The Peak Issue No 4- Final Draft

Associate Spotlight | What is Retail? A look into the DTC Conference 2017 | A Future of Change | All New: Homestead | and more | JULY 2017
in print
It’s July. The halfway point in the fiscal year.
Now is a great time to reflect on the journey thus far, celebrate successes,
and build an action plan for the next six months. This year has been full
of change. And while change can be intimidating, change is necessary.
Change encourages growth.
In this issue, you will read about the recent DTC Conference, where an
overarching mantra was “one team, one dream.” Keep this philosophy
in mind and ask yourself how it applies to you and your store at the
start of everyday. You will also read about some incredible things that
are happening at TNF from store refreshes, to new products, to new
Issue No. 4
technology.
Enjoy the road in front of you and never stop exploring.

"The most important thing is to
be consistent."
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- Rory Bosio, Endurance Runner

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Dear Associates,
I’m thrilled to be stepping into the role of president, and can’t
wait to work with you to highlight our incredible products and
retail experience.
I believe we have an opportunity to grow our brand across the
world, and do it in a way that celebrates the strengths and
diversity of all our local teams. One of my main priorities is working
with you to keep evolving our stores and products to delight our customers.
Our stores are places where we can inspire peoples’ dreams, and enable
them to get out and explore. The ability to do this – and our commitment
to our customers – is a big part of what I love about The North Face, and
something we can do better than anybody else out there. The unique
retail experiences you bring to life every day combined with our upcoming
products, make this a very exciting time.
I look forward to meeting more of you and learning about your own passions
for the outdoors. As a long-standing member of The North Face family, I am
proud to be a part of it with you all.
Kind Regards,
Arne Arens
Global Brand President
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ASSOCIATE SPOTLIGHT
LIVING THE BRAND
WRITTEN BY: Tyler Starzynski, Store Manager, TNF #1211
"After Spending 10 days on the beaches of San
Juan Del Sur and the colonial gems of Granada
and Leon, surfing and zip-lining weren't enough.
So we decided to go after a fairly new extreme
sport.
Volcano boarding is what it sounds like, sort of.
Think extreme tobogganing with one catch, the
volcano is active. This currently can only be done
in one place in the world: Cerro Negro, Nicaragua.
Cerro Negro The Crater
A volcano that last erupted in 1999 but our guides
tell us there had been some recent seismic activity
earlier in the year, but y.o.l.o. right?
After hiking up the small mountain (2,388 feet)
with views of a steaming crater it was time to don
our red jumpsuits, $2 goggles, and bandanas and
ride a small piece of wood down a 2,000+ foot
45 degree slope at speeds upwards of 60km/h
(37mph), all the while getting pummeled by
volcanic ash and rocks.
Not sure whether it was the thrill of the run or the
thrill of survival but nonetheless this was one of
the most adrenaline filled experiences of my life.
If you're ever traveling in Nicaragua this is
definitely one to put on the bucket list."
Never Stop Exploring.
The hike up
"This was one
of the most
adrenaline filled
experiences of
my life."
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*PEAK
PERFORMERS
#50 #318
Top District — YTD to Plan (thru May)
Top Stores by Channel —
YTD to Plan (thru May)
Salt Lake City #50 Full Price
Ontario Mills #318 Outlet
Northwest > Alex Dowgiallo
Top Sales/District by Channel (US)
Congratulations to these associates who are Top 2 in their
district and posting amazing numbers year-to-date (thru May)!
Name Title District Store Name Channel YTD Sales (thru
May)
Wendell Reid Sales Associate NY Metro Fifth Avenue Full Price $308,192
Brandon Moran Sales Associate West Ala Moana Full Price $236,975
Billy Kirscher Stock Supervisor Northwest University Village Full Price $189,647
Steve Beggs Sales Associate East Boston Full Price $156,054
Derek Glanville Sales Associate Southwest Beverly HIlls Full Price $143,791
Christopher Wussler Selling Supervisor Upper Midwest Mall of America Full Price $119,154
Susan Kaplan Sales Associate Midwest Somerset Collection Full Price $110,119
Andre Hudson Selling Supervisor Mid Atlantic Towson Full Price $99,369
Laura Koepnick Hill Assistant Store Manager Central Kansas City Full Price $94,975
Steven McCaig Selling Supervisor South East Nashville Full Price $93,818
Kathryn Flanagan Sales Associate Northeast Rochester Full Price $62,549
Christine Garahi Sales Associate South East Sawgrass Outlet $388,792
Maria Padilla Selling Supervisor Southwest Las Americas Outlet $286,297
Carlos Chu Huerta Sales Associate Northwest Lincoln City Outlet $231,124
Gisela Torres Pichardo Sales Associate Central San Marcos Outlet $224,030
Jason Feliciano Sales Associate West Berkeley Outlet $193,336
Joann Passafiume Sales Associate NY Metro Woodbury Outlet $166,947
Anne Wainright Selling Supervisor Midwest Cincinnati Outlet $166,038
Christian Ferro Sales Associate East Tannersville Outlet $164,753
John Russo Sales Associate Mid Atlantic Williamsburg Outlet $96,313
Lauren Austin Selling Supervisor Upper Midwest Pleasant Prairie Outlet $89,777
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Adam Kingston Sales Associate Northeast Freeport Outlet $83,708
Top Sales/District by Channel (CAN)
Name Title District Store Name Channel YTD Sales (thru
May)
Andrew Dukaczewski Sales Associate Northeast Montreal Full Price $125,439
Hye Kang Sales Associate Northeast Niagara Outlet $203,853

A MOMENT FOR INMOMENT...
Kevin Brown, Sales Associate, TNF#62, Freeport
Nathan Medeiros, Sales Associate, TNF#509, Westfarms
“Kevin was amazing. I am a sales professional myself, and
Kevin was as consultative as a salesperson I've met in a long
time! I didn't really intend on buying anything that day, but
Kevin's passion and knowledge about the product sold me
on a hooded vest in a color I never thought I'd buy. The good
news - my wife says I look great in it! The even better news -
I got a great deal! KEVIN FOR THE WIN!”
“Went in looking for a warm, knee length jacket. Nathan M.
greeted me as I came into the store, asked if he could help.
He showed me a couple of different options, helped me find
my size. He was instrumental in helping me make my choice.
He was excellent and very attentive. Based on the service I
received from this staff member I would highly recommend
shopping at this store!”
“Will was superb. He worked to get me the right product
for me. He was very knowledgeable and was committed to
holding up the standard of the North Face brand. Will went
above and beyond.”
Will Kammin, ASM, TNF #4, Seattle
Will Kammin
Kevin Brown
Nathan Medeiros
Greg M
Greg Dominick
Greg Auble
Greg Dominick, Sales Specialist, TNF#516, Fifth Ave
Greg Auble, Stock Supervisor, TNF#27, Boulder
“Greg was really helpful. He walked me though a few
different jacket options for my boyfriend, and eventually
his opinion and knowledge of the various choices led me
to decide on the jacket I got. He also went above and
beyond to see if there was extra stock in the back for
the color and size that my boyfriend would like, instead
of just recommending the easy color option that was on
the floor. Aside from his product knowledge, his overall
professionalism and demeanor was very pleasant to be
around. I would definitely recommend this store again.”
“Greg was incredibly helpful in helping us to make a decision
on a special purchase of a really warm down jacket for
my wife. He made a great effort to provide us with the
options that we needed. He first determined what she was
looking for and what was the intended use, then provided
multiple options along with knowledgeable explanations and
recommendations. Thank you Greg for your help.”
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WHAT IS RETAIL?
DTC Conference 2017
What is retail? That is the question. It was also the theme of this year’s DTC Conference, where the
topics of discussion focused on retail in a digital sense (i.e. e-commerce), retail in a physical sense
(i.e. brick and mortar stores), retail chaos (i.e. peak holiday season) and retail excitement (i.e every.
single. day.) But one overarching topic of discussion and quite possibly the biggest takeaway, is that
TNF is one team. One team living the same, awesome dream.
Over the course of four days, attendees came together at Costanoa in Pescadero, California to listen,
to learn, to network, to celebrate, and to share one common thread that pieces all of us at TNF
together.
Attendee Colin Keene, SM of TNF #509, said, "In a time where there is so much uncertainty in
retail and you hear about defeat, the confernce really instilled in us all a sense of empowerment.
TNF is taking a heads on approach to continue to lead the way as a premium brand. That is truly
inspirational."
Between executive speeches, break out groups, and activities (like a hike led by the one and only
Conrad Anker!!), attendees definitely kept busy and left feeling motivated, inspired, and invigorated.
One team, with one dream that never stops learning. Never stops trying. Never stops exploring.
And that's a wrap.
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"This years conference really helped
connect all the managers within my
district! The group activities helped us
learn about each other! The leadership
challenge was hands down the most
inspiring event of the week! We learned
about communication and other skills
that we can take back to our stores that
truly inspires the "one team one dream"
message!" - Emily Force, TNF #315
"From an outsiders’ perspective the Store
Managers Conference really came together
flawlessly! From the location, check-in,
activities, rotations, dinners, presentations all
the way down to the small details. Everyone
left feeling appreciated, pumped up and
reinvigorated.” - Kim Miller, Training
"The showstopper was Conrad. I am not sure
how to describe what seemed like a mythical
rise from the ashes return. To see him in good
health and good spirits really put some of my
daily struggles at the shop into perspective.
It was uplifting and motivating as always to
hear Conrad speak; but this one was even
more powerful and moving considering the
events that he has recently been through. A
Truly Never Stop Exploring Moment to be
remembered." - EJ Reiser, TNF # 511
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CELEBRATING AWESOME-NESS
THE HIGHEST HONOR: SM'S AND DM'S OF THE YEAR
One of the best things to happen at the DTC Conference is awards night. A time when those that went the extra mile are recognized and celebrated
amongst their peers. These folks are the definition of retail and all it encompasses. TNF wouldn’t be the same without you, and for that, we thank you,
truly, for all that you do. Congratulations!
SM of the Year: Yadira Martinez, TNF #301, Sawgrass Mills
SM of the Year: Matt Muirhead, TNF #304, Vacaville
Yadira Martinez (center) with Troy Greenwood, Conrad Anker, Todd Rutan, Erik
Searles, and Mark Rush
Matt Muirhead (center) with Troy Greenwood, Conrad Anker, Mark Rush, Todd Rutan,
and Erik Searles
“I am passionate about driving results and to continuously
keep setting a bar for myself and my team. This is a huge
accomplishment for me. I'm thankful to have been awarded with
this award. This year I am going to keep working hard, improving
myself as a team leader and my team to reach their highest
potential.” – Yadira Martinez
"Winning this award is a great honor because it is a huge
testament to all of the hard work the team has contributed over
the past three years. I consider this much more of a team award
than an individual honor because without the great team we have
built, there is no way we could have achieved the kind of growth,
development and success that we've realized." - Matt Muirhead
DM of the Year: David Pulcinella, NY Metro
DM of the Year: Alfonso Davila, Southwest
David Pulcinella (center) with Troy Greenwood, Conrad Anker, Todd Rutan,
Erik Searles, and Mark Rush
Alfonso Davila (center) with Troy Greenwood, Conrad Anker, Mark Rush, Erik
Searles, and Todd Rutan
"I love the culture. The Never Stop Exploring motto is something
that inspires me to push myself and go outside of my comfort
zone. The team I work with all share a passion for the outdoors
and adventure so it makes it fun to come to work every day. The
North Face is just a cool place to work!!" - David Pulcinella
"What do I love about working for TNF? Lots! LOVE the Brand, LOVE
the culture! LOVE that I am part of such a great organization that
consistently is committed to exceeding expectations. Enjoy and
respect for the people/staff who work for TNF and the dedication
they have also. And last! The customers! How they believe in
our products and I am glad to be there to assist and help in their
needs." - Alfonso Davila
CONGRATULATIONS TO THESE AWARD WINNERS
WOW! Service Award
Colin Keene, TNF #509, Westfarms
Joe Segura, TNF #83, San Marcos
Rookie of the Year
Brent White, TNF #321, Rehoboth
Edgar Cortes, TNF #74, Woodburn
Never Stop Exploring Award
Mark Romano, TNF #308, Tannersville
Justin Wambold, TNF #80, Castle Rock
HQ Partner of the Year
Marzan Woo
Top Sales Award:
TNF #301, Sawgrass Mills
TNF #48, Bethesda
TNF #81, Gilroy
TNF #506, South Coast Plaza
Sales Contest Winners:
TNF #28, White Plains
TNF #78, Tulalip

TECH UPDATE
ORDER UP!
Introducing In-Store Pick-Up Orders
Can’t find what you’re looking for? We got you. Recently,
we made updates to our systems to reflect real time store
inventory, even mid-day. That means that what you see on
the site, is what we have available in store. End of story,
almost.
Now, comes the next phase of this multi-year, customer
service enhancing project: In-Store Pick Up Orders. In
the near future, three Seattle stores will pilot a new and
convenient way for customers to shop. On your way out
of town and realized you forgot your jacket? We got you.
Order from the website on your smartphone while you’re
en route and we’ll have the jacket waiting for your arrival
at the store. Payment is completed online so pick up is a
breeze. Order online, pick up in store. Done.
WHERE ARE WE HEADED?
A look into what's next
We keep saying it, but that’s because it’s true.Technology
is where it’s at. In fact, we never stop exploring when
it comes to technology. In the last couple of years,
we’ve seen quite a bit of success in our world. We’ve
successfully rolled out an all new scheduling application
(Storeforce) and a customer survey application
(InMoment) in which we’ve seen a lot of traction. But, one
of our biggest wins has been the rollout of Square mobile
POS, where we are approaching almost $4 Million in
sales!
But we can’t stop there. Because we want customers to
have more inventory available to them than ever before,
we’re working on further enhancements where customers
buy online and product is shipped directly to the customer
from the closest location possible, store or warehouse.
This phase increases speed to customer and shipping
efficiency in the biggest way possible. A huge win in our
goals to increase sales and delight our customers.
“If TNF has it in stock anywhere in the network and
a customer wants it, we will get it to them as fast
as possible.” – Beth Shamrock, Project Manager,
DTC Operations
We’ll keep you updated on this project as we go… stay
tuned!
So, what’s next? Here are a few things we’re working on:
• An interim Time and Attendance solution for Canada
via Storeforce.
• Moving Square from the consumer application
to the newly developed retail solution which will
accommodate a larger SKU library and allow for more
Square users within each location.
• Event based selling, which will give stores the ability
to sell at offsite events in their local areas.
Of course, keep in mind that we learn as we explore and
future and ongoing projects are always subject to
change.
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A FUTURE OF CHANGE
A LOOK INTO STORE REFRESHES
Our stores are the face of our brand. Our customers formulate an
impression of our brand and our products through their experience
as soon as they walk through our front doors. Each and every
store represents an image that The North Face brand prides itself
on. An image of how we want to be known in the technical outdoor
retail landscape.
And so, it is imperative that our stores have immaculate standards
within an organic and authentically styled environment. This was
the goal we set forth when making the decision to refresh our
stores. And this is the goal we continue to strive towards, every
day.
As part of the refresh, store teams go through extensive training in
three major areas: Rigging and Styling, Merchandising, and Lighting.
Learning things like the importance of mannequin groupings
and fixture placement, the importance of differing color stories as
a way of identifying each territory, and the importance of various
technical rigging techniques while utilizing TNF and OV product
simultaneously.
They also learn things like when to (and when not to) use the
Rule of 5 for hanging items, how visual merchandising is an equal
balance of creative aesthetic and business strategy, and how
to create a continuous flow between mannequins, fixtures, and
merchandising. They learn how to use lighting to attract and guide
customers into and through the store, draw attention to specific
merchandise, mannequins and creative presentations, and how
to highlight features and displays, enhance colors, textures and
forms.
In 2016, we completed seven store remodels. And, although there
were some learnings, the outcome of those refreshes were spectacular.
This year, in an effort to provide our customers with a
premium shopping experience that is true to our heritage, we will
continue to refresh stores and will complete eighteen remodels by
the end of the year.
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THE MAN WITH THE VISION
Meet Mark Cardinale. Mark has been with TNF for
a year and a half and although he started on Special
Projects, he quickly moved into his current
role as Director of Store Presentation and Visual.
Besides working on refreshes, Mark stays busy working
with the team on new stores, the off-site sample
sale store, and the daily communication of Direction.
In talking with Mark, you can really feel how much
he loves working with the field teams. “It is fun! They
want so much to drive better execution, service, and
experience in their stores. It’s inspiring,” he says.
When he’s not at work, you can find Mark hiking or taking
long walks with his 18 year- old twins and their dogs.
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ALL NEW: HOMESTEAD
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The new Homestead collection is in stores now. And it rocks. To learn
more about how the collection was created, the Peak in Print caught
up with EQ Product Line Coordinator, Alex Goulet.
PIP: The new Homestead collection. Educate us.
AG: In creating the Homestead collection, our goal was
to create gear that appealed to a wide variety of users
– from recreational campers seeking ease and comfort
in their products, to advanced campers who want a
fun, cool-looking tent to use for car camping or a base
camp experience. The line features all the reliable and
advanced technology we utilize in our equipment, with
the infusion of cool prints, expanded sizing for comfort
and thoughtful details to create a more luxurious
camping experience.
PIP: What makes the collection unique?
AG: The colorways and thoughtful details (mesh
skylight, three full doors, waterproof bags) make this
line stand out, particularly in the space of brands that
make hardcore outdoor equipment. Oftentimes you
sacrifice quality or functionality for a vibrant print but
we’ve managed to offer a line that is high performance
AND looks good.
PIP: Any plans to expand the collection in the future?
AG: Yep! we will roll out a new collection of prints in
Spring 2018.
PIP: Tell us more about the Domey 3.
AG: The Domey 3 has some really cool features, like:
• The single walled waterproof dome design that
makes for easy set-up without losing the waterproof
protection.
• Three full doors so you won’t have to climb over
your partner or dog to get out.
• Mesh skylight to enjoy the stars on a clear night. It
also comes with a small fly that covers this piece
specifically on a rainy night.
• A duffel-bag style stuff-sack for easy transportation.
• Pocketing along the side for ipads, phones,
magazines.
• Interior hanging line for festive lights, clothing or
smaller items.
PIP: What else do you want the stores to know?
AG: This is a youthful collection that truly combines the
function you want in a camping/outdoor experience,
with the added benefit of fun colors and patterns, as
well as thoughtful detailing to enrich your outdoor
experience.
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We want to hear from you!
Submit your ideas, adventures, pictures, and customer stories on The Peak online.
Published contributors will receive some cool swag.
Issue No. 4 Associate Spotlight | What is Retail? A look into the DTC Conference 2017 | A Future of Change | All New: Homestead | and more | JULY 2017