The North Face
The term tribal marketing is becoming very popular. This concept represents the practice of identifying consumers as a group based on common collective behavior rather than demographics. Today, it is important for a company to sell ideas and visions as how consumers of the particular brand will relate to it once he/she owns it, and not just selling consumers its products. A company that comes to my mind for doing a great job of building a tribe of customers is The North Face.
It is a popular American outdoor recreation product company that produces clothing, footwear, and outdoor equipment. However, part of it strategy is to shift “from an outdoor apparel to an active and lifestyle brand”. It focus is to reach the growing number of consumers who lead active lifestyles and spend more time training throughout the year.
This brand have drive emotional connectivity with consumers through innovation and sustainability activities. One strategy that the firm uses to improve sales is to encourage people to explore the lands around them. North face’s goal is to connect with people emotionally about the idea of exploring new and breathtaking places they have never been before. This way it had created a tribe of people who are passionate about travel, adventure, explore, photograph, among others. Personally, I love the vision and focus of this company, somehow its advertisements and campaigns (even visiting the stores) make me want to travel and go out and explore the world. I really like the vibe that the company gives me (like a wanderlust feeling). It is pleasant and makes me feel part of a group of interesting and amazing people who want to get out of their comfort zone and accept new challenges.
The North Face offers services on its website where the customer can email, live chat, or call with any questions that may arises when shopping on the site or any issues with the products. Under their customer service tap, they give options of what is covered on the warranties, frequently asked questions so save you time, contact information, the return policy and many other options to making your shopping experience with them as painless as possible. On the website, it shows how durable the product is and how it is made to help make the customer feel more at ease when purchasing a coat or pant. One of things that they do which you usually won’t see with other firms is the amount of products that were damaged, wasted, and donated. This is because they are very confident in the product they are releasing to the public and want to the customer to feel just as confident in buying the product. The company has good physical locations as well as Internet presence. They use a traditional source of promotion and with the internet growing everyday, the firm goes through social media and thought-sharing websites to promote their product. For example, it has an active presence on Instagram where it has 4.6 million followers and every time a person uses one of the products he/she can tag the company on he/her pictures.
I think a lot of people think the same way I do about this company. Every day there are more people who want to join the traveling movement, especially the new generations. The North Face gives these people ideas, dreams, and obviously products to use during their adventures.
Official Site -> https://www.thenorthface.com/
Reference:
https://micaelamcpaddensite.files.wordpress.com/2017/05/bus365project.pdf
