In 2017, I identified an opportunity for the brand to connect more deeply with our female consumer. Although she was our best customer, we almost never spoke to her and were losing a ton of business with her. Furthermore, the outdoor industry suffered from a male-dominated mindset. We had a huge opportunity to recruit a new generation of explorers—a generation of girls and women— but we had to walk the walk. We did this by highlighting the amazing female role models in The North Face community, by partnering with The Girl Scouts to create a new outdoor curriculum and by starting a movement internally to promote and reward women in the organization.
