Consumers Pay For Brand Moral Disputes. Canadian Geese Are Not " Cool &#34.

Buy luxury Down Jackets Canada Goose's British Peter did not think that wearing this coat not only did not satisfy vanity, but attracted the criticism of strangers.

Not long ago, when Peter walked through the center of London in Canada Goose, she was harassed by three strangers. They accuse, "Canada Goose is a geese!"

With the rapid rise of Canada Goose, the Canadian down brand has also attracted the attention of animal protection organizations. Last November, PETA released a video showing the velvet of Canada Goose. supplier Before the killing of a goose on a farm called James Valley Colony Farms, the goose was treated inhumanely. At the end of 2016, PETA launched a protest at the door of Canada Goose Soho flagship store. PETA also boycotted the purchase of brands or corporate stocks. PETA announced in March that it would buy shares of about $4000 of its brand as shareholders before its listing in Canada Goose last year.

Members of the PETA group who have been protesting for a long time outside London's Regent Street Canada Goose's biggest flagship store have imperceptibly influenced the brand image and public awareness of Canada Goose. Pete r told fashion headlines that he believed that three passers-by were not from animal protection organizations, but were influenced by the protest mood of regent street stores.

Just because of wearing Canada Goose down jacket and being condemned by passers-by, Peter has reexamined its consumption behavior. He said that although he knew that the accusations of passers-by were unreasonable, he would choose brands more carefully in the future. "I do not agree with the behavior of PETA, nor do I agree with the Canada Goose brand's inaction in public relations. I do not want to suffer moral pressure from strangers because of a garment. Now the situation seems to be that consumers should pay for the moral disputes of the brand. "

Although Canada Goose has been responding to protests from animal protection organizations, PETA is misleading consumers. It is irresponsible to assume that companies are killing animals. But this seems to be useless, and the brand has not made any efforts to promote brand image. Last year, Canada Goose London flagship store applied to the court for an injunction prohibiting the petal protester from protesting outside the forbidden area and being rejected by the high court of England.

It is noteworthy that the social morality criticism Canada Goose is facing now comes not only from cruelty to animals, but also to the psychological comparison of youngsters. According to CNN's latest news, the Woodchurch high school in the north of England issued the latest policy recently, requiring students to ban Moncler or Canada Goose. High end winter coat The headmaster, Rebekah Phillips, explains that this is to eliminate the pressure faced by poorer students. He believes that these coats, which cost up to 1200 dollars, have led to many inequalities among students and stigmatized students and parents with financial difficulties, which almost reached the monthly rent of many poor students.

Rebekah Phillips also said that this policy was implemented because it was discovered that those affluent students would put pressure on their parents to buy these expensive coats. In this regard, Woodchurch alumni also expressed support that the alumni believed that students should not be disturbed by their economic background on campus. It is reported that the regulations will be implemented after the Christmas holiday.

Behind this rule is the unprecedented prosperity of luxury down clothing category. More and more families choose to spend more money on the down jacket, and the purchasing power of the millennial generation is growing. In the second quarter of September 30th, sales of Canada Goose surged 35.4% to 233 million yuan a year, and net profit increased to 37 million 100 thousand yuan from last year's growth of 37 million 100 thousand Canadian dollars, exceeding analysts' expectations, mainly due to consumers' strong demand for luxury goods.

Canada Goose is also stepping up its expansion. In the second half of this year, the company began to layout China. market After the strategic cooperation with Alibaba and the opening of flagship store in Tmall, the first store in the Greater China region opened in Hongkong last month. In view of its positive performance, Canada Goose expects annual revenue growth to reach 30% in fiscal year 2019.

But Bloomberg said earlier that the cost and market competition of channel expansion will still be the risk faced by Canada Goose. CNN wealth channel said, "Canada Goose operates in a highly crowded and fragmented market, especially in the Chinese market. If we do not speed up, a large number of fake commodities will dilute the value of the brand in the minds of consumers and become a real" overflow "street.

Italy's luxury feather brand Moncler also surged all the way. In the first three quarters of this year, total revenue rose 18% to 873 million euros. Sales in Asia and the rest of the world, including China, recorded an increase of 32% to 339 million 100 thousand euros, accounting for 39% of total sales. It has become the largest brand market, mainly due to strong sales performance in the mainland of China. Luciano Santel, chief supply officer, said that the demand and purchase of Chinese consumers for brand products are still rising, and that brands in China have more than 40% consumers in the millennial generation.

Luxury consumption is essentially for social interaction. One of the purposes of consumers to buy luxury brands is to gain social recognition, but at the same time they are more and more concerned about whether the products purchased are moral and social expectations. On the one hand, Canada Goose attracts the millennial consumers because it is "cool" enough, but on the other hand, the moral crisis of the brand makes some consumers choose to abandon the brand.

No matter how strong the performance of the brand is today, once the negative image of the brand becomes popular, it will become a time bomb. At least for now, many consumers have been deterred by the PETA Canada Goose Regent Street flagship store, because they do not want to bear the moral pressure, and this really affects the flagship store's same store sales growth.

Whether the criticism of public opinion will affect the Canada Goose and whether the brand will continue to explode in the future will become the focus of the industry. This also reminds the industry that we should always be vigilant against the "third hand" that affects the performance of fashion brands, that is, the influence of social factors on brands. Compared with the changes in the economic situation, social and cultural changes are often difficult to quantify through the form of records, so it is easy to be ignored by the decision-making level. But in fact, as a social phenomenon, the fate of luxury goods is closely related to the change of social psychology.

A typical case is the decline of the formal brand, which is behind the trend of "going to be installed" in the whole society. According to the British Independent newspaper, the First Direct agency found that only 1/10 of the employees surveyed said they would wear formal clothes on working occasions after investigating two thousand employees. Among them, 70% of respondents said they would feel more comfortable in casual clothes, and 43% of respondents thought that formal clothes were no longer necessary for work. Instead, wearing formal clothes in the office would be regarded as incompatible with the crowd.

Broadcasting British Corporation BBC also reported that Joey Barge, a 20 year old employee of a company, was banned from entering the office due to the hot pants wearing short pants, which triggered heated news in the society, which played an important role in the further dressing of emancipation in British workplace.

　　 Men's wear It has become the largest category affected by the trend of "going forward". Young people think that formal clothes represent old fashioned conservatism and turn to street casual clothes. According to data released by market research firm Ou Rui, sales of American suits fell by 2% in 2015, which has been hit by the industry for third consecutive years, and the market share of men's casual wear has surpassed that of men's suits.

The performance of Li Bang Group, which once relied on high-end business men's clothing, has become more and more popular. In April this year, it was officially taken over by Shandong Ruyi group, which acquired 51.7% stake in Li bang. A brand that turns faster, such as Hugo Boss, a senior German menswear group, has begun product spanformation and launched a young series. The group said in its earnings report that BOSS's business attire grew slowly, but the HUGO leisure series was relatively popular among young consumers. The UK's 100 year brand Dunhill has been accelerating its younger layout since the beginning of this year. It has also opened an official small program store in WeChat, offering products tailored specifically for Chinese consumers.

Under the change of macro social trends, luxury fashion brands have no choice but to choose to change. Even if the brand turns faster, it is still struggling. Hugo Boss expects to achieve profit growth by 2022. The third hand that affects the performance of fashion brands often does not reflect their strength in the short term, but it affects brand development in the long run.

If Trend The change of trend is more dominant, so the change of social consciousness is more recessive. The millennial generation's social awareness is growing. Internet platform GreenMatch recently published a study that 72% of the millennial generation will spend more money on sustainable services and tend to choose brands that are more sustainable. In line with the humanitarian production process, more and more people have been included in the sustainable category. Some analysts have pointed out that contrast has relied on quality to win, but in recent years, Canada Goose and Moncler, which are frequently pushed by animal organizations, may be more sensible to move closer to fashion.

Luxury is, in the final analysis, story telling and dreaming. If Canada Goose cannot tell a story about the needs of social responsibility and sustainable development of the millennial generation in the future, the moral allegations against the brand may make it less cool once the luxury bonus period is over. (author: Drizzie)