Why this 58 down jacket brand became a street fashion?

Canada Goose is actually a brand already has a 58-year history, due to powerful thermal capability, it has been Canada respected and adventure enthusiasts. But it wasn’t until the last few years, the brand began to himself and fashion together.

For year round living in Canada for people of ice and snow environment, a claim against lingxiaersanshidu down jacket cold absolute called a necessary article. But in recent years, the Canada Goose (CaCanada goose Onlinenada goose this super warm down jacket brand has become a street fashion in North America, many celebrities are wearing it.

Recently, Canada Goose launched the first global video, preparing to bring the brand to more overseas markets. Find to has get had Oscar award of Canada Director Paul Haggis (Paul Haggis) directed has one 4 minutes of advertising video–“Out there (in there)”, description has five a adventure home in harsh of polar environment in the of adventure story, after was polar bear chased, and aircraft crash, and fell into ice cave, Canada goose Online series challenge, certainly, they are wearing thick thick of Canada Goose coat.

Video content from real people, such as climbing Mount Everest, the first Canada Laurie Skreslet,4 people win dog sled champion Lance Mackey, Karl Bushby for the first hiking trip, Canada Arctic flight by Paddy Doyle retired pilots, nurses, rescue helicopters in the Canada Arctic Marilyn Hofman of the brush with death.

Canada Goose is actually a brand already has a 58-year history, due to powerful thermal capability, it has been Canada respected and adventure enthusiasts. But it wasn’t until the last few years, the brand began to himself and fashion together.

In 2012, the Canada Goose sponsored the Sundance Film Festival, introduced to coat the people that influence public taste, courting Emma Stone, Bradley Cooper, Daniel Craig, including a large number of celebrity is its own brand of fan. In 2013, the hottest super model figure Kaite·apudun in the snow in a bikini and a Canada Goose jacket, took a group of sexy movies magazine cover. From then on, cheap Canada Goose was more fashionable in the public eye.

Fashion trends to bring Canada Goose sales soared. Since 2013 since Bain Capital bought its majority stake, Canada Goose began showed more ambition in the overseas market. From 2001-2013, revenue climbed from 5,000,001 to $150 million revenue this year is expected to reach $300 million. In September,Canada goose Outlet Canada Goose in the United States set up a business, and the United States also beyond Canada as its largest market.

Canada Goose was still attempting to learn from luxury brand marketing strategy. Its Chief Marketing Officer Kevin Spreekmeester says: “I believe that people always want to know the stories behind the luxury brand, not only do they want to buy an expensive coat is so simple. “They started to worry about Canada people outside don’t know the brand,” consumers now care more about the real thing, but on the Canada Goose from the real adventures we have in the past always spoke very little. ”

CEO Dani Reiss to the Canada Goose brand cultural footnote: “luxury is to experience a new life, and to discover the unknown. For 58 years, our products can help fight cold, Canada goose sale represents courage, savagery and independence, also hope to inspire people in the heart of the spirit of adventure. ”

The mass marketing, it focuses on areas where rapid sales growth, including Canada and the United States and the United Kingdom, and France, and Germany, and Norway and Sweden. 70% of the marketing budget for Internet marketing, the rest used for outdoor advertising and print advertising.

“This is not a one-off, but rather the beginning of mass marketing. “Says Kevin Spreekmeester.

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