The document summarizes research conducted on The North Face brand and its consumers. Research methods included secondary research, surveys, focus groups, and interviews. Key findings include: - The North Face's target consumer is educated, college-aged to middle-aged individuals who value style, technology, and brands. - There are two types of customers - serious outdoor enthusiasts and "brand hitchers" who wear the gear casually. - The North Face is seen as durable, warm, and comfortable but also boring and masculine. - Opportunities exist in targeting families through children's clothing and emphasizing an active lifestyle for all ages.

1. THE NORTH FACE Mariam Shahab, Laura Robertson, Stephanie McKillop, Jessica Schlesinger

4. The Focus Groups

6. In-depth Interviews

9. Consumer’s Perception of The North Face and its Competitors