The Vault Shares Its Take on The North Face Group
Written by Safa Razvi
The North Face Group is a well-known staple in both streetwear and outdoor apparel. They remain known for their outdoor recreation products after almost 60 years in business; however, the real focus is on how young consumers perceive the brand. Generation Z is the target market for any retail brand. To answer this question, they turned to The Vault. A select group of members participated in three focus groups, sharing personal insights on style, shopping and what they look for in performance wear. The session kicked off with a simple, loaded question: describe your style in three words. Responses included comfortable, fun, free-spirited, colorful, layered and adaptable to name a few. These words set the stage for deeper discussion to take place about how we, as students and consumers, approach fashion, function and self-expression.
When it came to lifestyle pieces, quality consistently ranked highest, followed by price and brand. Many of us noted that we were willing to pay more for items that last, especially activewear or classic jackets. We also mentioned that items with trendy prints were actually less appealing to us due to the prevalence of microtrends. When clothing is purchased because it is popular, then the hype dies down, we’re left with expensive clothing that no longer speaks to our individuality. Thrifting or secondhand shopping were common strategies mentioned for balancing affordability with durability. “I’ve bought almost all my Lululemon through Depop—it’s cheaper, and I know its quality,” one student explained. One of the many cost-saving strategies young consumers utilize.
We started off by keying in on each term, starting with layers. We talked about how it goes hand in hand with adaptability, offering us more than just one look and making us more comfortable depending on the weather. We note that stacking accessories along with clothing adds dimension to our clothing. While some of us love colorful prints and funky patterns, the rest favored solid colors and monochromatic styles with bold accessories. For example, one student shared, “I’d rather invest in one really nice swimsuit than buy three cheap ones that wear out.” This highlighted how priorities have shifted from quantity in high school to quality now.
The Vault participants were also asked about the influences behind our fashion choices, from music and social media to peers and personal hobbies. Responses revealed a mix of creative inspiration alongside practical considerations. On campus at UW–Madison, this influence becomes even more specific: class schedules, student events and Wisconsin’s unpredictable weather all shape what we wear daily. Comfort and practicality often take priority, but there’s also space for self-expression when heading to social or professional settings. Layering, for instance, is both a style choice and a necessity, while inspiration from fellow students, campus culture and local street style adds personality to our wardrobes. Ultimately, our fashion choices reflect a blend of personal taste, lifestyle and the demands of college.
Many also mentioned subtle design elements that elevate the wearing experience for us. Small touches, like words stitched on the inside of a waistband or hidden pocket, were noted as making a piece feel personalized and more unique. For the iconic Denali jacket, we emphasized thoughtful updates: monotone colorways, mesh panels for breathability, discreet zippers and function pocket layouts. The consensus we came up with was features should enhance usability without overwhelming the piece of clothing.
Finally, functionality was non-negotiable, especially for performancewear. Students want clothing that fits well, moves comfortably and holds up under strain, whether it’s for Pilates, spin classes, hiking or everyday wear. Overall, we talked about how we valued pieces that properly and sufficiently balanced performance with our own individual style. By the end of the session, it was clear that young consumers prioritize self-expression, practical features and longevity in their wardrobe. For The North Face, these insights offer a roadmap to continue appealing to a generation that wants their clothing to be as functional as it is fashionable.
