North Face 2006 Annual Report Download - page 4

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geograpHic
expansion
KIPLING
Continuing its expansion strategy in the U.S., the Kipling®
brand is introducing European cool stateside with new
shop-in-shop boutiques in department stores. The Kipling®
brand is also currently available in several new, free-standing
Kipling® boutiques in Florida, New York, New Jersey and
California, as well as other department stores and fine retailers
throughout the country. These dedicated Kipling® stores provide
a venue to test new product extensions and marketing initiatives
that resonate with U.S. consumers.
The internationally celebrated Belgian brand — long known for
its colorful handbags, backpacks, totes and travel accessories —
reinforced its image of Euro-chic in America by delineating its
retail space using brushed stainless steel floor fixtures with white
painted finishes, intricate displays and elements of the Kipling®
brand’s newest ad campaign. Every element of the shops is
designed to capture the Kipling® brand essence and personality —
hip, fun, stylish and adventurous.
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  SUMMARY ANNUALREPORT 2006