Arc'teryx showcases a Winter Film Tour

One gets the distinct feeling that the team at Arc'teryx operate their business without fuss, or too much haste.

Competing in the premium / luxury outdoor apparel category (yes...selling a lightweight puffer jacket for a cool US$400) the brand comes across as confident and incredibly sure-of-itself.

Owned by the NYSE-listed Amer Sports (who also own Atomic and Salomon..amongst others), the Arc'teryx strategy is a simple one: 'build a desirable premium outdoor apparel brand (that commands higher margins) through 'detailed craftsmanship, unwavering authenticity, and premium market positioning'.

In that statement it's also clear as to what they are not. They're not clothing retailers that compete on price, they're not a lifestyle brand selling an image, they're not apparel manufactures dependent on reach...and because they're so clear as to what is beyond their concern, they spend a lot of their time perfecting exactly who they are.

With a deep understanding of who the brand aims to appeal to, Arc'teryx have invested a considerable amount of their marketing firepower on a series of winter-inspired films that they have been taking on tour around the US and Europe.

The films themselves consist of a series of long-form documentary-style films, that focus less on showcasing products, and more on the conditions that require the need to equip yourself with proper outdoor gear.

For us these films really capture what being really rich must be like.

So rich that you don't feel the need to meddle in politics or dick round with space rockets or anxiety inducing crap like that.

So rich that you can just wear nice clothes and spend time skiing on soft power slopes while listening to chill bongo beats. This is what being super wealthy looks like in our minds.

'Confidence' - that's what great strategy should inspire.