The North Face is launching a new campaign in 2015 to address declining market share. Research found their target audience appreciates quality that allows enjoyable outdoor time with others but is unaware of TNF's product testing. The solution is to focus on affluent, casual outdoor enthusiasts and highlight TNF's premium quality as the difference between a good and great outdoor experience, empowering consumers to escape with loved ones. Ignite's immersive approach and creative concepts emphasizing truth, humanity and quality aim to halt market share declines and increase direct-to-consumer sales. Success will be measured by increased brand perception, market share and online/store revenue.

1. The North Face
Blazing a new trail in 2015
presented by:

2. Our Trail Markers
• About ignite
• Snapshot: The North Face
• The Situation
• The Problem
• The Target
• The Solution

3. Lynn’s slide
The IGNITE Difference
immersion Team

4. Lynn’s slide
Approach

5. About TNF: Humble Beginnings
1966 Founded in San Francisco as a retail store to help skiers, serious
climbers, and campers find quality backpacks and equipment.
1968 Invented the concept of backpacking.
http://www.ehow.com/about_5485115_north-face-company-history.html
http://www.supercompressor.com/gear/north-face-history-11-facts-and-trivia-about-the- Helens slide

6. About TNF
Today , TNF has 89 retail stores in the US
and is also sold through specialty outdoor
stores and premium sportings goods stores
Online sales account for 5% of all sales.
⅔ of sales are US
It also has lucrative lifestyle and leisure
markets that cater to people who
are drawn to “Wildnerness Chic.”
http://www.supercompressor.com/gear/north-face-history-11-facts-and-trivia-about-the-band
http://www.thenorthface.com/en_US/north-face-retail-store-locator/
http://www.reuters.com/finance/stocks/companyProfile?symbol=VFC Helens slide

7. The Business Situation

8. Category Overview
Outerwear = Fleece, jackets, vests, pants, hats & accessories
Keith’s slide
Fast-growing segment of
apparel sector overall
• Sales increased 9% to $2.2
billion in 2013*
• Total apparel sales increased
1% to $206.3 billion as of
June 2014**
*“Early, Cold Winter Proves to be a Boon for Retailers,” NPD Group, February 18, 2014
**“Activewear growth sets pace for overall apparel market,” NPD Group, September 3, 2014

9. Category Overview
U.S. Fastest Economy to Recover
• Global economy taking longer than expected to recover
• In 2011, the IMF projected the world economy recovery by 2015, growing
at 4.8 percent
• U.S. met the IMF’s expectations
.
http://www.claconnect.com/Private-Client/Wealth-Advisory/Residential-and-Commercial-Construction-Boost-US-Economic-Growth-October-
2014.aspx#.VInG1tLF8uc
http://www.businessweek.com/articles/2014-11-06/2015-global-economic-outlook-better-than-2014-but-not-by-much
Helens slide

10. Consumer Insight
Trend: Record 142.6M of Americans getting outside
Dan and Keith’s slideOutdoor Participation Report 2014, U.S. Outdoor Foundation

11. ● Work, play and live better
● Do everything at the right speed
● Appreciate everything around us: family,
friends, home, conversations, work.
● Slow Food, Slow Retail, Slow Travel, Slow
Design, Slow Media, Slow Production,
Slow Money Slow Education, Slow
Technology, Slow Fashion, Slow TV, Slow
Art and Slow Reading part of trend.
Consumer Insight
Trend: the Slow Movement
Helens slidehttp://www.slowmovement.com/people.php

12. Consumer Insight
Trend: the Slow Movement
Helens slide

13. Competitive Overview
Trend: Market share erosion
“Telling Urbanites to Flee the Cities,” The New York Times, October 26, 2014
Top Outdoor Apparel Makers, Market Share Report (2010 and 2012)
Keith’s slide

14. Competitive Overview
Patagonia
Karen’s slide
• Brand reputation: Innovative
designs, quality products and
environmental conscience
• Green Marketing approach:
“Don’t buy what you don’t need”
campaign
• Worn Wear program
• Create solutions and awareness
for environmental causes
• Annual sales in the following two
years grew 40%
· ·
http://www.businessweek.com/articles/2013-11-25/patagonias-confusing-and-effective-campaign-to-grudgingly-sell-stuff
http://www.adweek.com/news/advertising-branding/ad-day-patagonia-136745
https://www.behance.net/gallery/5666423/Patagonia-Campaign

15. Competitive Overview
Columbia Sportswear Brand reputation:
-Providing durable apparel that keeps
bodies warm, dry, cool, and protected
Marketing approach:
-Sell products at discount stores like
TJ Maxx.
-Participate in humanitarian efforts by
helping countries in crisis by donating
their gear best known for its
“protective capabilities” to help
against the harsh conditions.
Karen’s slide
http://www.tombrinton.com/columbia-sportswear/

16. SWOT
Keith’s slide

17. The Problem
Top challenges to address with a campaign ...
• market share decreasing
• a steep climb to $3.3B by 2017
• a need to increase D-2-C sales
Keith’s slide

18. The Target Audience

19. The Audience
Creative Visionaries
Active Life
Their Look

20. The Audience
Brands
Media
Purchase Flow
Healthy
choices

22. Weather
Forecast
Searching Web
Office-Business sites
Magazines
@ Lunchroom
Mobile - Instagram
Office Break
Tweet Time
Planning a Trip
--Blogs
Amazon--
Watching
Documentary
Mobile Facebook
Coffeeshop – Apps
E-Shopping
Morning
Commute - Music
Tablet
The Audience
Morning
Run
On the Train
Chat about Weekend plans
Laptop
6:00
7:00
8:00
9:00
10:00
12:00
1:00
3:00
5:00
6:00
8:00 9:00
10:00
pmam
Cooking
Recipes

23. What the Audience Thinks ….

24. What the Audience Thinks ….

25. The Audience
Quantitative research findings (n = 69)
• Perceived as long lasting and stylish
• Technical quality overlooked
• “Performance” and “Features” matter most
• Head outside for mental/physical stimulation
• Mixed reactions to “exploration”
• Majority enjoy outdoors with others
Keith’s slide

26. The Audience
Qualitative research findings (n = 10)
Going outside to explore does not resonate with people.
The majority enjoy being outdoors with other people.
We’re talking to “urban warriors” who aren’t extreme athletes.
They’re active and they want good quality clothing to keep them warm and
comfortable, but the majority is not participating in extreme outdoor activities.
People are not aware of TNF’s rigorous testing processes and investments in
product innovation.
Helen’s slide

27. The Solution

28. The Solution
The Message:
Wearing The North Face is the difference between a good
outdoor experience and a great one.
Why:
Consumers rely on TNF’s quality to stay “warm and cozy”
during their precious outdoor moments with family/friends.
Why It’s Better:
• Aligns with the true benefit (escape with others)
• Highlights the premium of quality (good vs. great)
• Taps into a consumer perception (TNF’s quality)
• Speaks to the true target (casual outdoor types)
Keith’s slide

29. The Solution
Support points for the key concept
Mission: to create quality clothes for the consumer
How does NF authenticate brand promise?
• Employ a team of 70 athletes on expeditions to test and
provide feedback to NF R&D team.
• Invests ~$50 million in R&D efforts
Keith’s slide

30. The Solution
Result of R&D & Creative Positioning
Rational: North face designs quality products that enable
consumers to venture into nature with friends and family
Emotional: When consumers wear North Face, they feel
inspired to venture into the outdoors for emotional well-
being.
Tagline: Live well
Karen’s slide

31. Creative Approach
• Truthful approach
• Inherent human elements
Lynn Gray

32. The Solution
Creative concept #1: Print ad
Lynn’s slide

33. The Solution
Creative concept #2: Transit Ad
Karen’s slide

34. The Solution
Creative concept #3: Billboard Ad
Karen’s slide

35. The Solution
Creative concept #3: Mobile Ad
Lynn’s slide

36. The Solution
Creative concept #4: Banner Ad
Lynn’s slide

37. Measures of Success
1. Benchmark/Tracking Study
• Did favorability/preference increase?
• Are “quality” and “live well” recalled?
2. Market Share
• Did we halt or slow the slide?
• Did we reverse the trend?
3. D-2-C
• Did we increase online sales?
• Did we increase brand store sales?
Keith’s slide

38. Summary
Focusing on Affluent, Casual Outdoor Types
+
Appealing to The Escape
+
Highlighting TNF’s Premium of
Quality as the Difference-Maker
+
Hiring ignite
=
Success!
Keith’s slide

39. Questions?

40. Appendix

41. Appendix
http://www.ehow.com/about_5485115_north-face-company-history.html
ttp://www.supercompressor.com/gear/north-face-history-11-facts-and-trivia-about-the-band
http://www.thenorthface.com/en_US/north-face-retail-store-locator/
http://www.reuters.com/finance/stocks/companyProfile?symbol=VFC
http://www.claconnect.com/Private-Client/Wealth-Advisory/Residential-and-Commercial-Construction-Boost-US-Economic-Growth-October-
2014.aspx#.VInG1tLF8uc
“Early, Cold Winter Proves to be a Boon for Retailers,” NPD Group, February 18, 2014
“Activewear growth sets pace for overall apparel market,” NPD Group, September 3, 2014
http://www.businessweek.com/articles/2014-11-06/2015-global-economic-outlook-better-than-2014-but-not-by-much
Outdoor Participation Report 2014, U.S. Outdoor Foundation
http://www.slowmovement.com/people.php
http://www.tombrinton.com/columbia-sportswear/
http://www.businessweek.com/articles/2013-11-25/patagonias-confusing-and-effective-campaign-to-grudgingly-sell-stuff
http://www.adweek.com/news/advertising-branding/ad-day-patagonia-136745
https://www.behance.net/gallery/5666423/Patagonia-Campaign
“Telling Urbanites to Flee the Cities,” The New York Times, October 26, 2014
Top Outdoor Apparel Makers, Market Share Report (2010 and 2012)

42. Appendix
Keith’s slide

43. Appendix
Discussion guide
Keith’s slide

44. Appendix
Survey Questions/Results

45. Appendix
Survey Questions/Results

46. Appendix
Survey Questions/Results

47. Appendix
Survey Questions/Results

48. Appendix
Survey Questions/Results

49. Appendix
Survey Questions/Results

50. Appendix
Survey Questions/Results

51. Appendix
Survey Questions/Results

52. Appendix
Survey Questions/Results

53. Appendix
Survey Questions/Results

54. Appendix
Survey Questions/Results

55. Appendix
Survey Questions/Results

56. Appendix
Agency Philosophy
What’s in a box?
At IGNITE we set tradition on fire. We spurn traditional ideas and concepts and turn them on their head. Want to do things you've
done for the past 20 years? That won't fly at IGNIte. Many agencies will tell you they think outside the box, but at IGNITE there is no
box.
immersion
The immersion team at IGNITE represents people from all walks of life, as diversity in experiences is key to IGNITing key insights.
However, our team has one thing in common, an inquisitive nature forcing us to always want to know more and ask why – to
constantly challenge the status quo. We are avid readers and demonstrate talents in many subjects, the true Renaissance men and
women. We spend most of our time outdoors experiencing life first-hand and searching for inspiration in all aspects of life.
Our Approach
The immersion team doesn’t have permanent workspaces at the IGNTIE office because creativity and insights are crafted through
action and true immersion. We are chameleons who become our clients’ target audience and develop innovative visions to enhance
your brand. Our strategic thinking is developed through a deep respect for melding quantitative and qualitative research. With
consumer insights as the start of our brand strategy development process, we then generate and reveal new combinations of
seemingly unrelated ideas - ideas that powerfully align consumer thinking and behaviors, creative impact, and brand goals.