The Studies

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The problem: Arc'teryx has extraordinary customer loyalty. 100% of owners repurchase, but only 4% of US outdoor fashion owners buy it at all. The brand has a reach problem, not a loyalty problem. And it has a stated goal of roughly doubling North American revenue by 2030.

The problem: Based on the insight of Study 01, What can the brand do to capture was why ordinary Arc'teryx customers: accountants, lawyers, parents, weekend climbers et al, choose this brand over everything else available at every price point.

 The problem: Study 02 posits "The Standard" as the positioning for the women's segment. The issue that follow is: how to establish "The Standard" as the platform, while finding distinct voices for the specific attributes that help establish the standard. This also tests whether a psychological insight can survive translation into film. 

 The problem:  Arc'teryx has stated a goal of 200 North American stores and approximately $2 billion in North American revenue by 2030. This is   roughly double its current North American contribution. Which markets are most underpenetrated relative to proven demand? This study attempts to answer them with publicly available data.

The problem:   Live Nation generated $23 billion in revenue in 2024 from 151 million fans at over 50,000 events. It holds 500 million Ticketmaster accounts. This is  more first-party fan data than almost any entertainment company on earth. Yet 78% of all fan interactions happen through ticket purchases. Between shows, the fans do not interact with the company at all.