North Face 2010 Annual Report Download - page 24

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DEEPER BRAND EXPERIENCES
In 2010, the Ella Moss® brand introduced Butterfly Girls, a
new communications platform that fully aligns its brand
image, marketing, product labeling and product.
Fresh, flirty and
fashion-forward
FOUNDED: 2001
COUNTRIES: 18
TARGET:
Women ages 18-39
ellamoss.com
splendid.com
Colorful, soft and
luxurious fabrics with
a splendid fit.
DIRECT-TO-CONSUMER TOUCH POINTS
The Splendid® brand opened two new full-priced stores in
Newport Beach, California, and Aventura, Florida.
FOUNDED: 2002
COUNTRIES: 18
TARGET:
Men and women
ages 20-50
nautica.com
Inspired by the water,
crafted with intention,
and designed to outfit
the life well-lived.
INTERNATIONAL OPPORTUNITIES
Nautica’s licensed business in China grew more than 20% in
2010, fueled by expanded distribution for men’s sportswear
and the introduction of women’s sportswear.
FOUNDED: 1983
COUNTRIES: 60
TARGET:
Men and women
ages 25-44
SPORTSWEAR
For those about
to rock.
INTERNATIONAL OPPORTUNITIES
John Varvatos opened shop-in-shops at the legendary
Paris flagship store of Galeries Lafayette for John Varvatos
Collection and John Varvatos USA products.
FOUNDED: 2000
COUNTRIES: 15
TARGET:
Creative men
ages 18-55
johnvarvatos.com
eu.lee.com
INNOVATIVE PRODUCTS
In 2010, the Lee® 101 line for men gained momentum
across Europe. This premium denim line made from the
finest Japanese and Italian fabrics is a contemporary col-
lection rooted in the Lee® brand’s heritage.
DEEPER BRAND EXPERIENCES
The brand introduced the WHY NOT? campaign, new com-
munications designed to build the Lee® brand and to launch
its 101 iconic jean style.
DEEPER BRAND EXPERIENCES
The 7 For All Mankind® brand has always been associated
with Southern California’s effortless glamour. In 2010, the
brand hosted a star-studded happy hour to introduce its
wide-leg and trouser-style denim. Within a week, pho-
tographs of celebrities wearing the new styles were on
newsstands across the country.
The world’s premier
brand of premium den-
im lifestyle products.
FOUNDED: 2000
COUNTRIES: 80
TARGET:
Premium fashion
forward consumers
7forallmankind.com
CONTEMPORARY
ridersjeans.com
eu.lee.com
DEEPER BRAND EXPERIENCES
The Riders by Lee® brand worked with celebrity spokesper-
son, style expert Stacy London, the co-host of the TV show
What Not to Wear. Ms. London is known for finding looks
that fit and flatter any figure, making her the perfect fit for
the brand’s message. She is featured in advertising as well
as in-store displays and product labeling.
FOUNDED: 1949
COUNTRIES: 5
TARGET:
Female traditionalists
ages 25-55
Instantly Slims You®
Lee Europe
A Lee Don’t Lie
TARGET:
Contemporary
urbanites from all
walks of life
Lee South America
Night and Day
TARGET:
Self-assured men and
women ages 25-35
®
®
45