Alpkit Brand Positioning

Because of the size and nature of our agency - small and crafty, we will probably always work with challenger brands. That’s great, because in the words of Steve Jobs, “It’s more fun being a pirate than joining the navy”.

Alpkit are a classic challenger brand and the opportunity was to claim thought leadership over the old guard.

Where others fight for the same high ground of authority and elite credentials Alpkit would stand on the hills of fun, democracy and openness.

We proposed Outpost magazine as the most effective vehicle to deliver Alpkit’s message; it’s fresh, appealing and captures the spirit of getting out there, doing what you love with the people that matter most.

“Honest, great value, considered technical clothing and equipment.”

“Check us out. Two pages in and we’re already shouting the odds. But come on. We started Alpkit to challenge the elitism you get with some outdoor brands. You know, the feeling that if you don’t buy this expensive backpack or that overpriced coat, well you’re not taking it seriously, and you don’t belong.”

“Well, everything at Alpkit is made to exacting standards to be technically superior even in the most extreme conditions, and to perform just as we say it will. Because it’s sold direct from us to you, with no retailer mark-up, you don’t pay extortionate prices. We have set up a UK factory to move some production back here, and we work with suppliers signed up to the Ethical Trading Initiative – no child labour, or slaves. We use organic cotton and source animal based materials using the most humane methods: our down comes from non-live plucked, non-force fed animals and merino from non-mulesing farms.”

“Which means everyone can afford to buy the right kit, to get out there and have fun, all year round. OK, speech over. Here are some pictures of our superior products.”

“Go lighter, go quieter and further. Bikepack deep into the wild and spot stuff you wouldn’t normally see.”

“Our meticulously designed bikepacking bags and well ‘ard bikes are made to feed off-grid ambitions. Moving quietly on two wheels with lightweight bivvy kit means getting further from the tarmac and closer to the wild stuff. We sell all the gear you need and as ever, there’s plenty of advice and chat if you want a little help planning your next daring deed.”