Canada Goose Suddenly Changed Tide Card Change Is Too Fast.

For people who live in Canada's ice and snow environment all year round, a down jacket that claims to be able to withstand twenty or thirty degrees below zero is absolutely essential.

But in recent years,

(Canada goose this super warm down jacket brand has become a tide card in North America, many stars wear it.

Recently, Canada Goose launched its first global promotional film to push the brand to more overseas markets.

Paul Haggis, a Canadian director who won the Oscar prize, has directed a 4 minute advertising short film, "Out there", which describes the adventures of five explorers in the harsh polar environment. They have been challenged by polar bears, plane crash and ice cave. Of course, they all wear thick Canada Goose coat. "Haggis"

The content of the video comes from real character stories, such as the first Canadian Laurie Skreslet who boarded the Mount Everest, the 4 Lance Mackey that won the dog sled champion, the first Karl Bushby on foot travel around the world, the retired pilot Paddy Doyle of the Canadian Arctic flight, the nurse of the rescue helicopter, and the Marilyn Hofman which had been killed in Canada's Arctic and death.

In 2012, Canada Goose sponsored the Sundance Film Festival, introduced its coat to those who had influence on the public taste, and drew a large number of celebrities like Emma Stone, Bradley Cooper and Danniel Craig to become fans of their own brands.

In 2013, Kate Upton, a hot supermodel, wore a bikini and a Canada Goose coat in the snow and ice, and filmed a series of sexy blockbusters on the cover of the magazine.

Since then, the expensive Canada Goose has become more fashionable in the eyes of the public.

Chief executive officer

Also began to give Canada Goose's brand culture footnote: "luxury is to experience new life, and to discover the unknown.

Over the past 58 years, our products have helped people fight the cold, represent courage, savagery and independence, and also hope to inspire more people's adventurous spirit. "

This large-scale

It is mainly targeted at areas where sales are growing rapidly, including Canada, the United States, Britain, France, Germany, Norway and Sweden.

70% of the marketing budget is for Internet promotion, and the rest is for outdoor advertising and print advertising.

"This is not a one-off, but the beginning of large-scale overseas marketing."

Kevin Spreekmeester said.

The fashion trend has brought a sharp increase in sales volume to Canada Goose.

Since Bain Capital bought most of its equity in 2013, Canada Goose has begun to show greater ambitions in overseas markets.

From 2001 to 2013, the company's revenue rose from 500 to 150 million US dollars, and this year's revenue is expected to reach US $300 million.

In September of this year, Canada Goose set up electricity supplier in the United States, and the United States surpassed Canada to become its largest market.

Canada Goose is still trying to learn marketing strategies from luxury brands.

Kevin Spreekmeester, its chief marketing officer, said: "I believe people always want to know the story behind luxury brands. They not only want to buy an expensive coat," he said.

They are beginning to worry that people outside Canada do not understand this brand. "Nowadays consumers value the real things, but we have always talked about the real adventure stories behind Canada Goose."