In this article Journalists investigate the marketing techniques that North Face uses to acquire such a large fan base, and the truth is there isn’t one. They say they advertise to people who are probably interested in outdoor activities and are not exclusively focused on the ‘hardcore’ outdoors man. They don’t even bother to track the demographic of their consumers, they are just glad that anyone is buying their products. They are also quite humble about their success, claiming they’re really not that successful when they’re compared to entire outdoor sports world with shoes and other clothing.
The truth is North Face is a very successful company with reliable quality consumers can and do trust as they have a built and strong reputation for themselves. It is hard to believe they are not interested in the demographic of their consumers, but it is interesting as their marketing techniques contradict that of Lulu Lemon as mentioned by Eugene Worifah in his blog. He wrote about Lulu lemon openly admitting that ‘some women’s just don’t actually work for the pants’. When compared to that philosophy the success of North Face makes much more sense.
