Building the next generation of brand love

Brand preferences form surprisingly early. By the age of 9, kids are already developing relationships with brands. This relationship influences what they want, what they wear and, increasingly, what their families buy. For brands, that creates an opportunity: build meaningful connections early and grow with the customer.

What happens when a global brand and a leading fashion platform combine their strengths to reach the next generation of consumers? For The answer is, The North Face and Zalando. A kids’ business built around brand love, customer insight and long-term growth.

Together, the partnership connects: • Consumer insight: Understanding what matters to kids and families. • Brand experience: Creating products and experiences that resonate from an early age. • Business growth: Turning that connection into a stronger, growing kids business.

The result? The business with The North Face doubled in one year.

At the heart of The North Face’s approach is a simple idea: give kids access to nature and create a relationship with the brand from an early age. Zalando provides access to a broad customer base and the next generation of consumers, creating an opportunity for The North Face to bring its brand into their lives earlier.

For The North Face, engaging kids isn't simply about selling kidswear today. It's about creating experiences that can build long-term affinity and future customers.

The next generation of customers is already forming preferences, influencing purchases and building relationships with brands. For brands looking to grow in Kids, the opportunity is not just to reach children today. It's to build relevance that lasts.