Brand IdentityKey Conponents

• High quality

• Sustainability

• Innovative technology

• -video for boot

• Giving back

Trend Brief Las Vegas Trand show warp F/W 2014

Photoreal digital prints—natural landscape & city

New products• Jacket

boot• Harnesses kinetic energy when you walk Produces enough power to charge any small device such as cameras, and cellphones• App links to Bluetooth via wifi to show you your position, altitude, pace, and energy• Automatically updates with your stats and geographical

location• Share journals and photos via social media• Send an emergency S.O.S. Signal. Offers a sense of

security and safety to the explorer• The GPS can be used as a safety device for Women,

Children, and even those with Alzheimer's.

Packaging Introduce knowledge of hikingGood paces to go hikingPictures of different landscape

• demonstrate the company's efforts towards greater environmental sustainability as well as to communicate its technological leadership in the outdoor industry.

• Use materials with 100% post-consumer waste, and prints with environmentally-friendly inks.

where it will be sold• Monopoly store

• Shopping mall and outlet • Macy’s

Store display

Sketches of clothes display

Sketches of shoes display

Life-Time Warranty“If a product ever fails due to a

manufacturing defect, even after extended use, we will repair the product,

without charge, or replace it at our discretion.”

- thenorthface.com

Sustainable Journey

• Boneville Enviornmental Foundation: reducing green house gas emissions from its North American facilities

• BlueSign: organization that helps the textile industry understand the chemical impact of the productaion process.

• Go-Zero: offset any remaining emissions through land restoration and tree planting programs

“sustainability and conservation form the core of The North Face pledge to advance the well-being of the

planet, its citizens and those who enjoy exploring it” - thenorthface.com

https://www.youtube.com/watch?v=AtefRFBEseQhttp://expeditionsustainability.com/

Sustainable Manufacturing

• Recycled materials or organic cotton and have very strong sustainability initiatives and a platform to change how people think, act and operate.

• Use of PrimaLoft Eco Insulation which contains 50% recycled content, used for the insulation of boot collection.

• Produced from post-consumer products and post-industrial plastic waste.

Recreational Performance Outerwear

Apparel Act• Support the legislation that promotes advance U.S textile

technologies.

• The bill modifies the U.S. Tariff Schedule for specific types of high performance recreational outerwear and eliminates duty on these apparel categories.

• The legislation also contains a provision for investment in U.S. textile technologies and jobs that focus on advanced, sustainable, environmentally conscious manufacturing and streamlined supply chains.

Innovative Technology

• Exploring the frontiers of technology for better fabrics and components is only the beginning of the life cycle of a new piece of gear. A great example of this is our C130 Tent Test. Our entire tent line was tested against our competitors by placing them in back of a C130 plane. The plane’s four engines produce 13,000 ft/lbs. of torque and are capable of producing wind speeds in excess of 80 mph and unlike wind-tunnel tests, the propellers can create wind currents that are irregular and multi-directional. The results speak for themselves - our tents outperformed all the competition.

• Explore Fund

• Strong roots to volunteerism, non-profits and giving back to the community

• Fund non-profit organizations that are working to re-connect children with nature

• Give grants the promote exploration to the next generation

Giving Back

Creating Community• Planet Explore

• Creating community online with their partnership with Planet Explore. Site focuses on familes and individuals to get out and get involved in outdoor activities and events in their area. Their stie is global, yet they focus on the local. Access to related blogs, podcasts and videos to those interested in outdoor activities.

Potential Celebrity Endorsements

Bear Grylls-Man vs. Wild

a British adventurer, writer and television presenter. He is best known for his television series Man vs. Wild, also known originally as Born Survivor: Bear Grylls in the United Kingdom, which ended in 2011. He is also involved in a number of television series in the United Kingdom and the United States on the theme of survival in the wild.

Potential Celebrity Endorsements

Les Stroud- SurvivorMan

Les Stroud sees his television program as an opportunity to teach while entertaining. He encourages his viewers to show respect for the environment and to maintain control in dangerous situations. Conservation, to Les Stroud, is everyone’s responsibility. Survivorman is his venue for getting these points across to the public.

educational/speaking engagements

websites and social networking

• North face race event• The North face 100 Running Camps

• Speaker Series

• Indoor or outdoor Installations like rock climbing wall

• High quality website with great pictures

• foldable poster Describes what the customer's five senses will experience as they enter a North Face retail store. They will be attached to ads in magazines and hand out during racing event.

• App for cell phone

social cause and marketing

The North Face is known for serving the community and hosting charity-based events, they are associated with The Conservation Alliance; supports grassroots citizen-action groups and they thrive in protecting outdoor areas. They also work with Access Fund's Non-profit Climbers Organization, which strives to preserve climbing in the United States and also finance climbers and other events. Leave no Trace is a non-profit organization which educates and conducts research and partnerships to preserve outdoor recreational areas and also work with American Mountain guide association and Alpine Ascents International Inc.

Possible Social/Cause Marketing partnerWorld Wide Fund for Nature

An international non-governmental organization working on issues regarding the conservation, research and restoration of the environmentIt is the world's largest independent conservation organization with over 5 million supporters worldwide, working in more than 100 countries, supporting around 1,300 conservation and environmental projectsMission is "to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature."

https://www.youtube.com/watch?v=ZnwQALsRTH4

Possible Strategic Relationships

15th World Championships in Athletics

Summer 2015 in Beijing, ChinaThe event will be the largest sporting event to take place at the Beijing National Stadium ("Bird's Nest") since the 2008 Summer Olympics.North Face could sponsor the event and athletes uniforms

Business for Innovative Climate & Energy Policy (BICEP), an organization that works with key allies in the business community and relevant members of Congress to pass energy and climate change legislation. Bonneville Environmental Foundation (BEF), a nonprofit organization and key player in the carbon offset marketing.

Conservation Fund, Go Zero, a program that allows individuals,corporations and communities to measure their carbon dioxide emissions and learn helpful ways to reduce those emissions and offset the remaining by planting trees.

EPA Climate Leaders, a voluntary EPA industry-government partnership that works with companies to develop complete climate change strategies.

Recurrent Energy, a leading solar power developer, and The North Face are working together to increase the amount of solar energy The North Face uses in the future. Suntech Energy Solutions, one of California’s fastest-growing

providers of commercial and utility-scale solar power systems.

Stopwaste.org, an organization that provides waste audits for corporations in Alameda County.

BD, help The North Face reduce the environmental emissions.

Sustainability Partners

Press and Marketing

• Internet, Radio, TV advertising

• Direct Mail: catalogs, email newsletters and updates

• Public Relations: press releases of new technology innovations, and sustainability initiatives

• Customer Service: surveys

• Packaging

• Point of Purchase Displays: interactive kiosks

• Websites and Blog: Neverstopexploring.com

• Social Media: Facebook, Twitter, InstaGram, YouTube, LinkedIn, Google+, cross promoting, #neverstopexploring, #getupgetout, photo contests

• Promotions: coupons, athletes freeskiing campaing

https://www.youtube.com/watch?v=qaBvsYcYyL0