected a cotton slub woven to capture more air and create a warmer textile for winter without the added, potentially itchy, bulk of wool. The cotton also allows for ease of care in that it can be machine washed.
$20,114.0722
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Designer Initial M. M.
Designer Initial M. M.
Moonless Night 19-4203TCX
Cost: $14.90 Retail: $70.00 Textile: 100% Cotton twill weave Factory: Apple Tree El Salvador
The city cargo comes in straight and slim fit, each in base earth tones for closet integration ease. Each pair offers six pockets, two are zippered and located at the thighs. The pocket on the right leg is shifted sideways to keep a phone or wallet from mashing into uncomfortable places while biking, a concept that has tested well so far. The city cargo is constructed of a heavy weight cotton twill, similar to denim, to allow for streetwear to light activities.
Emperador 18-1028TCX
Moon Mist 18-4105TCX
Designer Initial M. M.
Designer Initial M. M.
Designer Initial M. M.
Cost: $14.69 Retail: $70.00 Textile: 100% Cotton twill weave Factory: Apple Tree El Salvador
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Designer Initial
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M. M.
Pine Grove 19-5406TCX
Cabrenet 19-1724TCX
Cost: $ 13.23 Retail: $ 50.00 Textile: 100% Cotton jersey knits Factory: Textiles La Paz, L.L.C.
Having the stripe of pattern across the torso allows for a less daring customer to enjoy a bold print. The typical North Face customer seeks a quality basic that will last for years to come, which this henley cut shirt provides. The deep red and basic blues allow for color matching for seasons to come.
Misty Jade 13-6008TCX
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The bowler shirt gives a more work friendly vibe , with subtle petterning to add some color. Each shirt has three colors and one pattern, giving a slimming illusion. Two pockets are on the front for a classic look and a bit of storage when out and about. The pattern is only on the pocket flaps and the inside of the collar.
Yellow Buff 14-0847TCX
Moonless Night 19-4203TCX
Misty Jade 13-6008TCX
Moon Mist 18-4105TCX
Moon Mist 18-4105TCX
Butterum 16-1341TCX
Pine Grove 19-5406TCX
Yellow Buff 14-0847TCX
Cabrenet 19-1724TCX
Cost: $15.58 Retail: $60.00 Textile: 100% Cotton chambray shirting Factory: Younone El Salvador S.A. de C.V.
Pine Grove 19-4203TCX
Moonless Night 19-4203TCX
Cabernet 19-1724TCX
Moonless Night 19-4203TCX
Misty Jade 13-6008TCX
Moon Mist 18-4105TCX
Buff Yellow 14-0847TCX
Moonless Night 19-4203TCX
Cost: $24.47 Retail: $95.00 Textile: 100% Cotton fleece knit Factory:Youngone El Salvador S.A. de C.V.
A two layer cotton hoodie for chilly mornings, the typical fleece knit gives warmth while a simple contrast in colors gives a new look to the North Face hoodie.
$11,864.2000 $29,691.8843
The tunic hoodie is also a cotton fleece knit, however for a more daring customer, the drawstring waist allows the customer to sinch the garment closer to the body while the two cargo pockets give a bit of storage for a morning jog. One stripe of patterning goes down the right shoulder, adding a point of visual interest.
Cabrenet - 19-1724TCX
Aqua Grey 15-5205TCX
Pine Grove - 19-5406TCX
Cost: $37.97 Retail: $95.00 Textile: Waxed cotton canvas Factory: Textiles Le Paz, L.L.C.
A thick wool jacket for cold nights, fully lined to prevent any static cling or skin irritation from the wool fibers. The lighter top of the jacket makes the shoulders appear broader, while the darker bottom slims. I selected wool for its properties of warmth (even when wet), durability and ease of care of the felt. While most wools would shrink in the wash, a properly felted wool remains stable. This tech pack is produced in China purely to show I can calculate duty. Pine Grove 19-5406
Cost: $54.48 Retail: $250.00
Cabrenet 19-1724TCX
Textile: Felted Wool Factory: Ningbo Beston
Moon Mist 18-4105TCX
Buff Yellow 14-0847TCX
Moonless Night 19-4203TCX
Designer Initial M. M.
Designer Initial M. M.
Misty Jade - 13-6008TCX Pine Grove - 19-5406TCX Cabrenet - 19-1724TCX
Cost: $24.60 Retail: $115.00 Textile: Waxed cotton canvas Factory: Textiles Le Paz, L.L.C.
A cotton canvas backpack, waxed to repel water, standard size to fit a laptop or books. Three smaller pockets are on the front, one at the middle top face with a zippered closure, then two at the bottom. The left side square cargo pocket buckles close, the right round pocket is padded with felt for speakers or camera lenses.
$22,660.6000
Designer Initial M. M. Designer Initial M. M.
Designer Initial M. M.
Cabrenet 19-1724TCX
Cost: $24.54 Retail: $95.00 Textile: Felted Wool Factory: Industrias De Exportacion, S.A. De C.V.
Misty Jade 13-6008TCX
Burnt Brick 18-1350TCX
The commuter bag is intended to keep your belongings close in the city, and to hold enough things for a day hike on the weekends. The bag is attached at all three corners with quick release buckles for ease of removal, and features two smaller zippered pockets cross the front for phone and wallet storage. A subtle rendition of the stone print is on the medium pocket.
$22,911.1870
Designer Initial M. M.
Designer Initial Designer Initial M. M.
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I wanted to keep the inventory fairly low as this is a test run of streetwear for the North Face. The amount in the assortment plan, at 262,000 units overall, allows for a few pieces of every color story to go to all 100 standalone North Face locations while still leaving a surplus for online sales. The low inventory will also encourage a sensation of exclusivity in the launch of the Native natural line; however this exclusivity will only remain if the brand does not decide to do a second run due to high sales. The Marketing on the previous page and following this page is intended for mostly print, as that is where the North Face currently does most of their marketing. I wanted to bring some of the strong imagery customers are tagging on Insatgram to the North Face’s typical marketing platform as the large format allows for stunning images.
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