The Beginning 3
Product/ Service Offering4
Where has The North Face been?4
Where is The North Face now?5
What is The North Face’s Future?6
Immediate Industry Analysis9
Financial Ratio Analysis10
The North Face, part of the Vanity Fair Corporation, was founded in 1966 and opened its first retail store in 1968. The company, located in San Leandro, California, brings the most technically advanced products in the market to accomplished mountaineers, climbers, skiers and explorers. The majority of the company’s products are sold in premium sporting goods retailers, and specialty backpacking, mountaineering, and skiing retailers. The North Face provides gear for professional and amateur athletes and enthusiasts using high-quality, technical outerwear. This company also sponsors major events to maintain and even increase its public profile. In 2010, The North Face sponsored the Ski Challenge, the Ultra Trail du Mont Blanc in France and the Lava redo Ultra Trail in the Italian Dolomite Mountains (Kennedy, 2012). The North Face has very stiff competition from well known companies such as Columbia Sportswear, and Patagonia. However they have fascinating state of the art technology to distance themselves from their competitors. Despite The North Face filing for bankruptcy in the late 90s, profits have risen by 37 percent the past year. This is mostly because of the popularity of the brand in Asia and its sponsorship for the Winter X-Games. It has earned a reputation as the ultimate, authentic outdoor brand. Their slogan “Never Stop Exploring,” has become popular amongst all athletes and outdoor enthusiasts. This outdoor apparel powerhouse has a very large and loyal fan base, and the demand for outdoor apparel is on the rise. In North America, performance outdoor apparel has grown 19% from 2004 to 2010. This trend is supposed to continue for at least another five years. As The North Face has been creating products with great quality and endurance, they plan to focus toward a greener supply chain and operations. Partnering with the blue sign sustainability standard for textile production, will help separate The North Face from their main market competitors Columbia Sportswear, and Patagonia. By looking at financial records, The North Face surpasses its second largest competitor, Columbia Sportswear, proving that it is the best in the industry. The North Face is named after the coldest most unforgiving side of a mountain, and has helped explorers reach unbelievable heights in the Himalayas. This remarkably powerful corporation is going to continue to design and provide the best for all outdoor enthusiasts, remaining on top for years to come.
The North Face was chosen due to its involvement in both the sport and recreation fields. Their mission statement is “Never Stop Exploring”. Their vision statement as a business is “Our passion is beyond setting records and achieving fame. For us, it's all about changing lives, not just our lives, but also, the lives of those people who inspire us to aim for extraordinary dreams” (Over 40 Years of Innovation and Exploration, 2012). For more than 40 years, The North Face has been distributing an extensive line of performance apparel, equipment, and footwear. The company’s purpose is to push the boundaries of innovation so their customers can push the boundaries of exploration (Over 40 Years of Innovation and Exploration, 2012). The North Face is extremely proud to be the first choice of equipment and apparel for the world’s most accomplished climbers, explorers, and winter sport enthusiasts. In 1966, Douglas Tompkins and Kenneth Klopp founded The North Face in San Francisco’ North Beach neighborhood. They chose this name of their equipment...