25 Brands Unwrapped: Day 21 - The North Face

Welcome to Day 21 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.

Today, we analyze The North Face!





The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.

Here is the data unwrapped: 

What is the first word that comes to your mind when you hear The North Face?
"Outdoor" (407)

How would you describe the "typical" customer of The North Face?
Sample Responses:
"Someone who enjoys the outdoors, values functional, technical gear, and is willing to pay a bit more for reliability—often a weekend hiker, parent with active kids, or trail user who wants weatherproof clothing."
"People who like hiking, camping, and branded outdoor stuff — usually middle‑income or willing to pay more for a jacket that looks and feels premium."
"Someone who likes being outdoors or wants a reliable, warm jacket — hikers, students, or people who wear it for style and practicality. Usually cares about quality but watches their budget."

If you could rename The North Face to describe what they actually are, what would you call it?
"Outdoor Outfitters"
"Outdoor Gear Co"
"Reliable Outdoor Gear"

Describe The North Face in exactly three words.
Durable: 92.9%
Expensive: 38.1%
Practical: 36.8%

If you could fire the CEO of The North Face, would you?
No: 99.3%
Yes: 0.7%

If you met the CEO of The North Face, what is the first question you would ask them?
Top Themes:
"Why are your jackets so expensive?"
"How are you ensuring your products are made ethically and built to last?"
"How are you balancing quality, sustainability, and affordability for everyday customers?"

What is the maximum price (in dollars) you would pay for a product before walking away?
Average: $170.48

How long do you expect a The North Face product to last?
Average Duration: 4.8 years
Breakdown: 5 years: 76.8%, 3 years: 15.8%, 7 years: 5.1%, 4 years: 0.7%, 10 years: 0.5%, 2 years: 0.5%, 8 years: 0.4%, 6 years: 0.2%

If you could change one thing about the product, what would it be?
"Make them more affordable and easier to repair."

Who is the biggest threat to The North Face?
"Patagonia" (446)

What is the best alternative to The North Face?
Patagonia: 64.8%
Columbia: 33.9%
Carhartt: 0.3%

Why haven’t you switched to a competitor yet?
Sample Responses:
"I'm loyal to items I already own, and I like the fit and style; switching takes time and trust, and alternatives aren't always that different on price or quality."
"I mostly buy based on price and what I can find on sale or secondhand; if a cheaper brand fits and lasts, I switch."
"I haven't switched because I already own some pieces that still work, I like the style, and I usually wait for sales."

On a scale of 0-10, how much do you trust The North Face?
Average Score: 6.2 / 10
Breakdown: Score 4: 0.7%, Score 5: 5.1%, Score 6: 65.4%, Score 7: 28.8%

Do you think The North Face’s best days are ahead of it or behind it?
Ahead: 96.9%
Behind: 3.1%

If The North Face went out of business tomorrow, would you care?
No: 94.2%
Yes: 5.8%

Does The North Face actually care about its customers?
Yes: 74.4%
No: 25.6%

Do you know the name of The North Face’s CEO?
No: 100.0%

Does the CEO’s public behavior make you less likely to buy from The North Face?
No: 90.3%
Yes: 9.7%

Do you think the leadership at The North Face is competent?
Yes: 90.9%
No: 9.1%

Is the leadership of The North Face a liability to the company?
No: 90.4%
Yes: 9.6%

Do you think the CEO uses their own product?
Yes: 75.2%
No: 24.8%

Do the executives at The North Face seem out of touch with reality?
No: 72.2%
Yes: 27.8%

Would you buy The North Face if it weren't on sale?
No: 56.8%
Yes: 43.2%

Is The North Face worth the money?
Yes: 56.6%
No: 43.4%

If The North Face raised its prices by 10%, would you still buy it?
No: 63.2%
Yes: 36.8%

If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert Scale: Very Unlikely to Very Likely)
Average Score: 3.6 / 5
Breakdown: Score 2: 11.8%, Score 3: 25.8%, Score 4: 55.1%, Score 5: 7.3%

Has the quality of The North Face declined recently?
No: 91.8%
Yes: 8.2%

Is The North Face too "woke"? (Yes/No) Result:
No: 96.9%
Yes: 3.1%

Are you loyal to The North Face because you like it, or because you’re stuck?
Like it: 69.9%
Not loyal: 29.2%
Stuck: 0.9%

Do you think The North Face will exist in 10 years?
Yes: 100.0%

How likely are you to purchase from The North Face in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely)
Average Score: 2.6 / 5
Breakdown: Score 1: 4.4%, Score 2: 40.4%, Score 3: 46.3%, Score 4: 8.8%

See you tomorrow for Day 22!