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C H R I S B O W E R S
N O R M A N F U N G
K I M P H A M
P E R L A S E R R A N O
J E N N I F E R T O
B R I A N Y I P
W H Y
N O R T H
F A C E ?
T H E N O R T H F A C E W A S B U I L T O N A L O V E F O R T H E
O U T D O O R S A N D T H E D E S I R E T O E N A B L E A L L T Y P E S
O F E X P L O R A T I O N , F R O M Y O U R B A C K Y A R D T O T H E
H I M A L A Y A S . O V E R T H E L A S T 5 0 Y E A R S W E ' V E
L I V E D B Y O U R “ T R U E N O R T H , ” T H E B E L I E F T H A T
E X P L O R A T I O N H A S T H E P O W E R T O C H A N G E U S , T O
C H A L L E N G E U S A N D T O H E L P U S S E E T H E W O R L D
F R O M N E W P E R S P E C T I V E S .
M I S S I O N S T A T E M E N T
T A R G E T
M A R K E T
M E N A N D W O M E N
C O L L E G E A N D
P R O F E S S I O N A L S
A G E S 2 4 - 4 5
I N C O M E R A N G E S
F R O M $ 4 0 - $ 6 0 K
H I S T O R Y
S O C I A L
M E D I A
S T R E N G T H S
4 . 6 M I L L I O N L I K E S
O N F A C E B O O K
3 9 0 K F O L L O W E R S
O N T W I T T E R
1 . 8 M I L L I O N
F O L L O W E R S O N
I N S T A G R A M
1 2 9 K S U B S C R I B E R S
A N D 6 2 M I L L I O N
V I E W S O N
Y O U T U B E .
S O C I A L
M E D I A
W E A K N E S S E S
T R A D I T I O N A L
M A R K E T I N G
S T R E N G T H S
T R A D I T I O N A L
M A R K E T I N G
W E A K N E S S E S
I N D U S T R Y
P R I C I N G
T A R G E T A U D I E N C E C O M M U N I T Y
S O C I A L
R E S P O N S I B I L I T Y
C H A P T E R
O F F O C U S
S T R E N G T H S
B R A N D
R E C O G N I T I O N
L A R G E F O C U S O N
P R O D U C T Q U A L I T Y
P O S I T I V E S T O R E
E X P E R I E N C E F O R
C O N S U M E R S
A R R A Y O F
P A R T N E R S H I P S
W I T H R E T A I L E R S
A N D W H O L E S A L E R S
W E A K N E S S
H I G H P R I C E S
L A C K O F
T R A D I T I O N A L
A D V E R T I S I N G
L A C K O F A T H L E T I C
F I E L D A N D
E T H N I C I T Y V A R I E T Y
A P P A R E L
G E N E R A L L Y F O R
W A R M E R C L I M A T E S
O P P O R T U N I T I E S
C U R R E N T
E C O N O M I C C L I M A T E
G L O B A L W A R M I N G I N D O O R F A C I L I T I E S
U S E O F R E C Y C L E D
M A T E R I A L S
T H R E A T S
R I S I N G C O S T O F
R A W M A T E R I A L S
C O M P E T I T O R S C O U N T E R F E I T /
K N O C K O F F S

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The North Face- Brand and SWOT Analysis

  • 1. C H R I S B O W E R S N O R M A N F U N G K I M P H A M P E R L A S E R R A N O J E N N I F E R T O B R I A N Y I P
  • 2. W H Y N O R T H F A C E ?
  • 3. T H E N O R T H F A C E W A S B U I L T O N A L O V E F O R T H E O U T D O O R S A N D T H E D E S I R E T O E N A B L E A L L T Y P E S O F E X P L O R A T I O N , F R O M Y O U R B A C K Y A R D T O T H E H I M A L A Y A S . O V E R T H E L A S T 5 0 Y E A R S W E ' V E L I V E D B Y O U R “ T R U E N O R T H , ” T H E B E L I E F T H A T E X P L O R A T I O N H A S T H E P O W E R T O C H A N G E U S , T O C H A L L E N G E U S A N D T O H E L P U S S E E T H E W O R L D F R O M N E W P E R S P E C T I V E S . M I S S I O N S T A T E M E N T
  • 4. T A R G E T M A R K E T
  • 5. M E N A N D W O M E N C O L L E G E A N D P R O F E S S I O N A L S A G E S 2 4 - 4 5 I N C O M E R A N G E S F R O M $ 4 0 - $ 6 0 K
  • 6. H I S T O R Y
  • 7. S O C I A L M E D I A S T R E N G T H S
  • 8. 4 . 6 M I L L I O N L I K E S O N F A C E B O O K 3 9 0 K F O L L O W E R S O N T W I T T E R 1 . 8 M I L L I O N F O L L O W E R S O N I N S T A G R A M 1 2 9 K S U B S C R I B E R S A N D 6 2 M I L L I O N V I E W S O N Y O U T U B E .
  • 9. S O C I A L M E D I A W E A K N E S S E S
  • 10. T R A D I T I O N A L M A R K E T I N G S T R E N G T H S
  • 11. T R A D I T I O N A L M A R K E T I N G W E A K N E S S E S
  • 12. I N D U S T R Y
  • 13. P R I C I N G T A R G E T A U D I E N C E C O M M U N I T Y S O C I A L R E S P O N S I B I L I T Y
  • 14. C H A P T E R O F F O C U S
  • 15. S T R E N G T H S
  • 16. B R A N D R E C O G N I T I O N L A R G E F O C U S O N P R O D U C T Q U A L I T Y P O S I T I V E S T O R E E X P E R I E N C E F O R C O N S U M E R S A R R A Y O F P A R T N E R S H I P S W I T H R E T A I L E R S A N D W H O L E S A L E R S
  • 17. W E A K N E S S
  • 18. H I G H P R I C E S L A C K O F T R A D I T I O N A L A D V E R T I S I N G L A C K O F A T H L E T I C F I E L D A N D E T H N I C I T Y V A R I E T Y A P P A R E L G E N E R A L L Y F O R W A R M E R C L I M A T E S
  • 19. O P P O R T U N I T I E S
  • 20. C U R R E N T E C O N O M I C C L I M A T E G L O B A L W A R M I N G I N D O O R F A C I L I T I E S U S E O F R E C Y C L E D M A T E R I A L S
  • 21. T H R E A T S
  • 22. R I S I N G C O S T O F R A W M A T E R I A L S C O M P E T I T O R S C O U N T E R F E I T / K N O C K O F F S