THE NORTH FACE EVOLUTION
The evolution of outdoor apparel into the metaverse and the rise of the new-age explorer.
THE ASK
For the 2023 Annual Fashion Scholarship Fund merchandising case study, we were tasked with developing a new, innovative social commerce plan for an existing brand/retailer that utilizes omnichannel marketing. When curating the merchandising strategy for the brand, we had to ensure that the social commerce aspect was at the forefront of the new strategy and coincided with thorough research surrounding the brand’s previous merchandising tactics, product assortments, brand image, and overall goals/objectives.
THE PROCESS
When brainstorming a brand for my merchandising case study, it was recommended that we use a publicly traded apparel company that traditionally follows seasonal calendars for collection launches. I immediately thought of The North Face as my chosen brand, as I knew it fit all of these requirements because of the numerous previous projects and research I had done on the popular outdoor retailer. As a brand, The North Face was appealing and fascinating to me, as they were a brand that I had been familiar with my whole life and had some how miraculously kept that same relevance and appeal to me and many people my age throughout the years. I was interested in exploring the allure of the well-known brand, and its brilliant transition from a niche, primarily climbing outdoor/recreational apparel and equipment brand to a diverse, innovative outdoor and streetwear-inspired sensation. My goal was to display just how innovative, adaptable, and capable of evolving The North Face was while also still adherent to its original outdoor exploration/sustainable loving roots, by introducing the “new-age explorer”.
Part One: Choosing a Retailer
The next step in developing my social commerce plan/merchandising strategy was to conduct research on the well-known brand. My merchandising strategy heavily relied on targeting the new demographic of consumers that I found The North Face had garnered throughout the years through the brand’s growing streetwear-inspired influence and numerous designer and celebrity collaborations.
I also conducted research on The North Face brand overall, including its history, brand objectives, and marketing tactics to determine that a familiar assortment of puffer jackets offered for a limited time during the colder season would appease both the new consumer market as well as the already loyal consumer market the brand has.
Part Two: Conducting Research
Next, I had to research two other brands to compare to my chosen retailer, where I took my findings and applied it to my merchandising strategy. One of the brands I chose was The North Face’s biggest competitor, Patagonia, as to acknowledge how the brand had expanded its product assortment in an organic manner that seemed both true to the brand as well as relevant and adaptable to the current issues of the present. Patagonia’s product extensions included a reused clothing line as well as an expansion into the food industry.
Part Three: Brand Comparison
Another brand I researched was Tommy Hilfiger because of its similar transition in demographic to a more diverse and urban clientele. Tommy Hilfiger has done an amazing job as a brand adapting to changing times and appealing to a new consumer base through partnerships with various hip-hop and R&B celebrities. The company has been able to cater to a diverse group of customers while still providing high-end apparel consistent with its brand image. Utilizing simplicity and nostalgia to its advantage, the brand has been successful in drawing in and establishing recognition among consumers across generations.
Part Four: Developing a Social Commerce Plan
When finally curating my social commerce plan, I wanted to ensure that it was innovative and relevant to the times, yet made sense for The North Face brand. A major trend in media throughout the years that has only grown in relevancy is VR and AR technology. I thoroughly researched metaverse technology and applied my findings to develop a merchandising strategy that utilizes a fresh, alluring social commerce plan: an exclusive limited-time VR experience for the brand accompanied by an interactive physical pop-up launch party as well as an immersive VR one. One of the main ways many fashion brands are breaking into the metaverse is through collaborations with various technology companies and video game companies to create personalized VR experiences. This allows fashion brands to go beyond physical limits and create one-of-a-kind, creative worlds with limitless possibilities. "The North Face Evolution" immersive outdoor experience would have four interactive activities/rooms that are related to the North Face's history and explain it along the way to keep the experience rooted in the brand’s strong image.
Part Five: Distribution/Marketing Logistics
Next, I had to curate an innovative marketing strategy to align with the social commerce plan, as well as a carefully thought-out distribution plan for the collection. I researched all of The North Face’s social media platforms as well as their other omnichannel resources to determine the logistics of the Evolution collection marketing tactics. In accordance with one of the main motivators of the collection and merchandising strategy, advertising would be featured on all of the brand's social media platforms & would feature young adults of color wearing the outerwear from the collection, as well as various celebrities/influencers that fit the urban aesthetic and appeal to gen-z audiences. A heavy focal point of this drop would be a live-stream shopping experience featured on the day of the drop as this has become another emerging retail trend in recent years.
This would be a season-specific, short-lived clothing collection available in the brand's main US brick-and-mortar stores as well as online. According to the 6-month plan's schedule, it would premiere in August and cease to be available in January. In order to reach as many prospective customers as possible with this launch and more to come, the brand will adopt a more omnichannel presence. Sales will also be available through the North Face app, and the range will be promoted both physically and digitally in-store through exhibit-like displays, VR rooms, and through social media posts from the brand. This strategy will affect the flow of goods by making them more easily accessible to the younger demographic we are attempting to serve, as both the brick-and-mortar stores and the social media advertising would be more enticing to them.
After developing my social commerce plan, marketing strategy, and product assortment, I created a sales plan, as well as an income statement to display the financial aspect of the collection/launch. The sales plan covered a six month period, which accounted for sales, average inventory, markups, markdowns, cost of goods sold, turnover rate, etc.
Part Six: Determining Financials
THE OUTCOME
As one of the recipients of the 2023 Fashion Scholarship Fund, this project has provided me with so many amazing opportunities and connections within the industry. It allowed me to expand my knowledge of emerging retail trends and social commerce, while also showcasing my ability to curate an innovative, fresh merchandising strategy for a pre-existing brand.