Every product has a story behind its design intent. From the most simple t-shirt to an iconic jacket that’s been worn for decades, The North Face is always creating outdoor apparel to serve a specific purpose or tell a greater story. As the outdoor apparel industry continues to shift towards a digital experience we find more and more customers relying on online resources to research, compare, and evaluate the pros and cons of choices from multiple brands. This list of options is called a “consideration set”.

The story a brand tells about its product can play a huge role in a customer’s decision to purchase that product. For many customers, their apparel is more than a tool to explore the outdoors - in many cases, it’s an expression of who they are. To stand out in a “consideration set” it’s important to tell the story behind the product that a customer so closely relates to.

The Educational Product Video series is an effort to communicate the stories and design intent behind some of The North Face’s most impactful gear. My favorite example is the one you see on this page - A short video of The North Face athlete Jim Zellers discussing the iconic Base Camp Duffel. It was a blast shooting this content with our production crew and a rare treat to listen to Jim’s stories and experience using this duffel on many of his expeditions over the years.

Check out the Base Camp Duffel video on www.thenorthface.com