The North Face 6 Month Buying Plan

6 Month Buying Plan

Table of Contents

part 1

Company Profile Mission Company//Store Overview Customer Profiles

part 2 Market Place

Competitors

SWOT Analysis Current Trends

part 3

Buying Plan

Six Month Buying Plan

part 4

Seattle Store Atlanta Store Assortment Plans

Closing Notes Risk//Opportunities Sources of Information

NEVER STOP EXPLORING

“Our passion is beyond setting records and achieving fame. For us, it’s all about changing lives, not just our lives, but also, the lives of those people who inspire us to aim for extraordinary dreams.”

The North Face is the largest Outdoor & Action Sports brand division of The Vanity Fair Corp. They produce performance-based apparel, outerwear, sportswear, and footwear for men, women and children. “At the heart of The North Face is a mission to inspire a global movement of outdoor exploration and conservation�

- Tod Spaletto

180

VF operated stores

400+

independently operated stores

60

US stores

20

Outlet stores Majority of these are located in the north east and west corners of the US

The North Face Customer Thinkers

Makers

• Plan, research, and • Have strong outdoor consider before they act interests • Are financially established • Want to protect what they • Use technology in perceive to be theirs functional ways • Want to own land • Buy proven products

Experiencers • Love physical activity (are sensation seeking) • Are spontaneous • See themselves as very sociable • Go against the current mainstream

Sean Chamberlin 30 years old Environmental Lawyer • Enjoys extreme skiing, traveling, protecting the environment • Drives a BMW i8 Hybrid plug-in • From Vancouver, British Columbia • Works on Wall Street • Lives alone in a studio loft in Manhattan • Favorite beer: Wookey Jack Unfiltered Black Rye IPA

“For me skiing is a physical necessity, I have a need for risk and an urge to be one with the outdoors.”

Christina Ortiz 26 years old Natural Resource Specialist • Bachelors in Environmental Science • Minor in sustainability • From Portland, Oregon • Enjoys hiking and rock climbing • Lives in an apartment with her roommate • Walking is her main mode of transportation • Favorite book: Scarlet Letter

“Our responsibility as humans is to serve and protect the world we live in.”

Mr. & Mrs. Cooper Mid 30’s Couple She is a group fitness instructor and he is the CFO for Whole Foods Market • Live in Austin, Texas • 4 time competitors in the couple’s triathlon • Live in a three bedroom house in the suburbs • Vegan • Drive a Nissan Leaf • No children

“The key to a lasting relationship is finding something you both love and are passionate about, and doing it together”

COMPETITORS

“Build the best product, do unnecessary harm…”

Target Market • Slightly older than the North Face • Target lovers of the environment and serious about the outdoors Store Environment • Woodsy with an authentic outdoor feel

“Anyone can enjoy the outdoors” Target Market • Casual outdoor enthusiast • Target the “family guy” rather than the elite athlete • Cater to a broader crowd Store Environment • Outdoor company that looks and feels most like a department store

“If you have a body, you’re and athlete” Target Market • Mainstream athletic crowd • Younger trendy demographic • Athletic competitors Store Environment • Categorized by sport and have a sporty/industrial atmosphere

Color//Print Trends Tropical Teal

Geranium

C 95

C2

R4 G 75 B 95

R 234

M 61

G 75

Y 46

B 95

K 29

Reflective Geometric Patterns

Blue Indigo

R 47

M 86

G 46

Y 54

B 124

K0

Composite Marls

C 100 M 100 Y 16 K5

Technology Trends Smart Clothes Clothing technology that changes it’s thermal properties in order to adapt your body temperature and environmental surroundings.

Project Jacquard Using Jacqard yarn, designers have incorporated a touch and gesture interactivity into any textile using sensor grids.

Lifestyle Trends

Sales figures present a fairly compelling reason why retailers are launching new workout lines. In the United States, workout apparel has been trending up in the past three years, and sales jumped 7 percent between July 2013 and June 2014, according to data from The NPD Group. Additionally, activewear accounted for $33.7 billion in sales and made up 16% of the apparel market.

6 Month Buying Plan

Seattle

Atlanta

Assortment Plan

Risk or Opportunity This buying plan allows room for growth within The North Face company. Based on color and pattern trends, lifestyle trends and technology trends, the market for The North Face is ever expanding.

With the growing movement of the athleisure and wearable technology, we see an opportunity to increase sales in the women’s jackets, vests, and tops section at the North Face. They are continuing to focus on upcoming color/pattern trends and promoting the extreme lifestyle to never stop exploring. These new trends will catch the customers attention and allow them to continue to stay the leading outdoor extreme sports brand.