Can "Scissors" Moose Knuckles Replace Canadian Goose?

Down jacket is always a single product in winter. In recent two years, Canada geese are probably the most popular feather clothing brands. People talk about goose on the Internet and wear goose in real life, whether it is genuine or fake.

Because Canadian geese are getting more and more popular, people find that the probability of hitting shirts in winter is getting higher and higher. Recently, some people's down jacket is no longer Canada's goose's iconic Arctic disc Logo, instead of a fat metal scissors.

The "scissors" Moose Knuckles is also a high-end outdoor fashion brand in Canada. The main product is the cold down eider. Moose Knuckles just opened its flagship store in Jingdong in January 10th, and the flagship store in Tmall was launched in September 2018. In December 15th, the brand opened a flash store in Hang Lung Plaza, Shanghai, and is expected to close before February.

Although Moose Knuckles is still a minority in China, it is very popular among young people in Canada, according to many Chinese studying and working in Canada. Similar to Canada goose, this brand was first introduced by Canadian students in China. The price of Moose Knuckles is almost the same as that of Canada geese, and the price of down garments category is between 5000 yuan and 15000 yuan. Les

The Moose Knuckles founder family began producing duck down garments in 1921 and created its brand in Toronto, Canada in 2007. At present, apart from the down coats that are suitable for extreme cold weather, the brand has also introduced sweaters, shirts, shoes and accessories.

Although we all regard the Logo pattern of Moose Knuckles as "scissors", this pattern actually comes from two famous cultural signs in Canada, that is, the footprint of elk and the copper knuckle sleeve used by hockey players.

Compared with Canada geese, the location of Moose Knuckles should be younger and personalized.

Canada goose originally took the route of "cold resistance excellence", and its down jacket is an essential functional clothing for many North and south polar expedition personnel. It was not until the Canadian geese CEO Dani Reiss took over the business that they gradually stepped into the entertainment industry and even went to fashion magazines. But generally speaking, Canadian geese are still simple and plain to many consumers.

The Moose Knuckles, which was created only more than 10 years ago, emphasizes that the brand gene is "fun" and "sexy" (sexy). The garment clipping highlights the body curve and adds some interesting elements when designing the product, which also makes the brand attractive to younger consumers.

In addition to the design tailoring, Moose Knuckles is also bold in brand marketing. In 2017, the brand and the world's largest pornographic website Pornhub jointly launched a joint down jacket, and launched a series of promotional films, which has attracted many people's attention.

Another important reason why Moose Knuckles is likely to be blaze is that the brand Logo is highly recognizable. This is one of the reasons why the goose exploded in Hong Kong.

In China, many people have noticed that Canadian geese begin with the disc Logo, which embroiders the map of the Arctic and Canada's maple leaf. This Logo always appeared in star street shooting. Even in 2017, Ma Yun was wearing a Logo down jacket when meeting with us president Trump. Logo, which is easy to identify, has made consumers realize the brand quickly. Many consumers are satisfied with the "goose" when they notice it. Moose Knuckles's scissors Logo has the same effect.

Although Moose Knuckles is still very young, it has just expanded to the international market outside Canada, but when Chinese consumers are digging new brands of down garments, scissors will also become the next "red goose".