Steve Lesnard joined The North Face EMEA as its chief marketing officer in July 2019. He brought with him over two decades of experience marketing products internationally. He joined The North Face at a time when it is introducing a revolutionary technology, FUTURELIGHT, and creating new sustainability projects around the world. One of these is the Explore Fund which was created to encourage people to explore the outdoors and become environmental stewards.
He was instrumental in designing a new The North Face location in New York City. Located in SoHo, this is an 8,000 sq ft store that provides an interactive experience. Steve Lesnard called it like an outdoor apparel museum. He said this store enhances the consumer journey and gives them genuine, personalized value. The store focuses on this brand’s history and preparing people to do their own exploration.
Steve Lesnard says that he brings ideas to life by talking to his teammates. A great idea can come from anyone on the team and be improved upon by having a group work on it. He says there are three components involved. First is creating a clear picture of a problem and how a product can solve it. The second is to know what type of consumer you need to target. The third is to communicate what benefits the product will offer customers. Once you have done this you can focus on how to go about bringing the idea to life and in what way it will enhance the consumer journey.