Steve Lesnard Heads The North Face’s FUTURELIGHT Brand for Active Outdoor Wear
People who lead active outdoor lifestyles know what it means to be prepared for inclement weather. While the occasional camper might not appreciate some of the nuances of specialty outdoor gear, the enthusiast might make it part of his/her ensemble. This is the type of mindset that is behind The North Face’s new product line FUTURELIGHT.
The North Face recognizes that image is crucial to the success of an outdoor apparel brand. This is why the company chose Steve Lesnard as its chief of marketing. Mr. Lesnard has found great success in high-profile marketing campaigns. This includes several years managing annual Olympic campaigns and multibillion-dollar ventures.
Make no mistake, Steve Lesnard it’s not all about the business side. He is as much an outdoor enthusiast has anyone. It is only in this way that he can lead with such great success.
Marketing outdoor apparel is not the same as what is commonly found throughout large retailers. Furthermore, The North Face’s FUTURELIGHT brand is an uncommon selection in terms of performance wear. While many brands will tout their ability to handle the elements that arise during times of bad weather, this is the expressed concern of The North Face.
Steve Lesnard understands the distinction between specialty outdoor apparel and performance wear. In the FUTURELIGHT brand, he has a micro niche for the outdoor gear consumer. Simply consider how some people appreciate warm clothing because it is conducive for their job. Now consider the outdoor recreationalist who might appreciate comfort and warmth but not care much about a more efficient product.
FUTURELIGHT is about getting the most out of available technology. Yes, it is outdoor gear, but it is outdoor gear that is most suitable for active individuals. This distinction can make a great difference, especially over time.
Steve Lesnard’s: Twitter.
.