The American brand The North Face, which specializes in manufacturing of technologically advanced sportswear and travel equipment, opened its first interactive store in New York. The new shopping space that opened up to customers in Soho, Manhattan, presents The North Face’s redesigned global retail concept.
The focus of the new format is on the “base camp” and represents the conceptual zoning of the shopping space, which differs depending on the needs of the brand’s customers in clothes and equipment and the choice of the type of active recreation.
The two-story The North Face store in New York City has a total floor space of about 8,000 square foot. On the ground floor, there are men’s clothing, backpacks, tents, and sleeping bags, hiking, camping, and rock climbing equipment. On the second floor, there are women’s clothes, as well as shoes and equipment. It is the first image retail project for the brand, which dates back to the 60s of the last century, created to demonstrate the stability and rich heritage of the company.
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Among the innovations presented in the concept store, The North Face highlights furniture elements made from recycled materials, mobile phone charging stations, a small library of specialized literature, as well as a specially designed fragrance with the smell of Yosemite National Park.
“Instead of delivering the same customer experience that used to be the only goal of the store, our goal is now to inspire and impress,” said Mark Parker, vice president of customer service. – “We were born in the mountains and were welcomed by the city.”
The opening of the Manhattan store is the first link in the upcoming global renewal program for The North Face. The new stores in Seattle and New Jersey will open in the coming weeks. And in the fall, the new concept will premiere in the European market. The company expects to complete the renovation of all existing retail facilities by 2024.
