【民生调查局】始祖鸟，口碑塌了？

Core Viewpoint - The article discusses the backlash against the outdoor brand Arc'teryx following a controversial fireworks event in the Himalayas, highlighting ongoing quality issues with its products and a decline in brand reputation [2][3][13]. Group 1: Event Controversy - Arc'teryx faced public outrage after hosting a fireworks show in the fragile ecosystem of the Himalayas, leading to environmental concerns and subsequent apologies from the company [2][3]. - The brand's official social media posts related to the event were deleted, indicating a swift response to the backlash [2]. Group 2: Quality Issues - Consumers have reported significant quality problems with Arc'teryx products, including shoes that deteriorate quickly, with some users experiencing issues like peeling and separation within a month of purchase [4][6]. - Over 3,000 complaints have been filed on consumer platforms regarding quality issues, with common problems including damaged shoe materials and poor customer service responses [6][10]. - The use of modern manufacturing techniques, such as glued rather than stitched seams, has been cited as a contributing factor to the quality issues, leading to a higher risk of product failure over time [7][8]. Group 3: Brand Reputation and Market Position - Arc'teryx, originally founded in 1989 and acquired by various companies, has seen its pricing and positioning shift towards a luxury brand, with products priced significantly higher than competitors [13]. - Despite the brand's premium positioning, there is a growing sentiment among consumers that high prices do not guarantee high quality, leading to a decline in brand reputation [3][12]. - The parent company, Amer Sports, reported a 23% year-over-year revenue growth in the technical apparel segment, which includes Arc'teryx, but the brand's growth contribution is perceived to be weakening [14].