The North Face.
Launching an upscale winter wear line for corporate professionals, to compete with high-end brands like Canada Goose and Helly Hansen.
Brand
The North Face
Type
MBA marketing project
Deliverable
16-page audit report
Tool
Adobe InDesign
Summary.
Sustainability is a core value for today’s outdoor and active-wear consumer, so The North Face has to show, not only say, that it has a strong sustainability culture. Price matters, but consumers see The North Face as a high-end brand that sits between luxury and accessibility.
Proposal.
A limited line of elevated, luxury winter wear for corporate professionals, priced above the core range and sold only online and in flagship stores, not department stores. It protects brand credibility, lifts premium perception, and competes in high-end winter fashion while staying true to the brand’s sustainability values.
Next work
Adidas Beijing