Patagonia's Competitor: The North Face

The outdoor apparel industry is worth $12 billion globally, and for over 50 years, a brand has been providing clothing for mountain climbers and skiers. Now, the company aims to establish itself as a major player in the $185 billion streetwear market.

A renewed interest in the outdoors has also benefited the company.

Steve Rendle, CEO of VF Corp., stated that there is a return to the outdoors, a focus on health and wellness, a commitment to sustainability, and consumers are looking to connect with brands that align with these trends.

The North Face's revenue increased by 31% to $883 million in the second quarter, boosting VF Corp.'s bottom line.

The surge in interest in outdoor activities presents both challenges and opportunities for the brand, as climate change and consumer trends such as sustainability have led to issues like the fact that 85% of textiles produced end up in landfills.

How is The North Face responding to competition from Patagonia in the outdoor apparel industry, and what factors led to its shift from climbing equipment to streetwear?

The North Face has announced a new direction for its brand.

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