North Face 2001 Annual Report Download - page 33

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DEPARTMENT STORE
LEE
WRANGLER
H.I.S
MASS M ARKET
HERO BY WRANGLER
M AVERICK
OLD AXE
SPECIALTY STORE
LEE
WRANGLER
H.I.S
CHANNELS OF DISTRIBUTION
GLOBAL REACH
We expect that a mass market for jeans will continue to develop in
Europe, and we’re ready with our Hero by Wrangler ®,M averick ®and Old
Axe®brands. Our mass business has grow n rapidly in the past couple of
years, and we’re counting on our brand management and retail service
capabilities to drive future gains.
The Wrangler brand has been relaunched in Australia, and we’re expand-
ing our penetration into Spain, France and Italy. The H.I.S®brand, which
we acquired in 2000, has been successfully integrated. It continues to be
the leading brand for women in Germany, and has a presence in Austria,
Switzerland and Poland as well. We also believe that the brand’s strong
position in the Czech Republic and Slovakia should open up new opportu-
nities for our Lee and Wrangler brands.
We’re leveraging our Europe-based product expertise and marketing
communications with our licensees to provide strong, consistent
presentation of our brands in Asian markets. Our Lee brand continues
to expand its presence in China, and we’re preparing to launch our
Wrangler brand there in the spring of 2003.
31
H.I.S
Our new est brand, H.I.S,LEADS THE
MARKET for female jeans in Germany.
LEE
Our Lee brand is the number t w o
jeans brand in Italy.
WRANGLER
According to mar ket research,
our Wrangler brand is the
NUMBER TWO JEANS BRAND
IN EUROPE.