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2 out of 3 consumers are willing to pay more for a product from sustainable brands.
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The North Face launched a campaign to make consumers aware of global warming.
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About 45 percent of outdoor wearers in the United States say they are likely to wear The North Face again.
The slogan of The North Face is “Never stop exploring”, so with his new campaign called Global Warming Seriesthe brand seeks to explore new ways of doing things, creating a futuristic collection with designs based on Artificial Intelligence (AI) predictions to develop garments that will be resistant to the extreme conditions of the future, and at the same time, respectful of the environment.
environment.
The North Face Headquartered in the United States, it was founded in 1968. The brand specializes in outdoor performance products, ranging from outdoor sportswear to sporting goods. The company was bought by VF Corporation, owner of other iconic brands, such as Vans, Timberland and Supreme.
According to data from a Statista survey from last year, when it comes to wearers of outdoor fashion, brand recognition of The North Face it was 86 percent in the United States. Said survey was carried out using the concept of assisted brand recognition, showing respondents both the brand logo and the written brand name. Additionally, about 45 percent of outdoor wearers in the United States said they are likely to wear the brand again. Today, the firm enjoys rapid revenue growth as well as popularity abroad.
The North Face presents collection designed with AI for an uninhabitable future
The North Face next to miracleman Thompson created a creative collection of futuristic clothing using data to predict upcoming climate changes on our planet, with the help of Artificial Intelligence (IA) designs were created that are adapted for extreme cold or heat, at the same time, the garments will be respectful with the environment.
It should be noted that the campaign had the creative strategy of making consumers aware of what is coming with global warming, The North Face wants to convey a clear message: “We do not want to launch this collectionthis is a wake-up call for everyone: brands, governments, consumers, human beings, to take action now and avoid reaching a future where exploration has to adapt to the extreme conditions of a hostile world.”
Gina León, Country Manager of The North Face, He noted that what inspired the brand to create a virtual collection for an unlivable future is taking care of everything they explore.
“Basically, it’s in our DNA to take care of everything we explore, and you don’t see everything that’s happening around the world with the weather, The North Face is the number one brand of outdoor premium in the world as well as in Mexico and that is why this idea of the collection that we definitely do not want to launch was born”, said Gina León for Merca 2.0.
Regarding the designs that the AI generated, he commented that “it is an aesthetic that in fact does not go very far with what we have already seen in recent years in natural disasters.”
It should be noted that to help in the fight against global warming, the brand will launch the collection
virtual in the metaverse where the garments will be on sale as NFT and all the money that is collected will be given to the ONG mexicana ProNaturewhich stands out for being one of the most serious, experienced and committed institutions with the preservation of the environment.
“Global Warming Series” It came to join the rest of the sustainability practices that The North Face has been developing for years. In order for the brand to ensure that its production is friendly to the environment, its goal for 2025 is that its panel be made of recyclable, sustainable and renewable materials. They will also remove all plastic from their packaging, including labels. To pack their items they will use bags and headbands with recyclable materials such as cardboard. And it is that Jonathan McVinish comments – General Creative Director of Wunderman Thompson Mexico that garments The North Face They have a durability of at least 10 years or more due to their resistant materials.
with this campaign The North Face y Wunderman Thompson they seek to call the attention of consumers so that they are more aware and responsible for their practices and never see the need for this campaign to become a reality.
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