Why Does This Down Jacket Suddenly Become So Popular?

According to the world clothing and shoe net, a canadian goose flagship store in Soho, New York, opened on schedule despite a protest by a group of animal protection organizations holding signs. People had to circumvent the metal fence set up to stop the protesters and bear the occasional scolding to enter the shop, but this did not stop their enthusiasm.

Why is a price nearly $1000, overstaffed? Down Jackets Will it suddenly become so popular?

The reasons can be varied, perhaps following the crowd mentality. Maybe people are tired of the down coat that was overdone in the last two years. brand Moncler - of course, Moncler is also more expensive - perhaps just "made in Canada" always makes people feel good.

Canada geese do come from Canada, not only raw materials are produced locally, but also the whole production process is completed in Canada. The "made in Canada" label is easy to relate to its cold resistance relative to the local climate. Whether it looks fashionable or not seems to be out of consideration.

In cold winter cities such as Toronto, New York or Chicago, Canada goose is now like a uniform. "The only thing I noticed on the train from New York to Montreal was that everyone was wearing a canadian goose. Of course, I understand that in Canada, I need to wear such a thick down jacket for half a year, but I really don't understand why ordinary college students, middle-aged husbands and husbands, wealthy housewives, and neutral French men are wearing this $800 down jacket. Who is paying for this brand? "A netizen was so amazed at Reddit's forum.

"The Canadian geese are dedicated to the Antarctic research team, which must be more warm." After working in New York for 3 years, Nancy Huang, 27, told reporters this year. "Warmth is the most important thing." She emphasized. Considering that the long winter in New York can last for 5 months, the reason seems natural. Many people initially noticed that Canadian geese were also out of the "scientific examination" element, and the bright icons on their sleeves also copied the emblem of the Antarctic expedition.

The Canadian geese, originally called Metro Sportswear, were established in 1957 to provide cold resistant down clothing for Ontario provincial police and inspectors who need to work in the Arctic circle. Although the business has extended to the Antarctic expedition and Canadian Airlines and so on, it has no special store for a long time, but most of its sales are through distributors.

The real change took place in the past 10 years. Canada goose jumped out of the original "science examination circle", following Toronto, opened a new flagship store in New York. And if you noticed this brand two years ago, you will notice that the price of the same down garment has increased by nearly 20%, and now it sells for about 900 dollars.

Frequent price adjustment is clearly due to the confidence that products will continue to prevail. Not only that, the company also plans to go public in 2017. Evan Danckwerth, an analyst at non-listed company data research firm PrivCo, estimates that Canadian geese can be valued at US $2 billion. Once listed, the rate of return of Bain Capital in the early stage can at least exceed 4 times.

"I don't think Canadian geese need to spend so much money on the market. It has enough bargaining power to easily borrow money from banks, but listing is conducive to accelerating revenue growth. " Danckwerth commented to reporters.

Even the Canadian geese CEODani Reiss did not expect that this originally oriented professional brand would be sought after by ordinary people. "I never thought about joining the family business." As the third generation of the family, Reiss has been saying to the media like this. It is interesting that, after he joined, the company's annual revenue increased by 100 times, and Canada goose also became the spokesman for "made in Canada".

All because of a Nordic tour of Reiss. In early 1990s, Stockholm, Sweden, was the largest overseas market for Canadian geese. Reiss found that more than polar scientists, local workers wear canadian goose down clothes, and even girls wear only then. Men's wear The style of Canadian geese leads to frequent selling out of small yards. "I walked into a buyer's shop and saw a canadian goose placed between Gucci and Prada's clothes. The Swedish royals wore our coats." Reiss was surprised to realize that the company had been wrong for a long time.

Reiss, which rediscovered the direction of the company, became CEO in 2001, when Canada geese earned an annual income of only $3 million. Now he has turned the figure to $300 million.

The first step in fashion is to develop a women's wear line and let women have their own choices. After all, fashion is still dominated by them. In addition to providing a simpler design and adding a circle of quick recognition to the brim, the introduction of more dark colored canadian goose is also more in line with the needs of the office workers. In 2016, it also launched a more self-contained and suitable small Asian model Petite in flagship store.

Reiss also allows Canadian geese to take part in more fashion ordering sessions to attract more high-end buyers' attention. A German buyer told Reiss that the charm of Canadian geese came from "made in Canada". "If I want to buy a down jacket made in China, there are many German brands for me to choose from."

So "made in Canada" became the most strengthened label of Reiss, and also the most important decision he made for the company. Although keeping capacity in Canada will cause great pressure on the factory. But in Reiss's view, when rivals are transferring production to Asia, "Canadian manufacturing" can make these expensive coats more convincing in the face of consumers. "Made in Canada" means quality, protection and more profits.

"People love everything about Canada. They like Canada's nature and love the image of Canada. " Reiss said. He wanted Canada goose to be a unique Canadian specialty, like Japanese chocolate lovers, Scandinavian furniture and Swiss watches. In order to highlight the "Canada" in the brand, Reiss even stopped the Snow Goose sub line, so as not to get the buyer confused. Canadian manufacturing is a kind of "stem" that can be used repeatedly, and it also saves money as a marketing tool.

Canada geese initially did not rely on the star effect. Unlike other fashion brands, they sent a pile of clothes to the fashion editor, but decided to distribute the down jacket to the security personnel at the door of the most difficult nightclub in Toronto. "They let a small number of people start to notice this brand. People began to imagine a rough group of Canadians walking in the icy cold wind. The man who wears Canada goose is an explorer, which makes the story popular in a short time and escalated into a strong brand image. Susan Fournier, a professor of business at Boston University, said.

Then the canadian goose plugs the most warm bright red coat to the director and crew member who needs to shoot in the cold zone. When the shooting is over, the crew of the crew becomes its fans. It made a warm down jacket for X actress Rebecca Romijn, and also sponsored film festivals in Toronto, Sundance, Berlin and Busan. This kind of "cultural marketing" makes the brand a part of the story.

"I think the success of the Canadian geese is because they maintain high prices, maintain conservative production and control the channels. For example, you won't see Canadian goose products in discount stores. At the same time, it is not crazy to develop secondary lines, which is very smart. Fournier said.

"It's too cold to walk all day in New York. Canadian goose is a face saving jacket for me, and people everywhere will not feel that I am very rich and can be gracefully mixed up in the crowd. After studying a similar brand, Huang bought the Victoria long feather down jacket of Canada goose two years ago. Now this is her essential clothing for commuting every winter. "Canadian geese are ugly, but the whole city is ugly." Huang concluded.

Though considered to be ugly, its pragmatism and investment value, like luxury goods such as Chanel2.55 handbags or Cartire watches, are also a status symbol. "For many people, especially those living in big cities, your clothes are a bit like your car." Brooke Jaffe, fashion director of New York department store Bloomingdale's said. "It must be functional and good-looking." Moreover, skiing is one of the favorite sports of financial elite, and this identity also contributes to the popularity of down jacket.

In Asia, the largest market for canadian goose is Japan, and you can see a row of heavy eiderdown of a canadian goose in the most conspicuous place of any buyer shop. This trend has also affected China. In the shopping mall, the canadian goose was sold out in two or three weeks. "Chinese customers know and trust this brand very well. The winter coat of canadian goose is not only strong in warmth, but also not very obsolete. " Kelly Wong, director of women's clothing and men's wear, told reporters.

Behind the accelerated development is backing from Bain Capital, a private equity firm. In 2013, Bain Capital bought a majority stake in Canada goose for 250 million US dollars, which helped the latter buy 45 thousand square feet (4181 square meters) factories in Canada, and its output increased by 50%. Consumers can see Canadian goose products in more and more buyer shops, but no doubt also made this once small brand face some possibility of losing control after mainstreaming.

Bain Capital has not forced Canadian geese to move their factories overseas, but once the sales are down, Canadian geese are also faced with the same experience as the sports brand lululemon. (lululemon two years ago, there was a scandalous overprint of yoga pants, which was quickly recalled).

But in the current situation, Canadian geese need not worry too much, because people's enthusiasm is continuing. "Even if the quality goes down, the canadian goose will sell well as long as the brand effect continues." Danckwerth said. Compared with other outdoor brands, Danckwerth feels that people seem to be less sensitive to the quality of Canadian geese. "If The North Face and Columbia are specialized in sports fans, the quality of products will affect sales volume. After all, consumers need to ensure that they can survive in the extreme. The brand value of Canadian geese is built around ordinary consumers. It is a luxury brand. Danckwerth said.

Seeking cross-border cooperation with fashion is another specialty of Canada goose. In 2016, under the invitation of Vetements, the hottest new fashion brand in Paris, Canada geese became one of the 18 cooperative brands of its advanced customization series. It also introduced a lightweight duvet that looks very much like Monocle, and is also popular with the Canadian rapper Drake and New York buyer Opening Ceremony.

"It's cold outside, and you will find that all fashionable people are wearing Canadian geese." WWD's editor Arthur Zaczkiewicz said.

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