THE NORTH FACE ANTORA RAINWEAR — KELLEN HENNESSY

KELLEN HENNESSY

CHALLENGE: THE CORE VOLUME RAIN FRANCHISE WAS FLATTENING. SILHOUETTES FELT DATED, DETERRING YOUNGER CONSUMERS & GETTING LOST IN A SATURATED CORE MARKETPLACE.

GOAL: RE-INTRODUCE OUR ENTRY LEVEL RAIN WEAR WITH AN ICONIC TNF POV & TRUSTED PERFORMANCE WHILE MAINTAINING GOOD LEVEL PRICE POINTS & TARGET MARGINS

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RESULT: THE ANTORA FRANCHISE BECAME A $55-$60M BUSINESS, AND THE #1 RAIN GROUP FOR TNF, BRINGING IN NEW CUSTOMERS WHILE ALSO SATISFYING THE NEED OF EXISTING CORE VOLUME CONSUMERS.