The North Face - Brand Identity & Analysis

The North Face MINDMAP

Neoprene

Leggings Sweatpants

Lycra

Trainers

Polyester

Hoodie

Sportswear fabrics

Athleisure

Sportswear-inspired fashion

Fashion Outdoor lifestyle Functional wear Technology Ergonomic design Quick dry fabric Water-repellent/waterproof fabric

Durability Windstopper

Outdoor athletes Mountaineers Skiers Climbers

Outdoor leisure activities Camping

Lightweight insulation Thermal clothing Down filled products

Wildlife safari exploring Trekking Hiking

MOODBOARD

THE NORTH FACE - LOCATION LONDON REGENT ST. FLAGSHIP STORE

Located at the most popular shopping district, this store is appointed as the flagship store in London. However, I could not help but feel disappointed with my visit.

The location is not ideal. While the store is just a 5-minute distance from the Oxford Circus Underground station, the majority of high street fashion brands are located at Oxford Street and Carnaby Street. This discourages shoppers to visit the store since there are more shops on the other sides of the station exit.

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THE NORTH FACE - WINDOW DISPLAY

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LONDON REGENT ST. FLAGSHIP STORE

The overall visual presentation in the windows is in desperate need of improvement. Most of the mannequins [1] & [2] in the windows cannot even be seen clearly from across the street after sunset, because of the lack of lighting. The misuse of font in [5] (It’s been everywhere you want to go) creates disharmony in the design, making the windows appear less appealing. Furthermore, the large space of [3] should be utilised properly, for example, sale items can be placed to show customers what products they can expect to see in the store.

However, the large screen [4] demonstrates the use of technology with attractive visual effects. This proves the brand’s innovativeness is on par with its products.

[4]

[5]

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[2]

[3]

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THE NORTH FACE - STORE LAYOUT LONDON REGENT ST. FLAGSHIP STORE

Considering its unbelievably small store size for a flagship store, the spaciousness and possible layout plans are limited. This leads to the inconsiderate imbalance between merchandise display and traffic flow, thus reducing shoppers’ motive to remain in the store to spend.

The store, however, is packed with a considerable amount design elements. Firstly, the mannequin in red jacket placed in the middle of the store [1] acts as the highlight and sale indication, as the colour echoes with the red sale signs and tags. Secondly, the store is furnished in modern style [1], [2] & [3] which matches its aim to provide athletes innovative gears for their journey. Thirdly, some of the merchandise is well-promoted with appropriate photography and graphic details to look professional [4] & [5] (the Summit Series equipment).

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THE NORTH FACE LONDON EARLHAM ST. POP UP STORE

Located at the retail paradise of Covent Garden, the black and white logo is a good sign that I will find my second visit to a North Face store in London worthwhile.

Unlike the Regent St store, this pop up store, in fact, has only half the space to display merchandise. Yet, it feels more spacious with the well-organised, clean store layout.

The collection of products are carefully selected. An exclusive collection from the Japanese defusion line is also available, in which, when compared to their own collection, the Japanese products are designed more towards the youth market with smooth lines and simple, clean silhouettes.

LIFESTYLE BRANDING Nowadays, lifestyle branding is a buzzword for fashion brands, where many have adapted this marketing strategy. Experience matters in our lives, we pursue a lifestyle that expresses our self-identities. Lifestyle brands can provide consumers an emotional attachment to a referable lifestyle. “Despite being the first store in the whole of Europe equipped entirely with lifestyle clothing, the range stays true to the long lasting ethos of exploration.� The opening of this pop up store marks a significant step of The North Face attempting to reposition itself as a brand and to expand its marketshare in the fashion market.

THE NORTH FACE STANDARD is a collaboration with The North Face brand in Japan and nanamica. Started in 2003 by Eiichiro Homma and his friend, this diffusion line is available only in Japan.

The brand modifies outdoor clothing which has The North Face design heritage and functionally developed fabrics with urban, modern elements.

I have visited both stores in Harajuku and Tamagawa in June 2016. Not only did the spectacular design of garments and other products blew my mind, the interior design of the shops were surprising and really showed the concept of the brand.

T H E N ORT H FACE STA ND A R D Ta m a g a wa

二子玉川

The design of the stores combine solid, cold concrete with pure, warm wood, forming a harmonious, contemporary environment.

Personally I prefer the Tamagawa store over the Shibuya one. The reason being, the Tamagawa store has more substantial space for customers to move around and pay more attention to the displayed products and the thoughtful arrangement of furnitures and decoration without having to be clogged with other customers in a limited space. As an ordinary customer, a comfortable, well-designed environment will of course increase my desire to shop.

Another worth noting setup of the store is the tent-like fitting room [1]. This special arrangement greatly enhances the outdoor lifestyle experience.

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T H E N ORT H FACE STA ND A R D Shi buya

渋 谷区神宮前

TH E N OR TH F A C E P UR P LE LA B EL AW 1 6

PERFORMANCE

POSITIONING MAP

PRICE

PRICE

FASHION

THREATS The main threat for The North Face is the highly competitive sportswear market. Direct competitors like Columbia offers similar products at lower price, which customers may find it more affordable.

Secondary competitors, for example, Adidas is more successful at advertising and delivering its strong brand image to the youth market. The Y-3 fusion line launched with Japanese designer Yohji Yamamoto blurs the boundaries of sportswear and high-end fashion, which helps Adidas to position itself as a stylish, fashionable brand in the sportswear market, in order to reach more potential customers. Counterfeit products from Asia can also potentially cause negative impact on brand identity and image.

The youth market with its growing purchasing power needs to be reckoned with. The athleisure trend has been profitable for successful sportswear brands such as Nike and Adidas, where more customers put on their products because of it being a fashion style. The North Face can recruit influential people to be the brand’s new face, collaborate and advertise on social media platforms, such as Twitter and Instagram. A recent and successful example would be the collabration, the Fenty Collection, between Puma and Rihanna. This can easily attract fans and followers, mostly young adults, to purchase the promoted merchandise since it features someone they respect and adore.

The North Face faces problems withholding the brand’s advancement. The majority of its products are professional and functional sportswear and gears, where a niche market is formed and disallows the brand to reach individuals who are less enthusiastic about sports. Another obstacle is that the brand’s development focus does not match with the public’s interest. While the brand is renowned for its innovation and sustainability, these aspects are not the major consideration for customers.

Instead, quality and price are more relevant for making a purchase.

As a subsidiary of the VF Corporation, The North Face gains benefits and support brought by the holding company. For example, the production and operation scales are expanded while costs are reduced. Merchandise of the brand can be purchased in multiple ways: online shop, retail stores, department stores and outdoor apparel shops. The North Face apparel lines include outerwear, sportswear and sports gear. The variety of products enables the brand to reach a larger target market and increase revenue. .

OPPORTUNITIES

WEAKNESSES

STRENGTHS

SWOT ANALYSIS

VS

LOGO DESIGN CONCEPT Taking forms from my favourite The North Face product, the dome camping tent, hexagon represents the innovative aspect and triangle resembles the shape of Himalaya mountain. The logo should be modern and clean, so that customers can easily recognise it.