• Innovative materials within current range
- Current range features GORE-TEX (Expanded polyethene membrane technology) which is durably waterproof, breathable and windproof.
- Futurelight™ using nanospun polyurethane fibre structures to produce breathable-waterproof technology. (The North Face, 2024)
• Products are Durable
• On trend colours
- Wide range of colour-ways within store
• Wide range of options
• One of each size merchandising instore to assist easy selection
• Policy includes sustainability goals
• The North Face can tap into high fashion as #thegreatoutdoors becomes key for AW24/25 runway, allowing them to appeal to a wider market
• WGSN (2024) CIFF AW24/25 outlines the Après Ski trend is on the rise
- This will inspire customers to shop outerwear brands for lifestyle pieces with ski-inspired aesthetics. This is a perfect opportunity for The North Face as they are already known for having a Snow Sport range.
• WGSN (2024) Core item update for AW24/25 predicts puffer jackets will be rejuvenated through statement pockets. Being one of The North Faces best sellers it is vital they stay current with their puffer jackets.
• Gilets are on the rise for AW24/25 as a layering piece, with functionality being essential through utility details (WGSN, 2023)
• Milan Fashion week indicated contemporary quilting as an emerging trend as surfaces become key for the season. (WGSN, 2024)
• WGSN Key colours include winter brights and berry tones
Circular Garments
Only a small amount of their current collection is made of recycled materials despite their brand image being highly sustainable
• Focus more on quality over fashion-ability
- Their target customer is someone who values trends over practicality, therefore they should focus more on staying on trend to increase revenue.
• High Price Point
- The North Face products are priced higher than many competitors, this could lead to target market resorting to second hand online platforms or lower priced brands.
• Business depends on climate
- The North Face High Cross store noticeably lacks atmosphere and is very quiet, due to the fact it is currently spring/summer, therefore people are less inclined to buy outerwear products.
• Competitors
– Patagonia offers high quality similar garments; this threatens The North Faces market share.
• Market Saturation
- The outerwear market is highly saturated with competitors, to stay current The North Face must develop strong USPs through innovation and trends.
• New technologies developed by competitors
• Failing to maximise ‘youth culture’ of puffer jacket could see competitors capitalise on this market segment.
• Potential to ailienate customers who like technical outerwear due to youth culture associations (need a balance)
1. T-Shirt
2. Ski Pants
BOSS
Buck Mason
Moncler
Moncler
Todd Snyder H&M
Gorsuch
Rains
MSGM
Straight Hem Fine Twin Needle Stitch
Water Based Rubberised Screen Print
100% Recycled Single Jersey Fabric
Zip pocket with secure inner media pocket
Customizable waist design with adjustable side straps and stretchy waist band
Belt loops for comfort fit and optional suspender attachment
Back zip opening for easy access to Ski Boot
Ribbed elastic boot cuff to enhance comfort and warmth
Plush Fabric items remain key in AW24/25 as #TheGreatOutdoors warns a leading trend (WGSN, 2024)
Arm zip pocket caters to elevated utility trend juxtaposing smarter looks with utilitarian pieces (WGSN, 2024)
Statement Pockets bring newness to puffer jackets in AW/24/25 (WGSN, 2024)
Encased Elastic Cuffs with adjustable Velcro tabs to lock in warmth
Attached 3 panel hood stowed in collar under zipper
Embroidered logo (front left chest and back)
All over rubberized print inspired by cabin core aesthetic patterns (WGSN, 2024)
Contemporary Quilting highlighted as an emerging trend for AW24/25 (WGSN, 2024). The small quilting sections stabilize insulation.
SWOT
Boaler, N. (2023). WGSN Login. [online] www.wgsn.com. Available at: https://www.wgsn.com/fashion/article/64492126114d98d8686592da.
Isaac, I. (2023). WGSN Login. [online] www.wgsn.com. Available at: https://www.wgsn.com/fashion/article/65a85392fe06e6ee70bcfbc4.
Isaac, I. (2024). WGSN - Log in. [online] www.wgsn.com. Available at: https://www.wgsn.com/fashion/article/65c4f047886d1fa85c1b5742#page2 [Accessed 14 Mar. 2024].
Tutton, L. (2024). WGSN Login. [online] www.wgsn.com. Available at: https://www.wgsn.com/fashion/article/65ae69cdfe06e6ee70d6dc6b. www.thenorthface.co.uk. (n.d.). Technologies. [online] Available at: https://www.thenorthface.co.uk/en_gb/innovation/technologies.html [Accessed 14 Mar. 2024].