North Face 2002 Annual Report Download - page 24

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39
DEPARTMENT
STORES
LEE
WRANGLER
H.I.S
MASS MARKET
HERO BY WRANGLER
MAVERICK
OLD AXE
SPECIALTY STORES
LEE
WRANGLER
H.I.S
CHANNELS OF DISTRIBUTION
added a fast-growing array of licensed product categories to
enhance the H.I.S®brand lifestyle for consumers.
The H.I.S®brand’s established presence in the Czech Republic is
serving as a springboard for growth for our Lee®
,Wrangler®and Hero
by Wrangler®brands there. Our brands are also making excellent
progress in Turkey, where our product innovation and retail
presentation skills are paying off. Russia is a big market, and in 2003
we will be taking greater control of our brands in this country by selling
directly to retailers rather than through distributors.
With brands continuing to do battle for space at retail, we believe
our brand portfolio gives us a unique opportunity to partner with our
customers to create a more compelling presentation of our brands.
New in-store shops featuring our Lee®
,Wrangler ®and H.I.S®brands
will debut in 2003 with one of our large customers in Germany.
Our International Jeanswear coalition clearly has its sights set on
growth — and a well-developed plan to achieve it.
LEE
H.I.S
Retail market conditions are mixed abroad, but our jeans sales in
Europe — our primary international market — rose in 2002.
As in the U.S., our International Jeanswear coalition uses a portfolio
of brands to meet the diverse needs of consumers and retailers in
countries throughout Europe and Asia. Our Lee®
,Wrangler ®and H.I.S®
brands are sold primarily in department and specialty stores, while
our Hero by Wrangler®
,Old Axe®and Maverick®brands are sold in
mass market stores.
Our Lee®brand had an excellent year in 2002, and is leading the
market in the development of new fashion styles, fabrics and finishes.
Growth for the Lee®brand was particularly strong in Scandinavia, as
well as in Italy and France. Through its Lee®Originals and Lee®101
lines, the Lee®brand has strengthened its appeal with younger
consumers. We’re capitalizing on this strength with a new retail
initiative, the opening of our first Lee®concept store this summer
in London. For the first time ever, we’ll have the opportunity to
showcase the brand’s entire range of European products.
The Wrangler®brand is gaining momentum in southern Europe,
including Italy, Spain and France. We continue to broaden the brand’s
consumer franchise with strong growth in broken twill fabric products
and the Wrangler®Retro line. We’re also expanding into new markets,
and will introduce the Wrangler®brand in China this year.
Our H.I.S®brand is one of the leading jeans brands for women in
Germany, our largest market. The brand is also making inroads
into Poland, where VF brands already have a solid presence. We’ve
INTERNATIONAL JEANSWEAR
From Sweden to China,
our brands span the
world. Germany is
our biggest market,
accounting for about a
third of our international
jeans sales.
38
LEE
WRANGLER
HERO BY WRANGLER
H.I.S
MAVERICK
OLD AXE
WRANGLER