TNF announces record order book
US-based outdoor apparel, equipment and footwear company The North Face has announced a record-breaking pre-season order book for autumn-winter 2011 and has closed its EMEA (Europe, Middle East and Africa) books one month earlier than usual.
Key contributors to the brand’s positive momentum for the autumn-winter 2011 season include new and innovative product stories; a high sell-through in autumn 2010 and an increase of marketing investment in 2010-11.
The company claims that despite issues in sourcing across Asia, it has worked to anticipate issues that many brands are currently facing, such as late delivery, under-stock and quality issues. In the chain of supply and delivery, taking orders from key accounts as early as December helps influence factories to place its manufacture at the top of the production list, ultimately leading to The North Face being one of the first brands in-store – and an increased chance of enhanced sell-through.
“We are thrilled with the confidence our retail partners are giving us,” said Arne Arens, sales director, The North Face EMEA. “We see this as a sign of our strong relationships in the market and the incredible momentum we are experiencing as a brand across Europe.”
