North Face 2011 Annual Report Download - page 20

  | 
Bulwark®
: 
: 
:
Baseball
enthusiasts
If it happens in
baseball, it
happens in
Majestic.™
Majestic is the ocial uniform of
Major League Baseball. e brand
ran its rst-ever national TV
commercial for its newly redesigned
batting practice jersey. e new design
and marketing exposure boosted
sales by  over the previous jersey.
majesticathletic.com
Majestic®
: 
: 
:
Industrial
workers and
auto enthusiasts
Done right.®
e Red Kap® brand is the
leader in performance apparel for
the industrial workplace. As the
world’s largest automotive apparel
manufacturer, the brand is worn by
workers in all areas of the automotive
industry, from manufacturing to
local repair and service.
redkap.com
Red Kap®
: 
: 
: Public
safety officers Made for Heroes®
e Horace Small ® brand’s “function
t” innovation for female ocers
helped drive double-digit revenue
growth in . Function Fit pants
combine a modern cut that better
ts female frames, along with an
innovative inner waistband that
withstands the weight of duty-belts
worn by police ocers.
horacesmall.com
Nautica®
Horace Small®
: 
: 
:
Industrial workers Life goes on.
Bulwark, one of VF’s fastest-growing
brands, is the industry standard in
ame-resistant (FR) clothing. e
brand’s market share leadership is
based on unmatched technical
expertise, breadth of product selection
and superior service, which is critical
in the safety (PPE) market. Bulwark
is well-positioned to take advantage
of growth in oil and natural gas
exploration and expanded FR
usage in the mining, combustible
dust, food, pharmaceuticals and
manufacturing industries.
bulwark.com
Nautica®
: 
: 
: Women
ages -
Fresh, Flirty
and Fashion-
Forward
Ella Moss celebrated its th
anniversary with a star-studded
event and a commemorative
capsule collection.
ellamoss.com
John Varvatos®
: 
: 
:
Premium fashion
forward consumers
The world’s
premier brand of
premium denim
lifestyle products.
e  For All Mankind® brand
continued to embody southern
California glamour with its 
“Aair With Flare” initiative. is
-degree marketing program
reached the brand’s core consumers
with press and celebrity outreach,
advertising in major fashion
publications and large scale retail
events. Social media eorts
included a Flare Facebook ® shop
for e-commerce and the “Denim
Fit Forum,” a weekly live chat
with the brand’s designers.
forallmankind.com
7 For All Mankind®
Ella Moss®
: 
: 
: Ages -
, from the young
professional to the
creative executive
For those
about to rock.
e John Varvatos® brand’s fall 
ad campaign featured hip-hop and
neo-soul band e Roots, who are
also the house band of the popular
TV talk show Late Night with Jimmy
Fallon. e brand capitalized on this
relationship to maximize social
media exposure and expand its
online presence, boosting the brand’s
number of Facebook ® fans by 
in the second half of the year.
johnvarvatos.com
: 
: 
: Men
and women ages
-
Colorful and soft
fabrics with a
luxurious fit.
Splendid opened ve new retail
stores in Arizona, California and
Washington, as well as continuing
to expand its product assortment
with the introduction of footwear
and personal care lines.
splendid.com
 |  
: 
: 
: Men
and women ages
-
Takes You to
the Water
Nautica deepened and expanded
its “Ocean to Ocean” initiative,
traveling to coastal communities
across the U.S. to collect product
and marketing inspiration, and
highlight stories of real people who
embody its brand spirit. Instead
of hiring a conventional model for
its  international marketing
campaign, Nautica hired Will Tant,
a young Florida surfer featured in a
 Ocean to Ocean video.
nautica.com
Splendid®