How Will Canada'S Goose Go In The Future?

A goose from Canada was completely on fire.

This embroidered Arctic map, Canada's maple leaf circular badge.

Brands are sought after by millions of young people all over the world.

According to the world clothing and shoe net, the highest temperature in Beijing is not higher than zero on the first day of new year's long holiday in 2019.

In the icy cold wind, Sanlitun's Canadian goose shop appeared in front of a rare hot customer panic buying scene.

For many

For quick wins

It is the Holy Grail of success, but if the latter is not well managed, the Holy Grail may also become a kiss of death.

It is difficult to make a business easier. When a brand is booming, how can it continue to guarantee steady progress and get consumers' constant favor?

This problem, Canadian down jacket manufacturer canadian goose CEO Danny Reiss (Dani Reiss) is absolutely qualified to answer.

He sold a down jacket to $1000 and never asked celebrity endorsements, but Beckham and other big stars loved to wear his down jacket.

His story -- from a literary teenager to a millionaire of the luxury down jacket empire -- is becoming a model for the founder of a commercial brand.

A small company that keeps warm clothes.

In 1957, Sam Tick, who emigrated from Poland to Canada, started a small company called "city sportswear" in Toronto, the predecessor of the Canadian geese, from scratch in Toronto.

At first, the company's main products were woolen vest and snowsuit, and customers were mainly those who worked outdoors in winter.

Although it looks overstaffed, tike uses material and clothing.

In this way, this "warm clothing" has accumulated a group of loyal customer groups, and this small company has gradually gained a foothold in the market.

In 1985, David Reiss, David Reiss, took over the business.

During his business, David began to seek new brand appeal for the brand -- bound up with extreme weather in the north and south poles.

David began to design warm down coats for scientists at the masked station in Antarctica. For this reason, he invented the new filling machine, greatly enhancing the clothing's cold resistance function.

In the 90s of last century, David changed the company name to a canadian goose.

Despite the good reputation of users, Canada goose is a small unknown brand for a long time.

As far as David's idea is concerned, it is enough for a company to serve a good professional crowd, so until the end of the twentieth Century, the main business of Canadian geese was outdoor uniforms.

But David Danny, the son of David, did not think so.

In 1997, with the third generation of canadian goose family leader Danny joined the company, Canada geese began to usher in earth shaking changes.

An honest successor.

"My favorite writer is Marcks, who likes his hundred years solitude."

Danny said.

Becoming a luxury down jacket brand CEO is not Danny's original intention. He wanted to be a writer.

Danny, who was born in 1973, graduated from University of Toronto, majored in English literature.

In his youth, he felt that the production of down coats was of little significance, so the docking class was very reluctant.

"I once thought that taking care of family business would be my last choice.

My parents warned me that this is a difficult way to make a living.

Danny said in an interview, "when I was young, I longed to be a writer who wrote short stories."

However, his fate has changed radically because of a plan to "make money".

In 1996, Danny wanted to travel after graduation.

In order to raise money, he found a summer job in his family business.

During this period, Danny took turns in various company posts, answering phone calls, collecting garbage and asking customers' experience.

At a German exhibition, he discovered the real significance of the existence of Canadian geese, and his life trajectory was completely changed.

"I talked to those who needed warm clothes and found that they could survive in the cold with our clothes."

Danny recalled to Canadian media Bay Street Bull that his passion was ignited and never left the company.

In 2001, Danny, 28, took over as president and CEO of the company.

In 2013, the company also introduced private equity fund, Bain Capital, for the first time.

In March 16, 2017, Canadian geese landed at the NYSE and the Toronto stock exchange.

Since then, Canada goose that has invested in capital has been racing all the way to the explosive growth path.

Danny focused his eyes on the world.

According to public information, at present, Canada goose has entered 87 countries and regions, and has opened flagship stores in 12 cities such as Beijing, London, New York and Tokyo. Next, we plan to open 20 stores before 2020.

In just a few years, Danny's luxuries and down jacket empire was born.

According to its recently released financial data for the second quarter of fiscal year 2018/2019, under the dual promotion of wholesale and direct sales channels, total sales increased by 33.7% to 230 million 300 thousand yuan (about US $170 million) over the same period, and the company's annual growth forecast was raised from 20% to 30%.

Green is better than blue.

Although the name and design sound simple, but in shopping malls, Canada goose is often placed in the same grade counters with Prada, Gucci and other luxury brands.

Canadian geese have long been pformed from the previous Antarctic expedition uniforms to the luxury of the fashion world.

In fact, when Danny just took over the company, the company earned only $3 million a year, and Danny set up his ambition to make Canada goose the world's first down clothing brand.

In order to achieve this goal, he began a series of reforms.

The first thing Danny did after he took office was to adjust the personnel structure.

On the one hand, he reused the old staff who worked in the company from his grandfather and father, because they had good skills and loyalty to the company. On the other hand, he recruited many young people with new ideas and new ideas.

He encouraged them to be bold in innovation, put forward rationalization proposals, and guided them to respect the old staff.

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Secondly, it is necessary to give a clearer orientation to the brand.

During a Nordic trip, Danny found that his own cold down jacket was not only worn by professionals but also wearing down Canadian geese.

This made him realize that the company has been too narrow in its position.

So Danny decided to pform the company's products from the professional equipment originally aimed only at outdoor scientific examination personnel to fashionable consumer goods for all the public.

You can't find any Canadian geese factory outside Canada.

This is related to Danny's production concept.

When many luxury companies moved their production lines to developing countries in order to save costs, Danny set the rules and always insisted on local production.

He insisted on designing, cutting, and sewing, each process must be completed in Canada, and all of them were made by hand.

Although the cost of labor is very high, in his view, "made in Canada" means quality and quality assurance. He wants to make Canada goose a unique Canadian specialty, like Japanese white lovers chocolate, Scandinavian furniture design and Swiss watches.

In Danny's view, Canada goose is a luxury in Down garments. Therefore, in terms of sales, Danny follows the sales rule of luxury goods, which is never cut or discounted, and keeps a price increase of about 10% a year, so as to maintain the lasting quality and value of the product.

In an interview with Canadian media, Danny stressed: "companies do not participate in any form of retail price competition" because "it is absolutely unnecessary".

Although Danny disdains fancy advertising, he has a unique advertising concept.

When he took office, he chose a special way of looking at Canada geese, which seems very wise today: advertising is implanted in Hollywood.

Danny gave the canadian goose to the celebrities free of charge, especially those photographed at extreme weather locations.

Thus, on the screen, the Canadian geese began to frequent Hollywood blockbusters including the "007" series and the "X war police" series.

Every time the movie is shown, the same down jacket goes on sale.

More and more celebrities are starting to wear this "goose", from movie stars to stars, and then to rich countries. Finally, even some politicians and politicians wear Canadian geese.

In 2019, the eighteenth year when Danny became president, the canadian goose seemed more powerful. He revealed that before 2020, goose will open at least 20 independent stores around the world, and will accelerate the growth of e-commerce business.

Danny seems to have been able to figure out how the canadian goose will play in the future.

More interesting reports, please pay attention to the world clothing shoes and hats net.