The North Face: Finding True North
Ogilvy Shanghai
Advertiser: VF CorporationBrand: The North FaceCountry: China
Objectives
Around the world, The North Face is the leading brand of outdoor adventurism. It is widely accepted as the main pioneer of the outdoor categoryi and it generally enjoys the number one position in every market it competes in.ii
Except China. Unlike the USA where the brand enjoys a long history of pioneering stretching back to 1968, in China, The North Face began seriously pushing its brand as late as 2009.iiiConsequently, the market was...