North Face 2010 Annual Report Download - page 14

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AGGRESSIVE INTERNATIONAL EXPANSION
With more and more youth consumers around the
world responding to its brand message of originality
and self-expression, the international momentum be-
hind the Vans® brand continues to build. In 2010, Vans
opened more than 149 new stores and shop-in-shops
in China, bringing its retail presence to 260, including
a flagship store in the trendy Joy City Mall in Beijing,
and a total of 21 stores throughout the Asia Pacific
region. The brand is also expanding into new markets
such as Israel and Eastern Europe, launching aggres-
sive outdoor campaigns and grassroots events to
build awareness for Vans and the brand DNA of action
sports, music and street culture, including holding
“Off the Wall Music Nights” with local bands.
Southern
California cool
reaches new
heights around
the world
INTERNATIONAL OPPORTUNITIES
VANS LOCATIONS
24