Canada Goose is a proudly made in Canada company since 1957. The business started in a small warehouse in Toronto, Ontario by a man named Sam Tick. He immigrated to Canada from Europe and after working as a cutter for many years at various factories he founded a company called Metro Sportswear Ltd. In 1970, David Reiss, Sam’s son in law joins Metro and invented a revolutionary down filling machine. Metro then becomes Snow Goose by David Reiss, which eventually becomes Canada Goose. In 1997 Dani Reiss, son of David Reiss, joins the company and soon becomes the president and CEO. 2004 was a big year for Canada Goose for growing their company because the movie “The Day After Tomorrow” was released and featured some of their goose down jackets.
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Their brand is everything to them but not everybody can afford a jacket that’s upwards to $1000. To understand luxury better, Adam Smith from the University of California divided luxury into 4 categories: necessary (to maintain life), basic (for normal growth), affluence (goods that are not essential for growth, and luxury (goods that are in limited supply/ very expensive). Valuing luxury brands however is more about characteristics and can be set in 3 components: objective (material), subjective (individual), and collective (social). Luxury brands target specific people, which may depend on geographic location, income and culture. With Canada Goose this definitely would be the case, they target people that go to the coldest places on earth and people of wealth. “Luxury is a developed taste”, someone may develop into luxury but it takes time and money. I myself have slowly developed into luxury tastes, however money is a key factor and I simply cannot afford a Canada Goose jacket as I am in the low to middle income class. Their price is too high for the average person, which forces lower income people to buy fakes or similar looking
Their brand is everything to them but not everybody can afford a jacket that’s upwards to $1000. To understand luxury better, Adam Smith from the University of California divided luxury into 4 categories: necessary (to maintain life), basic (for normal growth), affluence (goods that are not essential for growth, and luxury (goods that are in limited supply/ very expensive). Valuing luxury brands however is more about characteristics and can be set in 3 components: objective (material), subjective (individual), and collective (social). Luxury brands target specific people, which may depend on geographic location, income and culture. With Canada Goose this definitely would be the case, they target people that go to the coldest places on earth and people of wealth. “Luxury is a developed taste”, someone may develop into luxury but it takes time and money. I myself have slowly developed into luxury tastes, however money is a key factor and I simply cannot afford a Canada Goose jacket as I am in the low to middle income class. Their price is too high for the average person, which forces lower income people to buy fakes or similar looking