North Face Down Jacket mens

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The company North Face Denali Hoodie mens knows well that ¡°catering to the masses is where most of the money is,¡± Professor Goldsmith said. ¡°Catering to the niche market is where you build your brand equity.¡±

Instead, he said, North Face decided four years ago to divide its products and marketing into four ¡°activity based¡± models: hiking, trekking and mountaineering; running and training; snow sports; and youth (aimed at those 12 and under). ¡°We do consider our core customer to be someone who is centered in one of those activities,¡± he said.

The North Face, Inc., is a manufacturer and distributor of high-grade equipment and apparel used in mountaineering, skiing, and backpacking. While the reputation of North Face was built on outfitting North Face 3 In 1 Jacket mens expeditions, the company's growth in the 1990s came through the introduction of high-tech apparel in upscale retail stores. With Summit Shops, North Face established its use of a "store within a store" concept. In 2006, there were approximately 100 Summit Shops located within retail shops in the U.S. There were also ten North Face retail stores scattered across California, Colorado, Illinois, Massachusetts, New York, Oregon, Virginia, and Washington. Overall, North Face products could be found in over 3,500 locations across the globe. The company fell on hard times in the late 1990s and was eventually purchased by VF Corporation in 2000.

As Mr. Spaletto said, ¡°I think a big mistake other brands make when they find a wide variety of different consumers like their product is that they try North Face Down Hoodie mens to change the way they position their brand. We have never done that.¡±

And the strategy apparently works. North Face reported global revenue of $1.9 billion in 2012, up from $242 million in 2001, right after it was bought by VF. Its steadily rising revenue appears to indicate that it has found a way to draw in average consumers without undercutting its aspirational message.

Companies need demographic data for all sorts of reasons, including targeted advertising, she said. ¡°Maybe they don¡¯t want it to be in The New York Times that their North Face Windstopper Jacket womens average customer is, say, a 36-year-old stay-at-home mom,¡± she said.