brand suffered from the consequences of the social issues related to the violence in schools and from the penalty it received, now the CEO has to make the choice to differentiate the strategy from the old days. Although, the sales of The North Face still remain number one in the outdoor wear industry, the customer preference has been slowly falling after the peak success among the teenagers. Also
Market Analysis; Big trend of outdoor wear.
purchase power of teenagers through thirties has greatly increased.
Survey. FGI(Focus Group Interview)
the outdoor wears are enjoying a boom
purchase of clothes is high of shoes is notably low
conclusion; outdoor wear brand is fragmented compared with other
large brands, but hiking-boots are
In conclusion, we select Canon as our company in that it can ensure a number of customers with the based brand awareness and it is also seeking for the new market out of the DSLR market.(Lifecam is action/outdoor camera) Also, as it is mentioned beforehand, Canon with the technology that keeps the quality of DSLR to compact camera is considered best to develop Lifecam than other camera brands.
1966, San Francisco
Outdoor Equipment store
Came to Korea:
Break the stereotype
Focusing on the design
Became trend among teenagers and twenties
casual design and practicality
Fast new product release cycle
High priceLimited popularity
Both this most popular trend at this moment inSouth Korea, the well-being-oriented life, and the feverfor the other hot trend all over the world, the outdoorlife, have been a success factor for such a rapid growthof all those outdoor brands in the f