Sharkey’s Machine


The north face of The North Face: The Challenges Facing TNF

The North Face derives its name from side of the mountain that typically is the most the challenging to climb. The North Face business structure also faces challenges. In times where most companies are experiencing a regression in financial productivity, TNF seems to be prospering. At the April 2008 Lehman Brothers Retail Conference, Senior Vice President and CFO of VF Corporation Bob Shearer discussed how the outdoor division of VF Corp continued to show profitability despite an overall slowing of the economy. Mr. Shearer identifies TNF’s biggest challenge not with economic fluctuations but with staying on top of new technology and product development. Mr. Shearer says “we’re never satisfied with what we have at The North Face. We’re always looking for that next new (technological breakthrough)… more than anything else it’s just absolute devotion to having the best product out there.”

 

It is often said that imitation is the highest form of flattery. When you are the technological leader you are blueprint for imitation. The North Face isn’t red from blushing; however, it is red from anger over the imitation of its products. TNF products are some of the most counterfeited products on the black market today. Over the past few years The North Face has received multiple multi-million dollar counterfeit lawsuits judgments in its favor. The North Face has over a hundred employees who work on investigating and uncovering these misrepresented goods. For some that is not enough. In 2004 a college student developed a website, www.thenorthfaceguru.com, after being ripped off when he unknowingly purchased a counterfeit TNF jacket. The website has been featured in Business Week; and gives tips, forums, and pictures to help other consumers spot fakes.

 

 

 

 

Reference: 

Casabona, L. (2007, February 2). North Face Gets $7M in Counterfeit Suit. WWD: Women’s Wear Daily, 193(24), 19.

Casabona, L. (2006, March 6). Legal Breifs. WWD: Women’s Wear Daily, 191(47), 31.

Guru, (2008). The North Face Guru. Retrieved October 26, 2008, from The North Face Guru Web site: http://www.thenorthfaceguru.com/

Hawker, Lizzy (2008). The North Face. Retrieved October 26, 2008, from Wikipedia: The Free Encyclopedia Web site: http://en.wikipedia.org/wiki/The_North_Face 

McClintock, M. (2008).VF Corporation at Lehman Brothers Annual Retail Conference – Final. Fair Disclosure Wire (Quarterly Earnings Reports). Conference transcription, Accessed online November 25,2008, from EBSCOhost database Georgia Southern University.

 

 

Advertisements

1 Comment so far
Leave a comment

[…] The north face of The North Face: The Challenges Facing TNF By donovansharkey We?re always looking for that next new (technological breakthrough)? more than anything else it?s just absolute devotion to having the best product out there.? It is often said that imitation is the highest form of flattery. … Sharkey's Machine – https://sharkeysmachine.wordpress.com/ […]

Pingback by Technology Advancements and News » The north face of The North Face: The Challenges Facing TNF




Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s



%d bloggers like this: