North Face 2006 Annual Report Download - page 6

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product
innovation
NAUTICA
In a bid to build its market share in knit shirts, the Nautica®
brand is introducing The Deck Shirt as a centerpiece of its
Spring 2007 collection. The new sportswear product incorporates
everything active consumers say they want in a classic short-sleeve
knit shirt. Made of 100% premium pima cotton, The Deck Shirt
feels soft and luxurious, yet its reinforced split-tail hem and crisp
Lycra® “no-curl” collar look sharp all the time. The Nautica®
designers considered every detail when creating the shirt, including
printing the interior label on the fabric to address consumers’
frustration with scratchy tags. Consumer product testing generated
rave reviews, with respondents confident that the superior fabric will
withstand multiple washings and support their active lifestyles. The
Deck Shirt has been embraced by the brand’s retail partners, who
say they see it as an exciting product innovation that will differentiate
the brand from its competitors. The launch will be supported by
a fully integrated 360° marketing campaign with a dedicated
micro-site, thedeckshirt.com, an energetic national print campaign,
outdoor advertising in major markets and specially designed
in-store fixtures. The Deck Shirt will also be the new official shirt
of the AVP Pro Beach Volleyball tour and the U.S. Sailing Team.
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  SUMMARY ANNUALREPORT 2006