When choosing a company name and designing a brand logo, one of the conventional rules is to choose a name and create a logo that your target audience can relate to, and you won’t need to explain the concept to them. However, Arcteryx’s name and logo break this rule in every way. The name is hard to spell and pronounce; the logo is obscure, complicated, and strange. You may demand an explanation of its logo if you don’t know the meaning—it looks weird. However, Arcteryx History is the epitome of a company’s success—the kind worthy of being a success case study.
- Arcteryx History—Origin, Development, Today
- Arcteryx History Case Study—Brand Goal
- Arcteryx History Case Study—Success Strategies
Arcteryx History—Origin, Development, Evolution to Date
In terms of outwear clothing, Arcteryx is the gold standard. A brand solely focused on functionality by producing high-performance gear. The designs are such that the gears will be able to withstand the toughest and harshest of weather conditions. Arcteryx is a brand that started in 1989 under the name “Rock Solid” and is headquartered in North Vancouver, B.C., Canada. It all started when Dave Lane, an avid mountaineer and one of the founders, became dissatisfied with the market’s quality of outdoor clothing.
Dave Lane later partnered with Jeremy Guard—who’s also a climber—and they began to combine ideas from their climbing experience together to fabricate, at the time, chalk bags and climbing harnesses. They had one and a simple-minded focus to design the lightest, high quality, and best performing outdoor products. By 1996, they saw the need to change the company name and adopted the name “Arcteryx” as we know it today. The new—and permanent name—reflects the evolutionary nature of the Archaeopteryx—the oldest known bird. That’s how Arcteryx positioned themselves for outdoor clothing innovations.
In 1996, Arcteryx obtained the license to use Gore-Tex’s highly breathable and waterproof material as part of their clothing production. This partnership allowed the brand to revolutionize the industry. With it, they were able to produce technical garments suitable for various outdoor activities. Later on, Arcteryx created their version of waterproof zippers—it was Arcteryx’s trademark, which further advanced the brand’s status.
In 2001, the Salomon group acquired Arcteryx, and they expanded the company’s output by creating numerous subdivisions and opening multiple retail stores. They developed Arcteryx LEAF and began to focus innovation on developing garments for Armed Forces and Law Enforcement Agencies. Therefore, they integrated military-grade clothing with their technical fabric. Arc’teryx Veilance is also a division of the company designed to cater to menswear and intended to help shift the pattern in that sector.
Arcteryx History— Where They Are At Today
Arcteryx has been rising to great popularity for several years. In the last decade, the brand has gained ground in areas that didn’t seem inhabited in the past—markets such as men’s outdoor sports fashion and even rugged streetwear. Although it has embraced this newly found hype, Arcteryx did not relent. Instead, it partnered with other top brands such as BEAMS and Palace to create unique garments, and the partnership has succeeded in blurring the line between high-performance clothing and street style.
Arcteryx today has so much popularity with outdoors enthusiasts, business people, techwear disciples, and elite soldiers. The brand’s success is something to marvel at, especially when you consider the diverse ways and consistency of the product. It’s easy to know something is Arcteryx when you see it. There may be aesthetic differences in the outcomes; however, they have a common thread that ties everything they own and make. As a result, few brands have a varied fan base as Arcteryx has to its name, including mainstream brands such as Nike.
Arcteryx History Case Study—Brand Goal
The name Arc’teryx is related to Archaeopteryx—the earliest known bird. You may wonder what a bird has to do with hiking and rock climbing since Arc’teryx serves that niche. The answer is simply in the adaptive and evolutionary ability of the bird. Archaeopteryx, according to research, naturally knows how to adapt to the challenges of its environment—it does that by evolving its wings. Arc’teryx took a cue from that and set the brand goal to design evolutionary, iterative products—the purpose will be to overcome the challenges of the natural environment while climbing or performing any form of outdoor activity.
Therefore, Arc’teryx uses an evolutionary design process to produce its outdoor apparel. As a result, the products help their customers to overcome the hazardous environment. They have values imbibed into the company’s system that aligns entirely with the outdoor enthusiast community. An example of such is sustainability. According to a publication by Arc’teryx, they want their customers to only think of the task at hand and not worry about whether the weather is wet, cold, or uncomfortable.
From research reports, we know that outdoor enthusiasts are passionately protective of their playground—that’s the environment. So, when a brand is big on issues such as sustainability, you can be sure they’ll find common ground with outdoor enthusiasts. Arc’teryx is one such brand, and going by the company’s policy report, they’ll prefer to sell you one Arc’teryx jacket in ten years instead of having to buy three of such items within the same period. That will ensure that our landfills don’t get filled up unnecessarily—what most modern-day brands do not care about. They prefer the “planned obsolescence” method—that’s the opposite of what Arc’teryx believes.
Arcteryx History Case Study—Success Strategies
Arc’teryx is a well-managed brand with goals and a clearly-defined purpose. We can project that the brand will live forever in the books of many outdoor enthusiasts. Though the company has had its fair share of challenges, it has succeeded in overcoming them and remained standing. They seem to know the strategies to stay relevant in today’s market and these strategies are the back of the success. That’s why Arcteryx is worthy of a case study. Let’s take a look at some of the Arc’teryx success strategies;
Arc’teryx has over 200 employees working under about 25 departments, and they give room for innovation in every one of these departments. A quick tour of the company’s facility will reveal the concept and theory that have driven the brand for many decades. You’ll notice that the resident design centers all look more like an engineering lab. You’ll also find an entire industrial lab at the design centers where they vigorously develop prototypes. They consistently create an improvement on what already exists and how best to present it to the audience. The team then pays meticulous attention to the details for every product, which drives the excellent performance known to Arc’teryx.
It’s hard to find the balance Arc’teryx operates in their manufacturing facilities anywhere else. They maintain a critical link between the design and production and ensure that a personal touch preserves the products. They achieve this feat by ensuring that the design and manufacturing teams are kept close. Therefore, there’s efficient communication, and it facilitates innovation. There’s also extensive staffing in the Vancouver facilities. These workers have top-notch sewing skills and have adequate knowledge about features that make the Arc’teryx product standout, such as waterproofing, taping, pressing, etc. So, though the product line is assisted by technology, the process is still primarily driven by humans.
Inclusive Sizing and Attention to Details
Many clothing brands claim to offer a particular gear and apparel size, but you’ll find it not to be true only after you’ve purchased. It can be a challenge to try several clothes on, and none seem to fit. However, testimonies about Arc’teryx apparel and gears have proven otherwise. Those who seem to have problems finding something to wear from other brands have commended Arc’teryx on this matter. How a pair of Arc’teryx XL apparel pants fit as described, and some have even said it doesn’t just fit; it was also loose enough—gives a breathable room. There’s also comment about how the clothing is well-thought-out, and they are contoured to fit a natural human body, while some brands’ apparel only looks good on the hanger. For Arc’teryx, they care about fitting it even while you walk.
Conducive Working Environment
A quick visit to the company’s production facility will reveal why every product and item from Arc’teryx seems to come branded with love. Though a huge company spread across the globe, you won’t help but notice that the facilities run like a family. The environment is welcoming and allows creativity to flow like electricity through the air. You find workers who have been working there for many years doing almost the same thing. How and why won’t there be perfection in the products they make with that much experience and on-the-job expertise. Workers have a working environment and culture that’s positive and strong, so they choose to stay for many years at a time in our society when companies are experiencing huge employee turnover rates. The work environment at Arc’teryx is worthy of emulation.
It fits into all seasons of our life
Arc’teryx encourages its workers to use the products and makes room for it. Therefore, they make improvements based on personal experiences, and this process adds to the trustworthiness of this brand. Most of the gears produced from Arc’teryx facilities can help drive performances all year long and through every stage of our life. Because Arc’teryx takes their workforce seriously, the work environment, and their commitment to active living, the result is that they keep coming up with crazy ideas that help our everyday lives as humans.
Every Arc’teryx product has its unique qualities—they are all designed with a purpose in mind and a heart of love towards end-users. Though every collection is different, they all have the same quality of reliability and trustworthiness. Therefore, any of the brands’ products you pick will surely deliver—even more than you think.