Yes, you heard that right. The North Face.
Not their main retail business, but their circular thrifting platform called The North Face Renewed. At the top of their website, there is a “Resale” button.
Clicking it takes you to a platform where The North Face is clearly trying to own and control its secondhand resale market.
When you dig a bit deeper, you see that this renewed marketplace is actually run by a startup called Archive Resale. They raised a 30M Series B a few months ago and now power resale marketplaces for The North Face, Dr. Martens, Lululemon, and others.
Whether the campaign is run by Archive or by The North Face itself does not really matter to us.
They have only recently started pushing content and already have 212 videos with 2.4M views on TikTok alone. They are using two hooks that are performing extremely well.
“5 YEARS OF BUYING FROM THE NORTH FACE AND NO ONE TOLD ME ABOUT THIS 💀”
And a carousel that says, “PSA for anyone who doesn’t know. North Face has a website where they sell the same clothes for a better price. They say the items have defects or are gently used, but everything I’ve gotten looks brand new.”
Both hooks are simple, direct, and do a great job of showing the website and the discounted pricing.
So far, we have identified five TikTok accounts, likely also posting on Instagram, with more likely coming soon. This is an established brand with strong potential LTV if more people discover the platform.
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