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The North

Face:

Backpacks

A Creative Brief

Prepared by Allison Mcleay, Hannah Hall, and Madi Schulz

Photos: (thenorthface.com; images.clipartpanda.com)Photos: (“The North Face Logo,” 2014) (“Clip Art Images, Hiker” 2014)

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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 11-13

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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 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 (2014), customers raved about the size, storage compartments, convenience, and looks of the backpack (“Woman’s Borealis Backpack, 2014). Quoting one customer (2014), they said “this is probably the best purchase I've ever made! The quality is great and I know it will last forever!” (p.1).

[“The North Face Brand,] 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. One third of these enthusiasts report an annual income between $25,000 and $49,999 (Outdoor Industry Association & Sporting Goods Manufacturing Association, 1997).

Fifteen percent 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,

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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). 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)

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

High Quality Meant for long term and durable use in many different atmospheres (“Women’s Borealis Backpack,” 2014)

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THE NORTH FACE: BACKPACKS

“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”

“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)

(“Women’s Borealis Backpack,” 2014) (“Women’s Borealis Backpack,” 2014)

FEATURES

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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

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

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:

[The  North  Face,  This  Land  is  your  land    Commercial  Image]  2014.  

[Combined  Image,  the  North  Face  Brand],  2014  

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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

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popular backpack is the Right Pack, popularly seen around schools, is sold at $55, 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 (“The North Face: Our Story,” 2014).

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 (“Women’s Borealis Backpack,” 2014).

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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=None&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&userGroupName=ksstate_ukans&tabID=T045&searchId=R2&resultListType=RESULT_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%20PURPLE%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/VVWbO0j2zo4/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/%20ELECTRO%20CORAL%20ORANGE