However, the fact that the name of this brand conveys such trust is due to its good marketing plan, as each strategy implemented has served to position its brand globally. In Spain and other countries, Canada Goose is a highly respected brand, which has allowed it to remain at the forefront of luxury outerwear.
In this article, learn the highlights of Canada Goose's marketing strategy .
Who is Canada Goose's target audience?
Canada Goose has a wide range of products including lightweight down jackets, windproof clothing, rainwear, footwear, parkas, accessories for the winter, autumn and spring seasons, among others. In this regard, Canada Goose's target audience is men and women between 16 and 64 years old, who are looking for high-performance luxury clothing to protect themselves from the cold. However, the product offering is also available for children and babies.
Canada Goose products maintain a premium price point because they use quality materials and exceptional craftsmanship to make their garments. As such, each product from the brand is a status symbol, as it is linked to luxury and performance.
What is Canada Goose's marketing strategy?
Do you know how this winter fashion brand has achieved so much success on a global level? To find out, you need to know the most relevant points of Canada Goose's marketing strategy :
Brand positioning.
Canada Goose's reputation has been growing for the manufacture of highly durable winter equipment , which is distributed in the best cities in the world in winter, such as Spain. Also, the materials used to build this equipment are of high quality, and this is a seal that distinguishes the brand from others. Therefore, it guarantees that each of its designs can withstand extreme conditions, as well as functionality and a cutting-edge style.
Among Canada Goose's marketing efforts, one can see its focus on resistance to harsh weather conditions. In fact, in its marketing campaigns, you can see people exploring harsh places like the Himalayas. Likewise, to maintain its positioning, the brand frequently organizes outdoor events and expeditions that associate its products with incredible adventures. So much so that each Canada Goose product is well received, both by people who want to push the limits, as well as by influencers and celebrities.
However, the brand has been under some criticism for using coyote fur. However, Canada Goose has made it clear that it needs to use this material to provide durability and comfort to those who use its products. However, it has reinforced its commitment to using more sustainable materials in its collections to continue offering maximum protection during the winter.
Product innovation.
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As a globally respected outerwear brand, Canada Goose does everything it can to keep its customers happy. For this reason, it is driven by continuous innovation, expanding its range of items to include an entire line of winter clothing such as pants, boots, jackets and hats. In addition to parkas, each of these designs has been created for harsh weather conditions. Therefore, they are products especially targeted at consumers who are looking for maximum protection in the winter season.
Among Canada Goose’s innovative coo email list products is the “HyBridge® Lite” jacket. It has been awarded for combining insulation made of down and synthetic, which provides warmth and lightness at the same time. Therefore, it is an exceptional product for the audience that seeks good performance and comfort while moving in a cold environment. Focusing on sustainability, its innovation goes hand in hand with the use of recycled materials, since ecological practices bring great appeal to the brand. And by adapting to the needs of customers, it continues to be a leader in the winter fashion industry.
Limited distribution.
Within Canada Gosse's marketing plan , there is a strategic approach that consists of the limited distribution of its products. In this sense, let's see how this strategy is carried out:
Taking care of its brand image: It is important for the brand to carefully select each place where its products will be sold. In this way, it always guarantees its luxury and quality. In addition, it prefers to advertise through word of mouth, avoiding the media, which has been a strategic approach to sustain its brand image.
Selective choice of retail partners: Canada Goose products are a fixture on the shelves wherever they are found. To maintain its high-end image, they can only be appreciated in high-end stores such as Bloomingdale's and Nordstrom. Also, considering that its items are premium, its online store does not offer returns or free shipping, although some conditions apply.
Direct-to-consumer (DTC) sales.
Canada Goose's direct-to-consumer sales strategy has had a great reach in its network of physical stores and on its e-commerce platform:
Physical stores: These are strategically located in trendy cities around the world. They also provide a premium shopping experience to customers by giving them the opportunity to try out products and resolve their queries with trained personnel. As a result, this omnichannel approach has been highly successful and has exceeded the brand's expectations.
E-commerce: Its online store is easy to use and offers a wide variety of clothing and accessories divided by category. It also makes exceptions regarding free shipping and returns in order to encourage online shopping.
Through this strategy, Canada Goose has achieved greater control over the customer experience, increased engagement with a more global audience, and significant profit margins in its physical stores and through e-commerce.
