Will Canada Goose's Latest 'Experimental' Concept Attract the Next Generation of Luxury Shoppers?
Last week, Canada Goose unveiled its a new multi-room retail concept dubbed "The Journey" in its hometown of Toronto. The choose-your-winter-adventure experience checks all the buckets to reach the younger generation of shoppers: It's immersive and highly Instagrammable. But there's not any actual product to try on.
Since establishing the Toronto flagship in 2016, Canada Goose has been on an international opening frenzy. It has 20 stores worldwide, including a New York flagship and three in mainland China. But right now, Canada Goose is playing with the inventory-less The Journey, which is located in the very local — and not very international tourist trafficked — CF Sherway Gardens in the western part of the Greater Toronto Area.
Founded in 1957 as Metro Sportswear Ltd in Toronto, Canada Goose has maintained its roots as its public perception evolved from high performance outerwear maker to luxury purveyor of $1,000-plus parkas.
Canada Goose also has what it calls its Basecamp community, which encompasses email subscribers, social followers, consumer-facing events and video content — all of which disseminate its messaging. "So much of it's really been done by peer-to-peer influence, and that is the single most effective marketing tool that's out there," says Powell.
Canada Goose's website features a prominent "Fur and Down" tab at the top, which leads to a page detailing its trademarked "Transparency Standards" for sourcing by-product down in accordance with established Canadian Agreement of International Humane Trapping Standards and, in the U.S., the Best Management Practices guidelines.
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