The Weather Is Too Cold. Canada's Goose Jacket And The Robbery In The United States Caused Public Controversy.

Canadian goose disputes continue, but we still can not determine whether the controversy has brought more consumers to the brand.

According to the latest US CBS news, there have been 7 robbery cases of gunmen robbing canadian goose coats in Chicago in the past ten days. One surveillance video showed a white Mercedes car parked in the street where the victim walked. A man jumped from the back seat and forced the sleeve of his men's coat. Then another man jumped out of the car, suspected of carrying a gun, robbed the victim and forced the removal of his Canadian goose down jacket. Several other cases also included trailing victims into apartment buildings and snatching canadian goose down coats.

At present, several cases of criminals are still on the run. In addition to strengthening patrols, Chicago police also advise people to change their brand coat. Some consumers said in an interview with Cbs Broadcasting Inc that they are preparing to buy a cheaper coat, just in case it happens. He thought it was disappointing to spend a lot of money on Canada goose, but now he can't enjoy it. And when people interviewed Chicago NBC, they said, "now we really can't wear anything good anymore."

In addition to completely idle high priced Canadian geese, consumers also came up with countermeasures to cut off the signs on the canadian goose sleeves. One consumer said he had cut the armband because he thought the canadian goose was a "real and practical high quality down jacket" and he did not want to give Canadian geese free advertising. Now there is another advantage, which is to prevent him from becoming a criminal target.

But as the canadian goose brand value keeps rising, the reason why people buy this brand is not only its excellent cold preservation function. Canada goose has become a luxury, a symbol of identity and circle. Its most expensive coat in the US official website is worth about 1695 dollars, or about 11 thousand yuan.

As fashion headlines earlier analysis, luxury goods are not ordinary commodities, but in essence they are for social interaction. Most of the time, it satisfies not only the functional needs of consumers, but the psychological needs, so its pricing includes a large number of brand premium. As a functional product, the feather down products become a very special category in the market after being added to the luxury property, which is less affected by the weather changes than the ordinary down garments, and is more resistant to the weather instability. When consumers buy luxury feather products, they are not entirely from the practical demand point, which is the same as people who drive Land Rover in the city and buy hermes bags.

Therefore, the conspicuous armband on down jacket is precisely the reason why many people buy at a high price. Many consumers are obviously not willing to lose the armband. "I don't want to cut off the armband after spending so much money," a consumer said. He said he would rather take more risks and remain vigilant when he travels.

The canadian goose robbery in Chicago has attracted a lot of attention, but this is just one of the controversies surrounding canadian goose. Canada goose is becoming a symbol. The noun itself brings its own flow of heat. Any branding about the brand will cause great enthusiasm for discussion.

Last week, The Atlantic column, entitled "I bought a $925 fake canadian goose" on Amazon, also caused heated debate on the Internet. The author described his purchase of a $925 goose down jacket fake product from Amazon's third party and then complained about it. Some commentators believe that buying fake products on the electronic commerce platform has been a chronic disease for many years, but this topic once again aroused concern because the author used Canada goose as an incision.

In recent years, there are also public accusations that Canadian geese are facing moral accusations from animal protection organizations. This has become a time bomb in the process of brand development.

The British Peter Safai, who bought the canadian goose, did not think that wearing this coat not only did not satisfy the vanity but led to the criticism of strangers. Earlier, he told the fashion headline that not long ago, when he was walking through central London, he was harassed by three strangers. He accused the Canadian geese that they were cruel to geese.

With the rapid rise of Canadian geese, the Canadian down brand has attracted the attention of animal protection organizations. Last November, PETA released a video showing that the canadian goose supplier had done an inhumane treatment to the goose before killing a goose on a farm called James Valley Colony Farms. At the end of 2016, PETA launched a protest at the gate of Canada's goose Soho flagship store. PETA also boycotted the purchase of brands or corporate stocks. In March last year, before the listing of canadian goose, PETA announced that it would buy shares of about $4000 of the brand to become shareholders.

Members of the PETA group who have long been protesting outside Canada's goose's largest flagship store in London have imperceptibly affected the canadian goose's brand image and public awareness. Peter Safai 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.

Peter Safai revisited his spending behavior just because he was condemned by passers-by in his Canadian down jacket. 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 PETA's behavior, nor do I agree with the canadian 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. "

It is noteworthy that the social moral criticism that Canadian geese are facing now comes not only from cruelty to animals, but also to teenagers' psychological comparisons. According to CNN's latest news, the Woodchurch high school in the north of England issued the latest policy last year, requiring students to ban high-end winter jackets such as Moncler or Canada goose. Principal Rebekah Phillips explained that it was to eliminate the pressure faced by poorer students. He believes that these coats, which cost up to $1200, have led to many inequalities among students and humiliated the economically difficult students and their parents, almost to 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 believe that students should not be disturbed by their economic background on campus. It is learnt that the regulations have been implemented since the end of the Christmas holiday.

The canadian goose has attracted the attention of the school, reflecting the unprecedented prosperity of the down jacket category. Many families choose to allocate more budgets to the down jacket, and the purchasing power of the millennial generation is also very strong. According to the data released by market research firm HTF MI, from 2013 to 2016, the market of the down jacket Market reached an average annual growth rate of 18.4%. The market of the down jacket market will further expand in the future, and it is expected to reach US $208 billion 500 million by 2021.

According to fashion headline data, canadian goose sales surged 35.4% to 233 million Canadian dollars in the second quarter of 2018, and net profit increased from 37 million 100 thousand Canadian dollars in the same period last year to 49 million 900 thousand Canadian dollars, which all exceeded analysts' expectations, mainly due to the promotion of consumers' strong demand for luxury goods.

Unlike many traditional luxury brands, the new luxury feather category represented by Canadian geese has just entered the window period, and is being closely watched by the community and accepted by the public. At the same time, due to the practicality of luxury feather, Canada goose is different from the relatively narrow target audience of traditional luxury goods, and it is more associated with the public. This is followed by the collision and friction of this new luxury in the process of adapting to social environment.

However, despite the same luxury and feather down category, the Canadian geese's rival Moncler has not caused much controversy, mainly due to Moncler's strategy of constantly moving towards fashion brands in recent years. Moncler, founded in 1952, originally focused on outdoor mountaineering products such as tents and sleeping bags. In 2003, after being acquired by Remo Ruffuni, a fashion family, it gradually became fashionable and formally entered the luxury industry. At that time, the brand had annual sales of only tens of millions of euros.

Since taking office in 2003, Remo Ruffini has really revitalized Moncler. According to fashion headline data, Moncler's gross revenue rose 18% to 873 million euros in the first three quarters of last year. In 2006, Remo Ruffini invited the original creative director Alessandra Facchinetti of Valentino to launch the high-end product line Moncler Gamme Rouge Line for the brand. In 2009, the high-end men's wear Gamme Bleu was formally launched. In order to get more recognition from fashion people, Moncler frequently shows up in Paris fashion week and Milan fashion week. Since then, Gamme Rouge and Gamme Bleu have entered the regular schedule of Milan fashion week and Paris fashion week.

In order to cater for the young consumers' sense of novelty, Moncler abruptly decided to cancel the high-end fashion series Gamme Bleu and Gamme Rouge in November 2017 instead of its new cooperative project "Moncler Genius", released in Milan fashion week in February this year. The designers involved in the project include Teng Yuan Hao, Pierpaolo Piccioli, Craig Green and Francesco Ragazzi, 8 gifted creative talents. They designed 8 different series for Moncler respectively, creating great exposure and flow for the brand.

In the process of continuous fashion, Moncler actually focuses on the target consumer groups on consumers who are more concerned about fashion, but the practicability is weakened. A large part of Canada goose is still choosing its brand because of its warmth and practicality. That is why in cold weather, the target of attacking criminals is the canadian goose, rather than Moncler, because of its practicality and luxury.

After more and more frequent social controversies, it is worth considering whether consumers will give up the purchase of their down garments because of the controversy caused by Canadian geese. After all, one of the purposes of consumers buying luxury brands is to gain social recognition, but at the same time they are more and more concerned about whether the products purchased are ethical and social expectations, and they will also carefully assess the risks that the product may bring. On the one hand, the Canadian geese have attracted the millennial consumers because they are "cool" enough. But on the other hand, the controversy over brands has caused some consumers to choose to abandon the brand.

The main cost effective Chinese mid end down clothing brand Bosideng catered to some of those who did not want to be too high profile. But at the same time, consumers who pursued practicality and fashion were transformed into the biggest daring horse of last year's clothing retailing since the bold transformation. According to the latest three quarter performance data released by Bosideng, in the 9 months ended December 31, 2018, the retail sales of the group's main brand Bosideng increased by more than 30% over the same period last year, and the revenue growth of Xue Zhong Fei, Bing Jie and other brands also increased by more than 20%. In the first half of fiscal year 2018, Bosideng brand sales rose 24.1% to 1 billion 557 million yuan over the same period.

However, paradoxically, the controversial news seems to have heated up the Canadian geese, which makes consumers' consumption psychology very complicated when they buy the brand products. In Canada's most important strategic market for future geese, despite the impact of the HUAWEI CFO incident, the price of Canadian geese has fluctuated. The first flagship store in mainland China is suspected of postponing the operation for 13 days. But the flagship store officially opened in Sanlitun, Beijing in December 28th last year, which stimulated the stock price to rise by 9%.

In the long run, whether public opinion and controversy will affect the brand fever of Canadian geese and whether the brand will continue to explode in the future will become an important case for the industry to study the current retail environment and consumers. In the face of the "third hand" that influences the performance of fashion brands, namely, social psychology, the response of luxury brands is also related to the strategic policy formulation of luxury brands in the future.

Canadian geese in the center of social focus seem to be getting more and more dangerous. But on the other hand, this may have poked a desire for high profile and stimulating consumer psychology. After all, controversy can bring fresh feelings. Author: Drizzie