Canada Goose Since 1957 Canada Goose has produced high-performance outerwear, originally developed for cold winters in Canada. Now the brand is recognized by consumers as the leading manufacturer of extreme weather outerwear in the world. With its production in Toronto, Canada Goose offers a broad range of products to the world such as men‘s and women’s wear, clothing for kids and outdoor accessories. Canada Goose’s priority is very clear: it wants to provide high quality for a high price, which means the target group is willing to pay for durable, arctic parkas with a focus on fashion. The target group consists of people from many different ages, with an interest in outdoor activities. They need the best protection in very cold surroundings from Alaska to Europe over to the South Pole. The communication of the brand is strong, focussed on outdoors and protection combined with fashion. Outdoor magazines and high fashion magazines like GQ feature Canada Goose. The company’s image is also strongly communicated on their website. With „Goose People“ (website) it tries to get people to identify with the brand: it displays people that do extreme winter sports and succeed in Canada Goose parkas. The brand’s exclusivity is made clear by its way of distribution. Online shops like Mrporter.com and multi-brand stores such as Metz&Co offer the brand in Amsterdam. These shops stand for a very luxurious product, high price and quality. Price: €750 - €1000
93