Adweek reports that celebrities are making Canada Goose “the hottest cold-weather coat in the world.” Citing appearances by Emma Stone, Daniel Craig, Bradley Cooper, Sarah Silverman and–importantly, a scantily-clad Kate Upton–the article argues that the brand, long respective for its functionality, has a new-found cool factor.*
“The fact that the coat is quintessentially Canadian—made in Canada by people who understand a thing or two about freezing temperatures—helps explain its mythic status. At a time when every apparel brand on the market claims to be genuine and authentic, Canada Goose really is.”
What do you think: Does Canada Goose’s rising popularity change its brand meaning for Canadians? Does overexposure dilute the brand?
*Get it? Cool?