DIRECT TO CONSUMER EXPERIENCES LINDSAY RICE : VP OF DIRECT TO - - PowerPoint PPT Presentation

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Mar 18, 2024 252 likes •500 views

DIRECT TO CONSUMER EXPERIENCES LINDSAY RICE : VP OF DIRECT TO CONSUMER DIRECT TO CONSUMER VISION Stores and web site represent the face of the brand Build brand awareness Act as activation points for outdoor participation Support new key

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DIRECT TO CONSUMER EXPERIENCES

LINDSAY RICE : VP OF DIRECT TO CONSUMER

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DIRECT TO CONSUMER VISION

Stores and web site represent the face of the brand

Build brand awareness Act as activation points for outdoor participation Support new key initiatives Reinforce premium price position Enhance wholesale in “new store” market

Strong integration of our athletes, expeditions and product Seamless integration of multi-channel opportunity between stores and web Leverage rich digital media asset Recently moved to “ABM” activity merchandising

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THE NORTH FACE RETAIL :: 2010

Owned Partner 2010 67 133

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THE NORTH FACE RETAIL :: 2015

Owned Partner 2015 194 185

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GLOBAL PROTOTYPE OBJECTIVES

Deliver an exceptional experience Launch “activity based merchandising” Create vertical interest highlighting ABM

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GLOBAL PROTOTYPE OBJECTIVES

Establish a “kit of parts” to activate globally Utilize relevant materials Bring to life our athletes

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GLOBAL PROTOTYPE OBJECTIVES

Integrate third party product with specific ABM activities Connect with the local community

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GLOBAL PROTOTYPE OBJECTIVES

Deliver digital media remotely Feature our athletes and expeditions

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RETAIL SALES BY ACTIVITY :: 2010 F

Outdoor 76% Performance 5% Action Sports 12% Youth 7%

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RETAIL SALES BY ACTIVITY :: 2015 F

Outdoor 74% Performance 7% Action Sports 13% Youth 6%

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BALANCE OF BRAND AND COMMERCE

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THENORTHFACE.COM

Visual Search + Ship to Store

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ECOMMERCE SALES BY ACTIVITY :: 2010 F

Outdoor 71% Performance 2% Action Sports 15% Youth 12%

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ECOMMERCE SALES BY ACTIVITY :: 2015 F

Outdoor 69% Performance 5% Action Sports 15% Youth 11%

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TRUST

Activity based merchandising comes to life online and in store Direct to consumer channels act as activation points to grow outdoor participation The seamless integration between brand - store - web creates tremendous leverage Direct to consumer channels are key assets in launching and growing new product and category initiatives

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WHOLESALE LEADERSHIP

TODD SPALETTO : VP OF SALES AMERICAS

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US WHOLESALE STRATEGY :: LIMITED DISTRIBUTION

5,000 10,000 15,000 20,000 The North Face Total Outdoor Store Fronts

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US WHOLESALE DISTRIBUTION :: 2010

Outdoor Specialty 32% Other Specialty 40% Sporting Goods 23% Department Stores 5%

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US WHOLESALE DISTRIBUTION :: 2015 F

Outdoor Specialty 27% Other Specialty 47% Sporting Goods 22% Department Stores 5%

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ACTIVITY BASED MODEL

FOCUSED GROWTH STRATEGY

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EXISTING DEALER DISTRIBUTION

Achieve 75% of Growth in Existing Dealer Base

NEW OPPORTUNITIES FOOTPRINT OPPORTUNITIES Bike Running MAJOR INVESTMENT Snowsports Youth Footwear Equipment Apparel

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25% of Growth :: Keeping the Brand Premier and Special

425 Specialty Dealers 50 Specialty Dealers 170 Specialty Dealers 900 Points of Distribution SKI / BOARD SPECIALTY RUNNING SPECIALTY BIKE SPECIALTY FOOTWEAR SPECIALTY

NEW POINTS OF SPECIALTY DISTRIBUTION

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SELL THROUGH ANALYSIS

HELPING DEALERS BECOME WORLD CLASS RETAILERS

ASSORTMENT PLANNING FLOOR SPACE PLANNING

EDUCATING THE RETAIL STAFF VISUAL SHOPPING ENVIRONMENT THINK LIKE A RETAILER

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TRUST

Maintain premium, technical brand position through limited distribution Drive brand authenticity with focus on specialty-driven stores Support our dealers as world class retailers