Grace AndrewsMaddie Brown Kristin Freeman Walker Finklea Jenna ChambleeColby Ireland

Background● The North Face is one of the many apparel companies

included under VF corporation ● Major competitors of The North Face are other lifestyle

brands that have a major focus on outdoor and active apparel and accessories. Ex: L.L. Bean, Columbia Sportswear, Nike, and especially Patagonia and Mountain Hardwear.

● The North Face retails in speciality stores in North and South America, Europe and Asia, as well as 50 company-owned European and US outlets.

● Their mission statement is, "Never stop exploring" and their vision statement is "Our passion is beyond setting records and achieving fame.”

Brand Analysis● The North Face brand offers a large variety of innovative

products that can be used for many different outdoor activities and sports like climbing, hiking, running, and skiing.

● The product lines consist of clothing such as jackets, vests, pants, shirts, footwear, and accessories, as well as equipment like tents, sleeping bags, travel bags, etc.

● The North Face produces gear to withstand severe conditions and the psychographics for the North Face are people who enforce an active lifestyle and enjoy the outdoors.

http://www.youtube.com/watch?v=5cCxwhLs6cY

Whitewaterby

whitewater- [wahyt,waw-ter]noun

1. A term used by surfers describing the white foam that appears after a wave breaks.

Whitewater is the name of our line extension composed of The North Face swimwear for women.

Target consumers are females aged 16-30 who engage in water activities such as surfing.

The North Face caters to a wide variety of outdoor athletes, but has yet to create a women’s swimsuit line for surfing and other water activities.

The North Face’s competitor brands, like Patagonia, already have womens swimwear lines on the market. In order to keep consumers interested, the North Face must continue to innovate new products like this.

Vision statement: “Our goal is to improve the lives of extraordinary people so that they can achieve their goals.”

Mission statement: ”Continue to explore the oceans of potential in the pathway of accomplishing goals.”

the Pacific, the Atlantic, and the Indian: triangular bikini top and boyshort style bottom$45 for top, $40 for bottom

the Southern:bandeau top with halter straps in center and boyshort bottom

$45 for top, $40 for bottom

the Arctic:tankini style halter top with boyshort bottom

$50 for top, $40 for bottom

Five bathing suit styles:

Colors will include:

PEARL SEA GREEN LIGHT BLUE DARK BLUE

As well as patterns that encompass these colors.

Fabrics will be nylon and spandex blends.

Objective of this line extension is to create cute and comfortable swimwear that will perform excellent during water sports. For example, not coming undone or falling off a woman’s body when she is surfing. Pieces are sold separately so women will be able mix and match as they please.

Integrated Marketing Plan● The line will be released at the beginning

of the Spring/Summer season● Websites, facebook, blogging, youtube, etc.

as well as traditional advertising methods including television, radio, and magazine ads.

● Celebrity endorsement ● Feature both men and women in outdoor

environments wearing and using the various products of the North Face.

● The swimwear line catered to women would be featuring these bathing suits in multiple styles near the water whether its a pool, lake, or ocean.

● The North Face has a team of 60 professional global athletes including snowboarders,skiers, rock climbers, mountaineers, and endurance runners, so surfers could advertise swimwear.

Works Cited Cheung, Grace, Silvia Estrada, and Smritri Kirubanadan. "Brand Analysis - The North Face." Slide Share. N.p., n.d.

Web. 14 Apr. 2014.

<http://www.slideshare.net/gracecheung/brand-analysis-the-north-face>.

Dargusch, P., & Ward, A. (2010). Understanding Corporate Social Responsibility with the integration of Supply Chain

Management in Outdoor Apparel Manufacturers in North America and Australia. International Journal Of Business & Management

Science, 3(1), 93-105.

http://eds.b.ebscohost.com.prox.lib.ncsu.edu/ehost/pdfviewer/pdfviewer?sid=5880effe-5ef5-4978-8c2a-2d78ff723dd8%

40sessionmgr112&vid=2&hid=107

The North Face. "Sustainability." The North Face. N.p., n.d. Web. 14 Apr. 2014. <http://www.thenorthface.

com/en_US/innovation/sustainability/>.

North face inc annual report. (1995-2014). Retrieved from http://sec.edgar-online.com/north-face-inc/10-k-annual-

report/2000/04/14/section13.aspx

Patagonia swimwear. (2014, April 14). Retrieved from http://www.patagonia.com/us/search/womens/swim?k=1E.

Works Cited Patterson, A. (2011, September 25). The North Face - Advertising Strategy Plan. The North Face - Advertising Strategy

Plan. Retrieved April 14, 2014, from http://www.slideshare.net/AshPatt14/the-north-face-advertising-strategy-plan

Privacy Policy and Legal Notices. (n.d.). - The North Face®. Retrieved April 14, 2014, from http://www.thenorthface.

com/en_US/contact-us/legal-notices-and-privacy-policy

Rushe, D. (2010, December 10). The North Face aims for summit of outdoor sector. Retrieved April 14, 2014, from the

guardian website: http://www.theguardian.com/business/2010/dec/10/travelleisure-fashion

Silverstein, B. (2008, January 7). The North Face | VF Corporation | Gore-Tex | Epic | | brandchannel.com. The North Face

| VF Corporation | Gore-Tex | Epic | | brandchannel.com. Retrieved April 14, 2014, from http://www.brandchannel.

com/features_profile.asp?pr_id=368

VF Corporation. (2011). Vf--investor relations. Retrieved from http://phx.corporate-ir.net/phoenix.zhtml?c=61559&p=irol-

irhome

https://www.youtube.com/watch?v=5cCxwhLs6cY