Context & Challenges
The North Face, one of the world’s most recognised outdoor clothing brands, wanted to create a unified brand approach for the China market – one that would bridge the gap between multiple local offices and global headquarters. The goal was to blend deep consumer understanding with clear operational direction, ensuring the brand could engage Chinese consumers in ways that were both culturally relevant and commercially effective.
The challenge lay in consolidating fragmented plans, aligning diverse regional perspectives, and defining a future-forward roadmap that would enable The North Face to stand out in a highly competitive and rapidly evolving retail environment.
Strategy & Execution
TONG Global delivered a tailored programme combining market research, strategic planning, and collaborative workshops.
1 – Consumer Insight Foundation – Multi-city primary research uncovered the motivations, expectations, and cultural touchpoints that shape how Chinese consumers engage with outdoor lifestyle brands.
2 – Brand Positioning in Context – Insights were analysed through the lens of both global positioning and China’s unique consumer landscape, identifying opportunities to own the outdoor narrative “on and off the mountain.”
3 – Cross-Team Alignment – Facilitated workshops brought together geographically dispersed teams, creating space for shared dialogue, consensus-building, and creative problem solving.
4 – Actionable Roadmaps – The output was a set of clear strategic priorities, operational pathways, and communication processes designed to unify teams and guide future campaigns.
Results
The project equipped The North Face China teams with a unifying strategy to drive growth, deepen consumer engagement, and enhance alignment between local execution and global vision. It set the foundation for consistent and culturally relevant brand storytelling and integrated team processes across multiple offices.
A roadmap for future initiatives grounded in robust consumer insight allowed the client to accelerate their moves into new segments, and achieve a unified global image – opening the door to a new chapter in China for the brand.
