H Y U N J I C H E O N P 2 7 7 5 9 6 2 F A S H I O N L I F E S T Y L E F B U Y 1 1 0 1 2 0 2 3 6 0 3 T H E N O R T H F A C E I S S U U P O R T F O L I O A S S I G N M E N T
CHARLIE KIM OFFICIAL WORKER
Gender : Male
Age : 32
Occupation : Official Worker (Sport Management)
Income : £40K
Social-economics : Middle class
Marital status : Single
Location : Copenhagen, Denmark
Climate : Long cold winter with snow, rain and short warm summer
Purchasing Habits :
Brand Interactions :
Customer Loyalty :
Selective buyer focusing on the fit, quality and comfortableness
Visit and shop in-store to check the items before buying.
Trust the North Face’s value and performance.
Personality : Hiking, Camping, Rock Climbing, Ice Fishing,Photography
Attitude :
Hobbies : Open-mind, Goal-oriented, Positive mindset, Healthy lifestyle
Values : Animal friendly, Friendship, Family, Eco-friendly
Poor quality, Layering items
Pain points : Patagonia, The North Face, Arc’teryx Favorite brands : Extrovert, Adventurous, Outgoing, Kind
D E M O G R A P H I C S
B E H A V I O U R A L G E O G R A P H I C S
P S Y C H O G R A P H I C S
S W O T
STRENGTH WEAKNESS
High quality products
Strong brand image
Sustainable brand image
Enhancing collaboration with communities
Less affected by trends
: As outdoor fashion trend is slower and more predictable, they are more flexible in adjusting their product development and marketing strategies (Team, B. and Company, M.& (2023)).
High price range
Limited Product diversity
: While The North Face produces outdoor clothing and equipment, it may lack product diversity compared to other brands (Webb, B. (2021)).
OPPORTUNITY THREAT
Strong competition
Global expansion
Enhanced digital marketing and experience
Utilisingdata-drivenmarketing
: Using customers data to build a personalised marketing strategy, it can be strengthen its competitiveness in the market (Mission (2022)).
Innovating sustainable products
: Not only existing competitor but also new brands can enter the market and become more competitive (Lectra, (2022)).
Competitor innovation
: Competitor brands can introduce new technologies or product lines to strengthen their competitiveness in the market (Kemp, A (2024))
Like for like
SALOMON OUTLINE 3L GORE-TEX Shell Jacket
£360
3L GORE-TEX, Membrane and backer are bonded into one fabric
Weight : 519g
This product can evacuate 28000gr/m2 of a water vapour in a single day (24h) without letting moisture in
Sustainability : PFC-Free DWR
VISUAL ASPECT - Reflective branding
ROA
Perforated Shirt
£260
Camp shirt
Short sleeves
Buttoned opening
100% Polyamide
Roomy and boxy classical fit. Made in Italy
T H E N O R T H F A C E
MOOD BOARD
SLEEVE
This Long Sleeve Top is made of a jersey fabric with comfortable and high stretch performance. It is a basic long sleeve top style with front zip and is made from warm, excellent breathable, quick drying polyester to keep people cool and dry when training.
#5A6740
FRONT BACK
01 LONG
TOP WITH FLASHDRY™ FABRIC. /. £40
YKK ZIP
Long-sleeve length
High-neck collar
1/4 zip closure
Intended use
Training
Running
Recycle Material Fabrics
100% Recycled Polyester Jersey
FlashDry™
FLASHDRY™
FLASHDRY™ is designed to wick moisture away from people’s skin, helping they stay dry, cool and comfortable. This fabric functions like a second skin to the body, repelling moisture to the surface of the fabric and removing it as quickly as possible Whether climbing, running or training, FlashDry™ fabric provides improved moisture management and drying times compared to other fabrics.
02 TECH TROUSERS
WITH DWR. /. £200
The Tech Trousers are designed with inspiration from ski trousers and remind people 90s ski wears. With modern and urban vibe, these trousers are made from durable, breathable polyester and feature a water-repellent finish to protect them when they explore in outdoor. Zip pockets provide additional functionality when exploring.
SECURE
ARTICULATED SEAMS
FRONT BACK
POCKETS BRANDED SNAP ELASTICATED WAISTBAND #18335E
Loose fit
DWR - Water Repellent
Hybrid elasticated waistband with an internal drawcord
Functional zip fly with a snap closure
Bonded secure-zip front pocket
Exposed-zip hand pockets
Secure-zip back pocket
Articulated seams for mobility
DURABLE WATER REPELLENT(DWR)
DWR forms a protection on the outer layer of the garment, allowing water to bounce and drip off the surface A durable water-repellent finish provides protection from light moisture and fabric saturation Also, the application of DWR is not limited to waterproof clothing, but can also be applied to other equipment to provide water repellency to windwalls, insulation, gear and shoe styles.
03 TECH OVERSHIRTS
WITH DRYVENT 3L FABRIC. /. £150
With minimalist style, practical pockets, this Tech overshirt is the perfect warm layer for relax in the outdoors. Branded snaps and a bold The North Face® logo on the back add stylish finishing touches.
BRANDED SNAP BUTTON SECURE ZIP
#93887D
DRYVENT
Driven fabrics provide fully waterproof, windproof and breathable protection The multi-layered fabric's semipermeable polyurethane coating enables water vapour to escape from the inside layer to the outside. Dryvent fabric's exterior is covered with a long-lasting water-repellent layer which helps in the development of droplets and the removal of water from the surface
Various weights, textures and characteristics provide maximum protection, performance and comfort
DRYVENT 3L
Driven fabrics using a 3 layer construction is reserved for our most technical for highperformance styles This is exceptionally durable and breathable and used for longer durations in severe conditions.
MOUNTAIN JACKET
WITH GORE-TEX®. /. £420
The GORE-TEX® Mountain jacket brings mountain technology to an urban environment with iconic style. It is equipped with seam-sealed GORE-TEX® for windproof and waterproof protection, maintaining people keep dry and warm.
BACK
ADJUSTABLE CUFF TABS HOODIE DRAWSTRING BRANDED SNAP BUTTON GORE-TEX GORE-TEX FABRIC
04
Durable waterproof GORE-TEX® fabric
Lay-flat hood, With hoodie drawstring, the hood remains stable for use in windy condition.
Secure-zip
The North Face branded snap buttons
Adjustable hook-and-loop cuff tabs
Internal drawcord at hem for adjustability
Suggest an outdoor silhouette with a higher neck length than a regular jacket
GORE-TEX
Gore-Tex® fabric's breathable, windproof, and waterproof features keep users dry and comfortable in difficult environmental conditions.
Gore-Tex Membrane is a layer material which is joined extremely thin expanded polytetrafluoroethylene (EPTFE) between outer fabric and lining. It provides solid waterproofing, perfect windproofing and excellent breathability, and it blocks moisture and cold wind from the outer layer while discharging sweat and moisture inside to escape.
05 COLLAR BLOUSON WITH PATTERN. /. £200
This blouson features a cuff without jacket cutting, gently enveloping the wrists. With its moderate thickness, it's suitable for wearing during the transitional seasons from September to late November. And it offers water resistance with its water-repellent finish and allowing easy wear even in light rain. Its versatile style is accentuated by large hand pockets and collar details, complemented by distinctive wood patterns on the back.
A regular fit.
YKK zipper closure.
100% Polyester
FRONT BACK
YKK ZIP
RANGE OF 5 GARMENTS
REFERENCE LIST
Altitude Sports Editorial Team (2019) The Ultimate Guide to Dryvent Waterproof, breathable fabric, Altitude Blog. Available at: https://www altitude-sports com/a/blog/the-ultimate-dryvent-guide/ (Accessed: 14 April 2024)
Commerce, T (2024) Olema coach jacket,The north face,South Korea Available at: https://www thenorthfacekorea co kr/product/NJ3BQ04J (Accessed: 14 April 2024)
Kemp, A (2024) The north face navigates rocky terrain in wake of Viral Racial Inclusion promo, The Drum Available at: https://www thedrum com/news/2024/03/12/the-north-face-navigates-rocky-terrain-wake-viral-racial-inclusion-promo (Accessed: 15 April 2024)
Lectra (2022) Patagonia vs. the North Face, Lectra. Available at: https://www.lectra.com/en/library/patagonia-vs-thenorth-face (Accessed: 15 April 2024)
Mission (2022) How the north face is using a strong data-based foundation to create the best customer experience, Medium. Available at: https://medium.com/the-mission/how-the-north-face-is-using-a-strong-data-based-foundationto-create-the-best-customer-experience-2920fb681476 (Accessed: 15 April 2024)
Team, B and Company, M & (2023) The year ahead: How brands are reinventing outdoor wear, The Business of Fashion Available at: https://www businessoffashion com/articles/retail/the-state-of-fashion-2024-report-outdoorsportswear-footwear-gorpcore-brand-strategy/ (Accessed: 15 April 2024).
THE NORTH FACE (2024a) Amos Tech overshirt: The north face, United Kingdom Available at: https://www thenorthface co uk/shop/en-gb/tnf-gb/mens-amos-tech-overshirt-879d?variationId=JK3 (Accessed: 14 April 2024)
THE NORTH FACE (2024b) Dotknit, The North Face Available at: https://www thenorthface co uk/en gb/innovation/technologies/dotknit html#banner=fall23 TechnologyHub doknit i mage TechnologyHubLP card doknit (Accessed: 14 April 2024)
THE NORTH FACE (2024c) Dryvent - Waterproof & breathable technology for staying dry: The North Face1, The North Face Available at: https://www thenorthface co uk/en gb/innovation/technologies/dryvent html#banner=spring23 Technologies slider% 20click Technology-goretex menu%20hub%20cta (Accessed: 14 April 2024)
THE NORTH FACE (2024d) DWR, The North Face Available at: https://www thenorthface co uk/en gb/innovation/technologies/dwr html#banner=fall23 TechnologyHub dwr image TechnologyHubLP card dwr (Accessed: 14 April 2024)
THE NORTH FACE (2024e) Gore-Tex, The North Face. Available at: https://www thenorthface co uk/en gb/innovation/technologies/goretex html#banner=spring23 Technologies slider%20click Technology-Flashdry menu%20hub%20image (Accessed: 14 April 2024)
THE NORTH FACE (2024f) Men’s Flex II 1/4 zip long-sleeve T-shirt: The north face, United Kingdom. Available at: https://www thenorthface co uk/shop/en-gb/tnf-gb/mens-flex-ii-1-4-zip-long-sleeve-t-shirt-7zbc?variationId=JK3 (Accessed: 14 April 2024)
THE NORTH FACE (2024g) Men’s Gore-Tex® mountain jacket: The North Face, United Kingdom. Available at: https://www thenorthface co uk/shop/en-gb/tnf-gb/men-jackets-coats/mens-gore-tex-mountain-jacket-831m? variationId=KX7 (Accessed: 14 April 2024)
THE NORTH FACE (2024h) Technologies, The North Face Available at: https://www.thenorthface.co.uk/en gb/innovation/technologies.html#banner=spring23.Technologies.back.Technolo gy-dryvent menu%20hub (Accessed: 14 April 2024)
THE NORTH FACE (2024i) Flashdry, The North Face Available at: https://www thenorthface co uk/en gb/innovation/technologies/flashdry html#banner=fall23 TechnologyHub flashdr y image.TechnologyHubLP card flashdry (Accessed: 14 April 2024).
THE NORTH FACE (2024j) Men’s TNF Easy Wind Coaches jacket: The north face, United Kingdom Available at: https://www thenorthface co uk/shop/en-gb/tnf-gb/men-jackets-coats/mens-tnf-easy-wind-coaches-jacket-8703? variationId=JK3 (Accessed: 14 April 2024).
ROA (2024) Perforated shirt, ROA Available at: https://www roa-hiking com/en-gb/products/roa-clothing-perforatedshirt-black-j277268?variant=47460183998796 (Accessed: 15 April 2024)
Ryan, G. (2024) The North Face Freethinker jacket 2010, Behance. Available at: https://www behance net/gallery/21794373/The-North-Face-Freethinker-Jacket-2010 (Accessed: 14 April 2024)
Salomon (2024) Outline 3L Gore-Tex - men’s shell jacket, Salomon Available at: https://www salomon com/engb/shop-emea/product/outline-3l-gore-tex-lc12846 html#color=88005 (Accessed: 15 April 2024)
Webb, B (2021) How outdoor brands can widen their appeal, Vogue Business Available at: https://www voguebusiness com/fashion/how-outdoor-brands-can-widen-their-appeal-the-north-face-merrell (Accessed: 15 April 2024)
IMAGE REFERENCE
Albert, S (2024) 20 trees and shrubs with decorative bark, Harvest to Table Available at: https://harvesttotable com/20-trees-and-shrubs-with-decorative-bark/ (Accessed: 15 April 2024)
Chow, A (2022) The North Face Urban Exploration Launches SS22 ‘urban traverse’ capsule, Hypebeast Available at: https://hypebeast com/2022/3/the-north-face-urban-exploration-spring-summer-2022-urban-traverse-lookbook (Accessed: 15 April 2024).
Great Guns London (2023) The North Face Praises Natural Serenity Amidst City Frenzy in Poetic Campaign, lbbonline.com. Available at: https://lbbonline.com/news/the-north-face-praises-natural-serenity-amidst-city-frenzy-inpoetic-campaign/ (Accessed: 14 April 2024)
Hinkins, A (2022) ROA debuts its apparel line for Fall/Winter 2022, eye C Available at: https://www eyecmag com/news/2022/2/14/roa-debuts-its-apparel-line-for-fallwinter-2022 (Accessed: 15 April 2024)
Hoye, M. (2017) Hyke reveals it’s collaboration with the north face during Tokyo fashion week, eye C. Available at: https://www.eyecmag.com/news/2017/10/19/hyke-reveals-its-collaboration-with-the-north-face-during-tokyofashion-week (Accessed: 15 April 2024).
KIM , S (2023) The North Face and fred & farid Shanghai use AI to turn recent 100 reasons campaign into 10,000, Campaign Brief Asia Available at: https://campaignbriefasia com/2023/07/06/the-north-face-and-fred-faridshanghai-use-ai-to-turn-recent-100-reasons-campaign-into-10000/ (Accessed: 15 April 2024)
THE NORTH FACE (2024) THE NORTH FACE, Facebook Available at: https://m facebook com/photo php? fbid=802937138537709&set=a.665103108987780&type=3 (Accessed: 15 April 2024).
NYC Parks (2024) Learning hub: How to identify trees beyond the leaves: NYC parks, nycgovparks.org. Available at: https://www nycgovparks org/learn/trees-and-plants/how-to-identify-trees-beyond-the-leaves (Accessed: 15 April 2024)
ROA (2024) Perforated shirt, ROA Available at: https://www roa-hiking com/en-gb/products/roa-clothing-perforatedshirt-black-j277268?variant=47460183998796 (Accessed: 15 April 2024)
Roadsendnaturalist (2017) Barking up the right tree – part 2, Roads End Naturalist. Available at: https://roadsendnaturalist.com/2017/03/03/barking-up-the-right-tree-part-2/ (Accessed: 15 April 2024).
Pauly, A (2020) The North Face Urban exploration launches new SS20 capsule collection, ‘lemon’, Hypebae Available at: https://hypebae com/2020/3/the-north-face-urban-exploration-spring-summer-lemon-capsulecollection-coat-bag-shirt-release (Accessed: 15 April 2024)
Salomon (2024) Outline 3L Gore-Tex - men’s shell jacket, Salomon Available at: https://www salomon com/engb/shop-emea/product/outline-3l-gore-tex-lc12846 html#color=88005 (Accessed: 15 April 2024)
Shopstyle (2024) The north face thermoball insulated traction mules in stone and black - Shopstyle Boots, ShopStyle. Available at: https://www.shopstyle.co.uk/g/men/the-north-face/thermoball-insulated-traction-mules-instone-and-black/991833765 (Accessed: 14 April 2024)
Silbert, J (2019) First look: Hyke X the north face FW19 collection, Hypebeast Available at: https://hypebeast com/2019/3/hyke-the-north-face-fall-winter-2019-runway-collection-collaboration (Accessed: 15 April 2024)
Silbert, J. (2021) We need Wytze’s north face Puffer Vest by Yesterday, Highsnobiety. Available at: https://www.highsnobiety.com/p/wytze-the-north-face/ (Accessed: 15 April 2024).
