How The North Face rediscovered its brand purpose

In retail, people like to say the only constant is change. US-based outdoor retailer The North Face has been immune to this fact in one key area. It has had the same tagline for the past 50 years: never stop exploring. But does that motto still make sense for the brand in 2019? A lot has changed since The North Face founders started making clothes to sell to their friends in the 1960s. The team realised it needed to redefine the meaning of exploration in a modern context.  “What is the fu

This content is for IR Pro subscribers only.

Subscribe now to unlock an all-access pass.

IR Pro - monthly

$1 for the first 30 days. (Auto renews at $20 per month.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now
Retailer’s choice

IR Pro - annual

$109 for the first year. (Auto renews at $228 per year.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now