Changing of Seasons

      As I am approaching my last few weeks on co-op, I'm really beginning to understand the fashion cycle in The North Face terms. I've scanned out and organized all of the Fall 2013 samples here in our West Chester office, and the team and I are going to do the same for our samples in our NJ showroom next week. The Early Spring 2014 Olympic samples have been scanned and ready to go for a few weeks now. For our other Early Spring 2014 samples (not related to the Olympics), we have received sample binders for them. The sample binders include a page for each item with 1 picture, 1 fabric swatch, and other style options illustrated by colored CAD images of the item. Only 15% of our business takes place during the spring season, so although it is important, it is definitely a less busy and intense time of year. Each item looks drastically different than any that I've seen from our fall collection, even though most of the items are carryover styles from Fall, just in different colors and prints. Although The North Face is a huge company and just about everyone I know owns one, allocating their money for the entire year is still very important. Prior to working at The North Face, I would have just assumed they had the money to do whatever they wanted for the brand based off of their everyday presence in the middle-class market. However, as I have transitioned from working Pre-Fall, Fall, to Spring, I can really understand the importance of seasons to this brand in reference to allocating money. So much time, money, and effort is spent on the Fall season, and although the Spring season is still important, it just can't compare.
            The North Face is prized for its warmth and durability, but can definitely be a bit pricy for the average buyer. People don't have a hard time spending money on a good coat, but when winter feels more like Spring and the economy isn't doing so well, people will skip buying a new North Face jacket. We've learned about many current examples of companies trying to change their "image" to the consumer in our branding classes, but usually they are cases of brands trying to target a new age group or evoke the thoughts of higher-class. We've never really discussed how a brand that is season specific, would change their image to rid themselves of that classification. For example, Havaianas are to flip-flops what Uggs are to boots, whereas Steve Madden shoes can span all seasons fairly well. However, a consumer wouldn't jump to buy boots that Havaianas made or sandals that Uggs made because of their established thoughts about these brands. The North Face definitely isn't rebranding itself, but these past few winters have definitely been a struggle for any outdoor-based retailers. If winter weather continues to head in the direction that it has been for these past few years, cold-climate based brands may have to change their direction in order to stay in the market. Just something I've really had a chance to think about since I've started working here. Hope everyone is having a good week!