STORE SPACES

North Face boasts commitment to women; will open dedicated stores

BY Marianne Wilson

The North Face is putting a new emphasis on women in its marketing and other aspects of its business.

The brand on Tuesday said it is committed to having a representation of men and women in all of its advertising, social media and content moving forward. The commitment starts with a new campaign, “Move Mountains,” a global initiative that celebrates the stories of female explorers and athletes. It includes a multi-year outdoor adventure collaboration with Girls Scouts of the USA, and a platform for sharing stories of women in exploration.

“We know better than anyone that there are plenty of women out there who are already accomplishing incredible, inspiring things every day,” said Tom Herbst, global VP of marketing at The North Face. “Yet women and girls don’t see themselves represented as ‘explorers.’ We had a simple theory that if women and girls see more role models in exploration, it will create more female role models for future generations.”

The North Face said it will open two women-specific stores in 2018. The first will be located in Edina, Minn., and will focus on the brand’s running and training apparel. The second women’s store, in San Francisco, will carry all women’s product lines, including running and training gear, mountain and urban focused products.

The North Face also is increasing its investment in women’s product design, and putting a renewed focus on employee development. It also is working on ensuring that the gender pay gap is closed among its team of athletes.

As part of its collaboration with the Girl Scouts, The North Face will give support for the creation of 12 new Girl Scouts outdoor adventure badges, ranging from mountaineering and climbing, to backpacking, hiking and trail running.

“We are excited to partner with The North Face to help girls challenge themselves, learn about the natural world, and continue the Girl Scout tradition of having life-changing outdoor experiences,” said Girl Scout USA CEO Sylvia Acevedo. “Our research shows outdoor experiences are part of fostering leadership skills in girls.”

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Do you think retail brands should steer clear of taking a stance on social and political issues?
STORE SPACES

Sears’s trifecta in energy management

BY Marianne Wilson

Sears Holdings Corp.’s ongoing commitment to energy conservation has been honored in three categories by the Environmental Protection Authority.

The retailer has been named a 2018 Energy Star Partner of the Year – Sustained Excellence Award winner in retail and in energy management for continued leadership in protecting the environment through superior energy efficiency achievements. Also, Sears’ Kenmore brand has been named a 2018 Energy Star Partner of the Year – Product Brand Owner. According to the EPA, it marks the first time a company has won all three awards: Retailer, Energy Management and Brand Owner.

Sears’ accomplishments in 2017 included a 9% reducing in total store energy consumption from February through August 2017. The company said it saved 82 million kilowatt hours of power, which equates at an average rate, to almost $10 million.

In addition, Sears processed and responsibly disposed of more than 182,000 refrigerators, freezers, AC units and dehumidifiers from January 2017 through September 2017. These efforts resulted in avoided greenhouse gas emissions of approximately 226,000 metric tons CO2 equivalent.

On the product front, through Sears’ sales of Energy Star products in 2017, customers were able to achieve energy savings of 298 million kWh, $70 million in utility costs, 459 million pounds of CO2 reduced, or equivalent emissions of 44,000 cars.

“We truly value Sears Holdings’ partnership with Energy Star and are honored to receive the Partner of the Year Award in Sustained Excellence for the ninth consecutive year in Retail and the seventh consecutive year in Energy Management,” said Edward S. Lampert, chairman and chief executive officer of Sears Holdings. “Being recognized by Energy Star as a retail leader only further increases our members’ trust in us to continuously provide energy-efficient solutions that meet their needs. We remain committed to continuing our work to help increase energy efficiency, to offer savings to our members, and to protect the environment through our dedicated efforts.”

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Do you think retail brands should steer clear of taking a stance on social and political issues?
STORE SPACES

Beauty brand taking retail road trip

BY Marianne Wilson

L’Occitane en Provence is packing up its brand for a trip across North America.

The company is set to debut the L’Occi Truck, described as its first-ever traveling shop experience. A retail store encapsulated on wheels, the truck is designed to convey the spirit and beauty of Provence.

“We are constantly challenging ourselves to surprise and delight our customers and, as a result of this, our in-store shopping experience has evolved dramatically in recent years,” said Paul Blackburn VP, concept design, construction & merchandising North America,” L’Occitane. “From our Flatiron experiential community flagship boutique in New York…. to most recently the digitally enhanced and multisensory flagship boutique at Yorkdale, we are addressing customers varying shopping needs in a variety of unique and unexpected ways. Continuing this trend, and inspired by the food-truck revolution, we are ‘driving’ our customer-first strategy even further by launching the #LOcciTruck.”

Inspired by the vintage French Citroën H Van, often used by small-town French farmers, the 16-ft. long by 7-ft. high truck has a retro-like design and is cladded in L’Occitane’s signature Provençal sunshine yellow. Two window-like openings, featured at the truck’s side spanning across the entire length and rear, invite customers to view an internal shelving display filled with a curated-assortment of product as well as relevant campaign imagery.

A tester-rail and foldable display counter anchored under the truck’s side opening will feature an interactive station for passerby to test-and-play with product. A large exterior screen will display video content showcasing the spirited Provençal lifestyle and brand history.

Expert “beauty associates” will be on board the truck at each stop to engage customers with exclusive product demonstrations, with the assortment tailored to each regional area.

The truck will make its first stop on April 7, in Washington, D.C., at the Cherry Blossom Festival. It will stop in key cities and regions with and without brick-and-mortar L’Occitane stores as well as buzz-worthy events and festivals that align with the brand’s DNA.

In addition, the L’Occi Truck will serve as a supporting asset for future store closings due to renovations to ensure the brand is always present for its customers’ needs.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Do you think retail brands should steer clear of taking a stance on social and political issues?