The interaction between Arc’teryx and Gore-Tex

Xinyue Liu
Aug 27, 2017 · 4 min read

There are increasing number of people turn to outdoor recreation and outdoor activity. So, I choose one of the most popular outdoor sport brand and one of the most successful textile brand to explore the three main questions:

1. How do the brands co-market?

2. What are the benefits to the textile manufacturer and the consumer brand?

3. What are the brands doing well and what could they do better?

Arc’teryx is a brand of outdoor sport, so the clothing requires the fabric having some special properties, such as waterproof, anti-wear, light, thin and so on. That means it is essential for the high quality outdoor sportswear to be manufactured by special fabric — Gore-Tex.

1.

Arc’teryx, a Canada outdoor clothing brand, was founded in 1989 in Vancouver, Canada, because of its new technology and new technology almost crazy pursuit, has grown into North America and the world’s leading outdoor brand, is also recognized as the top luxury. Because Are’tery and W.L. Gore both pursue the high-end product. Arc’teryx get the right of applying the Gore-Tex in their product from the W.L. Gore in 1996. These two companies or these two brands almost become the symbol of the outdoor sports. The co-market of these two brands acquire the unprecedented success in the area of outdoor recreation and outdoor activity.

Arc’teryx Alpha SV(Gore-Tex Pro)

2.

So, why these two brands can be successful or what benefits they obtain from each other? For Arc’teryx, its core value of pursuing the new technology promotes it to find high-end fabric. So, Arc’teryx choose Gore-Tex as its main clothing raw material. After applying this kind of fabric, its products ensure the quality and win the applaud of consumers. Of course, it acquires great success. For Gore-Tex, before providing fabrics for Arc’teryx, this outdoor brand had a certain reputation and the sales is considerable. Thus, W.L. Gore can get large quantity orders from Arc’teryx. Besides, after their cooperation, both of them get the high prestige in the hearts of people. When people see the Arc’teryx in the stores, they will remind Gore-Tex. The same situation will happen in the Gore-Tex. When people see them, they will remember this high-end fabric is the supplier of the Arc’teryx. This also benefits W.L. Gore’s other products and consolidates its reputation of high-end fabric.

Arc’teryx Alpha FL(Core-Tex Pro)

3.

The reasons of successful of these two brands are as follow:

Firstly, both of them have the pursuit of new technology and the motivation of innovating. By innovation and focusing on discovery, their products can be the leader in their own field all the time.

Secondly, they put the consumers in the first place. Arc’teryx aims at producing the high-end outdoor clothing to make people do outdoor activities safer. Gore-Tex takes the advantage of light, thin, durable and stable to provide people more comfortable fabric.

Besides, their character of persistence also makes contribution to their brand. Arc’teryx insist on designing and producing the outdoor clothing. Gore-Tex insist on producing the high-end fabric. They make their products become almost perfect because of persisting.

Finally, their cooperation is one of the key factor of their success. Choosing a suitable company or a brand is a difficult thing to do. These two brands chose each other proves their choice is correct.

However, they also have some disadvantages. For Arc’teryx, its product’s price is a little high, of course, its product position is high-end use. But, many people can’t afford these clothes such as many students who also love outdoor activities. So, in my opinion, Arc’teryx could develop some cheaper clothing, just two or three styles, but not too many or they could do some discount, which is also a great choice. Besides, its ads are not good, as a famous company, expect outdoor sports enthusiasts, other people almost do not know this brand. If they creative some great ads, it not only improves their reputation but promotes more and more people join the outdoor activities. Finally, both of these two brands may need to explore more places or develop new market. Because many other countries do not have these superior products. Changing people’s life is their common value and they will make more great progress.

Media References

[1]https://en.wikipedia.org/wiki/Gore-Tex

[2]https://en.wikipedia.org/wiki/Arc%27teryx

[3]brand website Arc’teryx: https://www.rei.com/

[4]brand website Gore: https://www.gore.com/

Global Threads

A collection of content from the NC State College of Textiles Global textile Brand Management Class

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Xinyue Liu

Written by

Wolfpack!

Global Threads

A collection of content from the NC State College of Textiles Global textile Brand Management Class

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