How Canadian apparel brand Arc’teryx’s bold campaign spiraled into a PR cautionary tale

Last Friday, Himalayalar’ın Himalayalar’ın Canada Open Clothing brand Arc’teryx’in brave fireworks campaign was to encourage the devotion to nature. Within a few days, he drew a fiery social media response on the risk he directed to one of the most fragile ecosystems in the world and caused a government investigation.

The public reaction of the mountaineering brand and the reports of the remains on the monitoring mountain slopes fueled anger even further and presented a stimulating story in brand marketing.

The organizers claimed that measures were taken up to the “rising dragon” event, such as the use of environmentally friendly materials and the use of salt bricks and cleaning their remnants.

Nevertheless, the critics warned that the campaign could permanent damage to the fragile Himalayan ecosystem, damage glaciers and soil stability, and disturb wild animals. They also accused Arc’teryx for hypocrisy to act against the environmentally sensitive image and called for boycotts.

“The whole fireworks stunt is contrary to the purpose of walking for a walk: Nature, Watering, Peace, Simplicity – whether the material is environmentally friendly.” He said.

Calvin Yeap, a Shanghai -based marketing expert for consumer brands who shares this idea, said, “Nobody can say that this stunt can be justified in any way for a brand that gives money and reputation in nature.” He said.

“Violation of Trust [among consumers] Wu, usually more damaging and easily unforgettable than the incident itself, “Wu added that consumers for Arc’teryx, a core segment of the core open -air enthusiasts, such as Patagonia, which are more consistent and authentic in their environmental commitments, said.

The Tibetan Plateau and its mountains are sacred for Tibetan Buddhists, and it has been strictly controlled since it was annexed by China in the 1950s. Shigatse, the second largest city of Tibet, is about 90%of Tibetans with a population of about 800,000.

In recent years, the region has become a popular tourism center by stopping concerns about environmental damage and excessive processing for travelers from other parts of China.

One expression On Sunday, Arc’teryx said that the event was “directly opposed to our commitment to outdoor spaces, while trying to move away from the cooperation artist Cai Guoqiang and China. “We take this directly with our team in China, the local artist, and we will change our way to ensure that this does not happen again,” he said.

However, in a separate article in China, Arc’teryx said that the art project aims to increase the awareness of local cultures at high altitude, but according to CNBC’s translation, “stray and occasionally contrary to this goal”.

“The global team seemed to be fully aware of this project. [while] The local team seemed to have acted in a deep, deep -rooted understanding of the basic environmental value of the brand.

Meanwhile, in 2008, the Chinese -born visual artist Cai, who controlled similar shows for Beijing Olympics Games, apologized for his artwork and said that his studio “accepted all criticisms with humbleness” and “too much surveillance by us”.

Public Relations Specialist Ivy Yang drew attention to the fact that Cai’s studio apologizes to Chinese social media platforms, but not on the English personal Instagram page.

“Cai’s value to Arc’teryx is its high -profile collaboration with large global brands and its blue chip reliability … Arc’teryx helped to ‘realize a dream in a high -risk project,” Yang said, “Once upon a time the narrative, the narrative, the narrative, the same prestige,” the same prestige, “he added.

However, shortly after recoil, the Shigatse Municipality Government said market He sent the authorities to the site to investigate whether any environmental rule and regulations have been violated.