Duck, Duck, Canada Goose!

canada-goose-toronto-600

Canada Goose’s wild ride into luxury retailing is in its next phase, as the brand plans to open its own stores in select cities.

“We’re a global brand,” said [company president Dani] Reiss, in The Globe and Mail. “When we have these gathering places for Canada Goose fans, it builds and adds to the global halo of the brand. We’re not looking to go to 150 stores tomorrow. We’re not becoming a retailer, specifically. It will be important to open stores in places where there are large concentrations of Canada Goose fans…there are lots of potential markets for that.”

The opening of retail stores follows on the successful launch of a video last year aimed at telling the adventure stories of people who have worn the brand.

Are these savvy moves for a brand just starting to stretch its (soft feather-covered) wings, or a push to expansion that may over-expose a brand whose appeal may have been, in part, that it had to be noticed by someone who recognized the patch rather than someone who saw a commercial?

http://www.brandchannel.com/2016/05/27/canada-goose-052716/?utm_campaign=160527-canada-goose&utm_source=newsletter&utm_medium=email

 

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8 thoughts on “Duck, Duck, Canada Goose!

  1. Darren Kitto

    I think entering these niche markets is a savvy push for Canada Goose to expand their brand. The large concentrated markets of Canada Goose fans will go to the retail locations for vintage products and the “experience” of the atmosphere of the store. Their approach to the store design will definitely add value to the brand as now consumers will have a unique memory of the brand when they visit the Canada Goose stores.

    On the contrary, opening just two locations after launching the commercial poses a threat for over-exposure. People might re-evaluate their opinions of the brand due to its “mainstreaming” inflow with advertising. Canada Goose has been known for its prestige and rarity, and this over-exposure can backfire and cause the brand to fall apart for what its known as. In my opinion though, I do not think this will happen as the product Canada Goose offers is premium in its category and priced high (up to $1500 for a jacket, wow!), and this immediately caters to a higher-income demographic of customers.

    Even in the situation if everyone were to hop on the Goose wagon, Canada Goose would be available at more than just its own stores, as it has several Canada Goose authorized retailers worldwide – therefore they should be able to be prepared to meet demands for any sales increases.

    I think this is a great idea for Canada Goose, as it definitely brings a unique value to the brand and a whole new experience that fans and newly acquired customers can resonate with. This strategy seems like something a lot of brands do when they have reached the global expansion stage. For example, when I think of major clothing or athletics retailers such as Polo by Ralph Lauren, Nike, and Adidas, I know that their best products will almost always be available in stock at their factory stores or outlets, however, they will be at full price. You could go to places like Winners for example and buy marked down brand names like these but you won’t have the variety, and the products you’d find at Winners are usually the ones on the lower end. In the future I can see Canada Goose’s lower end products being available at more places than presently, and at marked down prices, while the main Goose stores might have all products, with less stock in the lower end ones.

    Reply
  2. Iorio, Di

    I believe expanding into retail locations may affect the Canada Goose brand. Although many individuals have Canada Goose jackets with the growing trend in recent years, it still holds a ‘status quo’ image. By expanding to retail locations, the brand may be diluted in its ‘exclusive approach’ and in turn may affect their brand image and sales. Additionally, retail stores have been suffering in recent years (closure of Aeropostale and Danier Leather stores, for example), so this decision may hurt their bottom line.

    Reply
    1. Shuyao Li

      totally agree your idea. Also I believe to open a retail store is good idea to earn more marketing share and increasing the satisfied demand. However, there also have couple contingency we need to think about. Firstly, with the steep increasing demand, to keep a safety stock and stable supply will be very important for Canada Goose. Because its brand image is hand made only and high quality, in the same time they need to keep the brand image still reliable to customer. Secondly, the logistic for other countries also need to be considered. Currently Canada Goose only be made in Canada, if they try to open more stores in globe area, they very limit product area and capability can be a problem for future development.

      Reply
    2. Paige O'Grady

      Agree with your ideas completely. Expanding into free-standing locations might show immediate financial benefits, but I think it will harm the brand in the long-run. Although you can currently get the products at a number of locations, it does still have the ‘status quo’ image of being exclusive, which is a huge part of what makes the brand desirable to those who purchase it.

      This commercial actually made me laugh as I was watching it. The brand has deep roots in building functional and technical products, but it’s now more commonly known as a fashion statement adorned by huge celebrities like Kate Upton or Drake (who I would be 99% sure aren’t participating in dog-sledding competitions or flying through the mountains on their weekends).

      Reply
  3. Shuyao Li

    I believe to open a store of Canada Goose is a good idea. Because with the increasing demand, only have the dealers to sale may cause a decrease on the customers passion. However, there are also couple contingency they need to pay attention. Firstly, with the increasing demand come with the action of open retail stores, to keep the inventory in a stable and safety level will be very important for them. Because Canada Goose have a high quality and handmade only brand image, a steep increasing demand may cause the out stock problem. Secondly, Supply chain in other countries also need to be considered, since Canada Goose only producing in Canada, but it trying to open more global market.

    Reply
  4. Shuyao Li

    I believe to open a retail store is good idea to earn more marketing share and increasing the satisfied demand. However, there also have couple contingency we need to think about. Firstly, with the steep increasing demand, to keep a safety stock and stable supply will be very important for Canada Goose. Because its brand image is hand made only and high quality, in the same time they need to keep the brand image still reliable to customer. Secondly, the logistic for other countries also need to be considered. Currently Canada Goose only be made in Canada, if they try to open more stores in globe area, they very limit product area and capability can be a problem for future development.

    Reply
  5. Rebecca Li

    I strongly believe that to open a retail store is good idea to earn more marketing share and increasing the satisfied demand. However, there also have couple contingency we need to think about. Firstly, with the steep increasing demand, to keep a safety stock and stable supply will be very important for Canada Goose. Because its brand image is hand made only and high quality, in the same time they need to keep the brand image still reliable to customer. Secondly, the logistic for other countries also need to be considered. Currently Canada Goose only be made in Canada, if they try to open more stores in globe area, they very limit product area and capability can be a problem for future development.

    Reply
  6. Rida Nasim

    I do believe that Canada Goose opening a retail store is a good idea logistically, in terms of increasing demand for the product and making purchases. Canada Goose is a brand that’s known worldwide for high quality, expensive jackets. You go to selected retailers to purchase the brand; even more selective when you’re looking for a specific style or color. Consumers go out of their way to purchase the brand. When you have a retail store to hold all your products in one place, it makes purchasing easier – consumers have more variety at the palm of their hands. So, I believe this is a good move for Canada Goose.

    Reply

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