Canada Goose, known for its high-end parkas, has faced a decline in its stock price and criticism for its brand strategy. To regain momentum, the company is focusing on direct-to-consumer channels, expanding product lines, and targeting younger demographics.
Look closely, and you'll spot Canada Goose 's famous logo — a red, blue, and white map of the North Pole — in places that may seem incongruous. Movie stars sport the brand out and about in New York City, while hotel valets choose the heavyweight puffy jackets to weather Boston's frigid winters.This mix of A-list appeal and functionality has helped Canada Goose grow sales and achieve what can be particularly challenging in the retail industry: becoming a luxury brand.
'First, you need to legitimize yourself by proving that you can work effectively and that you can bring a product that is actually well-performing,' Emanuela Prandelli, a professor of fashion and luxury management at Bocconi University, told BI. 'Then you can cross-cut it with the fashion luxury component.'The company went public in 2017, and its stock climbed steeply for the next few years. But that momentum has waned.
Fashion LUXURY BRANDS CANADA GOOSE RETAIL INDUSTRY DIRECT-TO-CONSUMER FASHION TRENDS
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