North Face 2008 Annual Report Download - page 18

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The Wrangler®
brand has
symbolized
the heart
of authentic
Western
culture for
more than
60 years.
Wrangler
Our Wrangler® brand continues as a
jeanswear powerhouse across markets,
distribution channels and geographies.
Among the keys to the brand’s popularity
is its uncanny ability to connect in unique
ways with different consumers—from
Colorado cowboys to Carnaby Street hipsters.
A good example: Leveraging its association
with NASCAR superstar Dale Earnhardt,
Jr., the brand traveled to more than 200
mass market retail stores across the U.S. in
2008, promoting “Wrangler® Race Fever.”
The exciting interactive “retailtainment”
game events helped increase Wrangler® brand
sales at participating stores by up to 33%.
The North Face®
brand celebrated
its 40th year
of innovation
and exploration
in 2008.
The North Face
Revenues of our The North Face® brand have
more than quadrupled since we acquired
the business in 2000. To build on this
success, The North Face has restructured
its product teams to focus on four activity-
based segments—outdoor, action sports,
performance athletic and youth. The
shift will enable the brand to expand its
products and distribution to a much wider
audience of end users, while protecting its
premium positioning, technical superiority
and authenticity. The North Face® team
has focused its growth strategy on four
“summits”—best-in-class product leadership,
sustainability, exceptional brand experiences
and outdoor participation.
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