North Face 2011 Annual Report Download - page 12
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In France, Spain and the U.K., the “Kipling Goes
Art” project invited trendsetting celebrities, artists
and musicians to design their own versions of the
brand’s iconic monkey symbol. Consumers were
able to create their own designs online as well as
vote to select which designs would be placed in
store windows.
Dozens of one-of-a-kind monkey designs were
displayed at events across Europe and auctioned
off to raise money for charitable causes, such
as supporting the social development of under-
privileged communities in India and relief efforts
following the tsunami in Japan.
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Kipling global revenue
growth in
its marketing investments, concentrating them in
the brands and markets with the highest revenue
and prot potential. Because of strong country
organizations that understand the nuances of this
highly fragmented market, VF is investing its
marketing dollars behind specic initiatives in
specic markets. For example, e North Face®
brand transformed one of its professional athlete
expeditions, the rst winter ascent of ,-meter
Gasherbrum II, into an edge-of-your-seat
adventure story. e campaign, which included
cinema, outdoor and online components,
generated over million impressions in key
European markets. Vans also reached over
million consumers in cities with striking
outdoor advertisements in high-trac urban
locations. And with a well-established and
growing European business, the Timberland ®
brand presents VF with an additional vehicle
for future growth.
VF also expanded its international direct-to-
consumer business in by investing in
e-commerce and accelerating retail store
openings for e North Face®, Vans® and For
All Mankind ® brands. rough a mix of owned
and partnership stores, VF is raising brand
awareness and lling voids in the market while
minimizing xed costs. “Economic uncertainty
makes it important to balance risks and capital
investment,” says Salzburger. “We will continue
to invest in developing consumer insights,
raising brand awareness and expanding our
direct-to-consumer business. e diversity of our
brands and the exibility of our business model
provide us with a great competitive advantage.”
—
Vice President & Group
President—International
We’re now taking
lessons we learned in
China and applying
them to India.
In London, more than 10,000 spectators visited the
third annual Vans Downtown Showdown ® event,
getting a fully immersive experience from this
multifaceted brand. The daylong event and skate-
boarding competition featured the best European
skateboarders competing on street obstacles,
athlete autograph sessions and an on-site pop-up
store. More than 70 million additional fans followed
the event through news coverage on the BBC and
other major media outlets.
In attendance at the
Downtown Showdown
Impressions in key European markets
generated by e North Face ®
Gasherbrum II campaign, which
included cinema, outdoor and
online components
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