The North Face target audience

The North Face company excels in their positioning as the top company for heavy duty outdoor apparel. The attraction to the brand came from the popularity of The North Face products. Many people use their products, despite the weather conditions. The company was founded in 1966 in San Francisco's North beach. The company became known as a high quality outdoors equipment retailer in 1968 specializing in in climbing and backpacking equipment. They have made themselves a target destination with their specialty products. They have good brand image, especially for active young adults.

Despite being well-known, The North Face has some marketing deficiencies. For instance, the company lacks available stores. They could potentially increase their brand awareness if they decide to open more locations. The North Face also does not market heavily through social media. However, compared to other companies in their industry, The North Face delivers the most quality unique products. In 2013, they made two billion dollars, while their closest challenger, Patagonia, five-hundred and seventy million dollars. Although many consider it a performance performance brand, The North Face is perceived as a fashion brand as well.

The primary focus of this project is to create a new marketing plan by using proper timing and better location. Promoting at public events, such as local marathons or even the 2018 Winter Olympics, allows The North Face to target those interested in outdoor activities. The winter alone is an excellent marketing timeframe for The North Face. Also public spending has also increased in the past few years. During this improving economy, the company should take advantage of the marketing opportunities for this winter. The chapters that we will use for our primary focus is chapter five: Retail Market Strategy. We will provide emphasis on immediate competitive advantage by utilizing the best time and location for marketing.

Strengths that The North Face has been known for is their premium quality products that are made to last a lifetime. One of the reasons why their products is expensive is because it is made from durable material. They have included lifetime warranty,as a testament to their good customer service in online and retail stores. The North Face is also highly innovative when it comes to designing and implementing new products.

One of the weaknesses that The North Face has is their high retail prices. These rates may stray away customers who are not aware of the premium quality. Another weakness is minimal store locations to shop exclusively for The North Face products. The last weakness is The North Face’s low involvement in social media marketing. They could further improve their marketing by increasing online activity to reach out to their followers.

One opportunity that The North Face has is winter seasons. El Nino alone promises heavy rain and snow this coming winter. The demand for cold weather clothing and gear will increase. Winter seasons can also provide sponsorship opportunities at many public events such as: marathons and the 2018 Winter Olympics. This can create public awareness in the appropriate market segments. Another opportunity for The North Face is the improving economy. As the economy grows, people are more willing to spend on leisure items.

Some threats that The North Face may encounter is competitors like Columbia selling similar but less expensive products. Those not familiar with the The North Face brand may overlook their products because of the price tag. A change in fashions trends may also shift people away from the North Face gear. Colors and patterns may come and go as people's tastes change.