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The North Face: Threads of Change

BRIEF

Sales in 2023 have reached an all time low, and consumers are gravitating toward competitors such as Cotopaxi and Arc’teryx. The North Face's poor consumer sentiment stems from brand neglect, failure to address existing issues, and undermining the influence of diffused linkages on consumer sentiment. Drawing inspiration from Cotopaxi and Arc’teryx, this proposal outlines a PR strategy to address these challenges.

SOLUTION

  • Key Messages: Challenge the Fashion Mainstream, Beyond the Gear, Built with Community Care.

  • Delivery: Debut the PR campaign speech with the newly appointed CEO Caroline Brown, media pitches to their one publications, and macro-influencer outreach.

  • Measurement: Share of Voice before and after the event, campaign click-through rate, and UGC. 

CHALLENGES

Many practitioners fall into the trap of using maximising media channels and recklessly spending. The proposed solution applied logical restraint and focused on the quality of the solution rather than applying a vast quantity of unmeasurable ideas.  

LET'S WORK TOGETHER

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