1. 1
The North
Face:
Backpacks
A Creative Brief
Prepared by Allison Mcleay, Hannah Hall, and Madi Schulz
Photos: (thenorthface.com; images.clipartpanda.com)

2. 2
EXECUTIVE SUMMARY:
The North Face brand prides itself on its outdoors apparel and merchandise
(“The North Face Brand,” 2014). Its backpacks have many different compartments and
features, along with a lifetime warranty that make itself very competitive in the industry
(“Women’s Borealis Backpack,” 2014).
The North Face sells a lot of product to normal, run of the mill individuals, but it
markets itself to extreme athletes (Tugend, 2014). The North Face’s top competitors
are Patagonia, Columbia, and JanSport. Although JanSport stands alone in its
backpacks marketed to students, Patagonia and Columbia are similar to the North Face
in the fact that they are all marketed to athletes who spend a lot of time outdoors.
The
North
Face,
Never
Stop
Exploring
Ad,
2014

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TABLE OF CONTENTS:
BACKGROUND INFORMATION: PAGE 4
TARGET AUDIENCE: PAGE 5-6
FEATURES AND BENEFITS: PAGE 6-7
CURRENT BRAND IMAGE: PAGE 8
DESIRED BRAND IMAGE: PAGE 8-9
DIRECT COMPETITORS: PAGE 9-10
INDIRECT COMPETITORS: PAGE 10
ADVERTISING GOAL: PAGE 10
STRATEGIC MESSAGE: PAGE 10
REFERENCES: PAGE 11

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BACKGROUND INFORMATION
As a company prided on their high
quality mountain, skiing, and outdoor training
gear, The North Face has been consistently
motivating people to go on adventures by
presenting them with the gear to do so (The
North Face: Our Story, 2014). The North Face
was one of the first high quality brands for
the outdoor and recreational use category.
Including many popular products, such as
[“The North Face Brand,] 2014)
the Borealis Backpack, the North Face is one of the top contenders in the outdoors
apparel category. (Burton, 2012) The North Faces’ lifetime guarantee shows the high
quality and standard that the North Face guarantees in their products (“Women’s
Borealis Backpack,” 2014). As all climbers know the wall facing the most northern point
is the most challenging part to an assent, the North Face makes each challenge seem
more exciting than impossible, especially with the right gear.
The North face was created in 1965 by adventure enthusiast, with the
development of the backpacking equipment (beginning with the Ruthsack) in 1969.
(“The North Face: Our Story,” 2014). The backpacks expanded into specific kinds such
as the best selling North Face Borealis. The Borealis has two large pockets for personal
use, along with bungee cords to latch on additional outdoor gear. From back panels to
sternum and hip straps, mesh water bottle pockets to back panels, the North Face
knows the correct high quality material of specific polyester and nylon after testing
these products on professional athletes over the years (“Women’s Borealis Backpack,”
2014).
The North Face Borealis backpack can be seen in situations from students
walking to class to the top mountaineers out on adventures. The Borealis backpack,
currently offered at $89.00, comes with multiple colors and useful features. The North
Face brand can be purchased online at thenorthface.com, or in many sports retail
stores. (“The North Face,” 2014;“Women’s Borealis Backpack,” 2014).
In product reviews for the North Face Borealis Backpack, customers raved about
the size, storage compartments, convenience, and looks of the backpack (“Woman’s
Borealis Backpack, 2014). Quoting one customer, they said “this is probably the best
purchase I've ever made! The quality is great and I know it will last forever!” (2014).

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TARGET AUDIENCE
Research has shown that men outnumber women two to one in
outdoor activities. (Outdoor Industry Association & Sporting Goods
Manufacturing Association, 1997). This gender difference comes from
men being more willing to spend money on products, such as backpacks, with
reflective and waterproof gear. On the other hand, women focus more on comfort and
style when it comes to their fitness apparel and equipment (Dunbard, Hyllgard, and
Ogle, 2004). Women have also shown an increase in physical activity and are more
inclined to purchase more expensive products to improve the activity and make
themselves as comfortable as possible (McCune, 1999). This is where the North Face
backpacks, made of specific amounts of nylon and polyester, become vital to being
weather and sweat resistant, along with comfortable on the back for various amounts of
hours (“Women’s Borealis Backpack,” 2014).
Most outdoor enthusiasts are also recorded to have a college education
(Outdoor Industry Association & Sporting Goods Manufacturing Association, 1997).
One third of these enthusiasts report an annual income between $25,000 and $49,999
(1997).
15% of the U.S. population cares about their purchases when it comes to being
environmentally friendly. The North Face’s advocacy projects, such as Global Giving,
would attract customers with such values (Dunbar, Hyllegard, Ogle, 2004).
The North Face creates their backpacks products specifically for athletes who
endure the harshest climates. Therefore, the North face is constantly promoting
outdoor exploration and conservation of nature in projects such as Planet Explore
(“The North Face: Our Story”, 2014).
Through the production of the North Face backpacks and other materials, the
North Face promotes people of all ages to get out and get moving by supplying the
best products to assist people in doing so (“The North Face,” 2014).
As a growing trend in American, fitness apparel has become an everyday closet
essential. states that 38% of Americans buy fitness apparel for the mere fact of wearing
it casually. This brings the consumer and the customer to the more specific details of
comfort (69%), durability (42%), and function (31%).
In regards to North face, the specific target audience has not changed from the
beginning. In an article published on November 16, 2013, the “New York Times”
explains how the company has divided the marketing into 4 main divisions: hiking,
trekking, running, and snow sports and youth (2013). North Face President, Todd
Spaletto, is aware how his product is used, perhaps by the every day citizen but yet,
still chooses to focus on the extreme mountain gear necessities. “We like that there’s
greater adoption of our brand, but that’s not our focus,”Spaletto said (Tugend, 2013).

6. Even with college girls and mid age mothers buying their products, North Face has
stuck to their image. Even after being bought by VF in 2000, The North Face has
continued to increase its revenue from to improve quality and style to continue
improving conditions for competitive athletes. Photo: (The North Face Hikers, 2014)
6
FEATURES AND BENEFITS
North Face Backpack Durable and functional backpack from national brand that
makes sports wear
Large Main Compartment Plenty of room for laptops, books or whatever your purpose
of traveling entails
Back Panel Comfortable back panel and PE sheet for extra back support
Secondary Compartment Another mid sized pocket for smaller storage
Mesh Side Water Bottle
Pockets
Side water pocket is mesh to allow for drainage if there is a
spill
Removable Sternum and
Hip Straps
For Intense backpacking or extra support, the straps will hold
the back pack more securely to the body
Front Stash Pocket The smallest ad easiest access pocket for smallest items. For
example: Keys, phone, wallet
Lifetime Warranty These backpacks come with a lifetime warranty

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High Quality Meant for long term and durable use in many different
atmospheres
(“Women’s Borealis Backpack,” 2014)
THE NORTH FACE: BACKPACKS
FEATURES
“Front stash pocket”
“Mesh side water bottle pockets”
“Comfortable, padded Chemise back
panel with Spine Channel and PE sheet for
extra back support”
“Winged, stowable hipbelt”
“Removable sternum strap”
(“Women’s Borealis Backpack,” 2014) (“Women’s Borealis Backpack,” 2014)
“Secondary compartment with
organization”
“Large main compartment with
laptop sleeve, tablet sleeve and
hydration port”
(“Women’s Borealis Backpack,” 2014) (“Women’s Borealis Backpack,” 2014)

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CURRENT BRAND IMAGE
The current brand image of the North Face
backpack’s, and the North Face in general, is one of
a well-made, successful brand that puts emphasis
on the outdoors. This brand image is reinforced
with the North Face’s various ad campaigns.
Specifically, a recent North Face commercial (“The
North Face: Your Land.” 2014) features various
people on the mountain tops skiing, hiking, and
[The
North
Face,
This
Land
is
your
land
Commercial
Image]
2014.
running, and in general doing various outdoor activities. They are all smiling while
“This Land is Your Land” plays in the background. The newest ad campaign, “the
largest in company history” (Rodriguez, 2014) was aimed to “connect with people
emotionally about the idea of exploration,” according to Aaron Carpenter, the VP of
global marketing at the North Face (Rodriguez, 2014). As the overall message of the
North Face is one that has been around since the founding of the company, (“The
North Face: Our Story,” 2014) it is one that should be maintained.
DESIRED BRAND IMAGE
The desired brand image for the North Face
backpacks is generally the same as the current brand
image. This is apparent because the new
advertisement for the North Face brand, the one
entitled “Your Land” (Rodriguez, 2014) came out in
2014 and highlights the desired image that the North
Face wishes to portray. As previously mentioned, the
[Combined
Image,
the
North
Face
Brand],
2014
North Face wishes for its customer to think of itself as a high quality outdoor gear
manufacturer, and it wishes to encourage its customers to explore (“The North Face:
Our Story,”2014).
The only image that could be changed is in how the North Face markets their
backpacks to students. Although there are plenty of ads pertaining to their use for
hiking and camping, there really are not any ads that have to due specifically with using
the backpacks for books. There is evidence that many use the backpacks from the
reviews under the Women’s Borealis Backpack (“Women’s Borealis Backpack” 2014).
There are multiple reviews stating how women either own this backpack for college, or
it’s a mother. For example, one customer (2014) writes:

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It was exactly what I needed for school. Has plenty of room for my laptop,
binders, and textbook. It's not too bulky, which I like. It's very comfortable
for your shoulders also.
This quote is followed by many of its type, and illuminates how the North Face should
perhaps allow more funds for branding into education, so when customers think of a
brand for backpacks for school, they can first think of the North Face, perhaps not
some of the other competitors.
DIRECT COMPETITORS
The North Face has three director competitors, as a brand as a whole and also
as smaller sector as a backpack producer. These competitors include, Patagonia,
Columbia, and JanSport.
Patagonia is a well-known outdoor apparel manufacturer
similar to the North Face. Patagonia emphasizes their
environmental image, guaranteeing their products are
“produced under safe, fair, legal, and humane working conditions” (“Environmental
and Social Responsibility,” 2014). Patagonia manufactures the Refugio Pack 28L that
comes with a specified laptop case, water bottle pockets, and padded shoulder and
back harness (“Refugio Pack 28-L,” 2014). The multiple pockets and supportive straps
give lots of ways to carry items comfortably in this waterproof pack. This product is sold
at $89.00 (2014). This is a direct competitor in price and quality to North Face
Backpacks.
A well-known name to the sports gear business, Columbia
prides themselves on knowing their product can take the ultimate
test of the outdoors. In a statement from the Columbia website,
they state that all of their products are “tested tough so you can enjoy the outdoors
longer” (2014). They also sell similar backpacks to The North Face such as The Vapor
Ridge Daypack that provides sternum straps, water bottle pockets, compression straps,
and with many internal compartments, not unlike the North Face products (“Vapor
Ridge Daypack,” 2014). Columbia ensures a “water-shedding shell keeps gear dry
while cushioned shoulder straps and foam padded back deliver ultimate comfort and
support” (2014).
JanSport is a different type of brand, although it also owned by
V.F., who also owns the North Face. JanSport states that they are “the
original” (“About Us,” 2014) in backpack manufacturing. Their goal was
to design better backpacks and build their company around it (2014). A
popular backpack is the Right Pack, popularly seen around schools, is sold at $55,

10. 10
much less than the other brands mentioned (“The Right Pack,” 2014). However, the
backpack provides less intricate storage (2014).
Patagonia and Columbia, as stated previously, claim to have consumers
interested in the outdoor experience and its needs, where JanSport is more aimed
towards students.
Photos: (“Patagonia Logo,” “Columbia Logo,” and “JanSport Logo,” 2014)
INDIRECT COMPETITORS
Indirect competitors for North Face backpacks are include other outdoor and fitness
apparel gear that are designed for multipurpose and durable use. Brands include:
DeuterSport, Marmot, Nike, HighSierra, and other sports brands with high quality
features.
ADVERTISING GOAL
The advertising goal for the North Face backpacks is to raise awareness to the
functionality and purpose of the backpacks, as well as enlighten the market audience
to the various purposes of the product.
STRATEGIC MESSAGE
The North Face Borealis backpack is designed to be challenged and withstand harsh
conditions and because of the unique styling has become a top product of students as
well.

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REFERENCES
“About Us.” JanSport. (2014) Retrieved from
http://www.jansport.com/shop/en/jansport-us/content/about-us
Burton, V. and Lazich, R. “Top Outdoor Apparel Makers.” (2012). Retrieved from
http://find.galegroup.com.www2.lib.ku.edu/gdl/retrieve.do?sgHitCountType=N
one&qrySerId=Locale%2528en%252C%252C%2529%253AFQE%253D%2528ke
%252CNone%252C9%2529backpacks%253AAnd%253ALQE%253D%2528UZ%
252CNone%252C3%2529msr%2524&sort=DocTitle&inPS=true&prodId=GDL&u
serGroupName=ksstate_ukans&tabID=T045&searchId=R2&resultListType=RESU
LT_LIST&searchType=AdvancedSearchForm&currentPosition=2&contentSet=AU
&docId=E3762600193&docType=AU
[Columbia Logo.] Electronic Image. Retrieved on December 3, 2014 from http://static-skiingbusiness.
s3.amazonaws.com/files/2011/07/columbia.jpg
“Columbia Sportswear Company.” (2014). Retrieved from http://www.columbia.com
[Combined Image, The North Face Brand, Women’s Matthes Crest 68 Pack.] Electronic
Image. Retrieved on December, 3rd 2014 from
http://www.thenorthface.com/catalog/sc-gear/equipment-daypacks-filter-category-
women-39-s-backpacks/womens-ryholite-backpack.
html?variationId=P4W&variationName=DARK%20EGGPLANT%20PUR
PLE%20/%20GREENWICH%20GREEN
AND http://www.thenorthface.com/catalog/sc-gear/equipment-technical-packs-filter-category-
multi-day-backpacking/women-39-s-matthes-crest-68-
pack.html?variationId=C2G&variationName=ION%20BLUE%20/%20ASPHALT%
20GREY
Dunbar.B., Hyllegard,K.,Ogle,J. “Predicting Patronage Behaviors in a Sustainable Retail
Environment Adding Retail Characteristics and Consumer Lifestyle Orientation
to the Belief-Attitude-Behavior Intention Model.” (September 2004). Retrieved
From: http://eab.sagepub.com/content/36/5/717.abstract
“Environmental and Social Responsibility.” Patagonia. (2014). Retrieved from
http://www.patagonia.com/us/environmentalism

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[JanSport Logo.] Electronic Image. Retrieved on December 3, 2014 from
http://www.mrketplace.com/wp-content/uploads/2010/12/JanSport-logo.jpg
“The North Face.” (2014) Retrieved from http://www.thenorthface.com/en_US/
[The North Face Brand, Never Stop Exploring.] Electronic Image. Retrieved December
3, 2014 from: http://www.fuelyourbranding.com/files/north_face-ad.jpg
[The North Face Hikers] Retrieved on December 3, 2014 from
http://www.iconw.com/fujian/allimg/120415/04245CD3_0.jpg
[
The North Face, Never Stop Exploring Ad]. Electronic Image. 2014. Retrieved on
December 3, 2014 from http://www.inspectorinsight.com/wp-content/
uploads/2012/12/The-North-Face.jpg
“The North Face: Our Story.” (2014) Retrieved from
http://www.thenorthface.com/en_US/our-story-experience/
“The North Face: Your Land.” (2014). Retrieved from
https://www.youtube.com/watch?v=tll-4WONtg0
[The North Face Brand, This Land Commercial Image.] Electronic Image. Retrieved
December 3, 2014 from:
http://static.5by.com/cache/fc/95/fc955ab1d4d8e82c79d654aba431baf2.jpg
[Patagonia Logo].Electronic Image. Retrieved on December 3, 2014 from
http://2.bp.blogspot.com/_WHsrfUCwuuo/TM5Cp3qqsGI/AAAAAAAADGM/VV
WbO0j2zo4/s1600/PATAGONIA.jpg
“Refugio Pack 28-L.” Patagonia. (2014) Retrieved from
http://www.patagonia.com/us/product/refugio-pack-28-liters?p=47911-0
“The Right Pack.” JanSport. (2014). Retrieved from
http://www.jansport.com/shop/en/jansport-us/best-sellers/right-pack-typ7
Tugend, Alicia. “In a North Face Jacket, a Reversible Appeal.” The New York Times.

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(November 16, 2013) Retrieved From:
http://www.nytimes.com/2013/11/17/business/in-a-north-face-jacket-a-reversible-
appeal.html?pagewanted=all
Rodriguez, Ashley. “Watch the Spot: The North Face's Emotional Push to Get People
Outdoors.” 29 October 2014. Retrieved from http://adage.com/article/cmo-strategy/
north-face-s-emotional-push-people-outdoors/295629/
“Vapor Ridge Daypack.” Columbia Sportswear Company. (2014). Retrieved from
http://www.columbia.com/vapor-ridge-daypack-1556381.html
“Women’s Borealis Backpack.” (2014) Retrieved from
http://www.thenorthface.com/catalog/sc-gear/equipment-daypacks-filter-category-
women-39-s-backpacks/women-8217-s-borealis-backpack.
html?variationId=C6X&variationName=TNF%20WHITE%20/%20ELEC
TRO%20CORAL%20ORANGE