As part of a global brand campaign committed to featuring more women and girls in its marketing, messaging and advertising, The North Face announced that it would be opening two women-specific stores in 2018. The first, located in Edina, MN, will focus on the brand’s running and training apparel. The second women’s store will be located in San Francisco, and carry all women’s product lines, including running and training gear, mountain and urban-focused products. In addition to these stores, The North Face will be increasing investments in women's product design, employee development, and closing the gender pay gap.
Total Retail's Take: It's encouraging to see The North Face take such an active role in championing women's issues. More is expected of retailers and brands today when it comes to corporate social responsibility. The days of selling product and having just purely transactional relationships with customers are coming to end. Customers are looking for deeper relationships with retailers and brands. With so many choices available to them, consumers have become more discerning when it comes to where they spend their money. If they don't believe a brand shares common values and beliefs, they will choose to take their business elsewhere. The North Face recognizes that, and is choosing to make its voice heard.