North Face 2011 Annual Report Download - page 19

: 
: 
: Beach
enthusiasts ages
-
Ridiculously
comfortable®
e Reef ® team and a small lm
crew traveled to a lakeside village
in Guatemala to document a
collaboration with a special group
of female artisans. Reef partnered
with these artisans as part of the
brand’s “We Heart” collection
to create the Guatemalan reads
sandal, which features colorful
handcrafted chords on the strap.
: 
: 
: Urban
insiders Built to resist®
e Eastpak® Artist Studio project
invited over  creative personalities
from across Europe to customize
a limited-edition “blank” Eastpak®
brand bag. DJs, painters, jewelry
designers, sculptors and many more
each turned a classic Padded Pak’r
backpack into a unique work of
art, with all proceeds from the
bags’ sales donated to charities.
artiststudio.eastpak.com
Eastpak®lucy®
Timberland®
: 
: 
: World
travelers Inspired by
Travel®
e Eagle Creek ® brand received a
fresh look in , with a new logo
and new packaging rolled out to all
distribution channels. e brand also
unveiled a new focus on its ---
Travel System, which outts travelers
with the high-performing gear
they need to discover the world.
In addition, Eagle Creek increased
connectivity with audiences through
a travel blog.
eaglecreek.com
: 
: 
: Active
women lucy inspires
performance™
e lucy® brand was the title
sponsor of the th-annual Solstice
in New York City’s Times Square,
an all-day free yoga-fest celebrating
the longest day of the year. e lucy®
brand reached a record-breaking
crowd of more than , yoga
enthusiasts, along with thousands
of passersby and millions of yoga
fans who were exposed to media
coverage of the event.
lucy.com
e project was created to commu-
nicate the benet of partnering
with artisans, as well as NEST, the
nonprot organization that represents
them, to promote worldwide ethical
consumerism and trade.
reef.com
Reef®
Gaëtan Bernard
 |  
:
Sociable
style-seekers
ages -
We Are
Animals®
: 
: 
: Women
and men ages
-
Get What Fits
e Lee® brand continues to build
strong connections with consumers
through social media and digital
engagement. Lee developed an
interactive “Spin + Win” game that
enabled fans to play for the chance to
win jeans, gift cards to Lee ® retailers
and more, while also continuing their
conversations with the brand through
its Facebook ® page.
lee.com
:
Contemporary
urbanites from
all walks of life A Lee Don’t Lie
e Lee® brand is a top denim
performer in Sweden. In March ,
Lee collaborated with key partners
in the Stockholm region to launch the
brand’s new campaign and collection,
“A Lee Don’t Lie.” e integrated
campaign featured in-store presenta-
tions, window displays, and print and
outdoor ads, as well as social media
initiatives and special events. e
campaign’s success, combined with
the opening of Lee’s rst partnership
store in Sweden, led to double-digit
sales growth for the brand.
eu.lee.com
:
Self-assured men
and women ages
- WHY NOT?
In , the Lee® brand in South
America consolidated its WHY
NOT? campaign, as well as gaining
important space in points-of-sale
and introducing new premium jeans
with unique washes and details.
lee-jeans.com.ar/global
: 
: 
: Female
traditionalists
ages -
Instantly
Slims You®
e Riders® by Lee® brand continued
its work with celebrity spokeswoman,
style and t expert Stacy London,
the co-host of TV show What Not
to Wear. London was featured in
advertising and in-store displays,
helping to share the brand’s great
ts. Recent expansion included
extending popular Slender Stretch®
Denim styles to the women’s plus-size
market. e brand also was the rst
to bring easy care fabrics to the missy
and plus-size casuals category in the
mass channel at a value price point.
ridersbylee.com
: 
: 
: Men
ages - Real. Comfortable.
Jeans.®
Wrangler launched its Next Blue™
crowd-sourced collaboration, an
online contest that gave consumers
and aspiring designers a chance to
create the next style of Wrangler®
jeans. From all the entrants, ve
nalists were brought to Wrangler’s
headquarters in Greensboro, N.C.,
to further develop their designs
with Wrangler merchandisers and
marketers. e winning design will
go on sale online in 2012 as the
rst Next Blue™ style.
wrangler.com
:
Authentic
cowboys ages
-
Long Live
Cowboys®
As part of Jeanswear’s strategy
of growing in areas adjacent to its
core consumers and businesses, the
Wrangler® brand expanded Wrangler
Retro®, a line of fashion-forward
: 
: 
: Men
ages -
Hard Working
Jeans…
Guaranteed.®
Building on its reputation for hard-
working denim, Rustler expanded
its product assortment to capitalize
on its brand relevance. e new
durable canvas Carpenter jean
provides an additional apparel
solution that addresses specic
consumer needs.
rustler.wrangler.com
Wrangler®
Riders® by Lee®
:
Classic adult
men and women
ages +
New fits,
new jeans
In , the Wrangler® brand in
Argentina expanded its direct-to-
consumer touchpoints by opening
ve new partnership stores, which
each greeted consumers with
vivid window displays, new visual
merchandising and updated xtures.
wrangler-jeans.com.ar/global
products intended for Western lifestyle
enthusiasts. e line, featuring new
embellishments, ts and washes, is
performing exceptionally well with
younger consumers who may not
work on a ranch, but still want
to celebrate their Western roots.
wrangler.com
Wrangler® Western
  | 
e Wrangler® brand in Europe
used its consumer focus to dene
a new segmentation strategy and
reach consumers who look for
modern style with Wrangler®
handwriting. As a result, the brand
has strengthened its total product
oering and reduced the polarization
between classic and contemporary
choices. e best-selling Texas,
Arizona and Ace styles were also all
enhanced with upgraded aesthetics
and commercial nishes.
eu.wrangler.com