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> The CEO of Canada Goose on Creating a Homegrown Luxury Brand

商品編號: R1905A
出版日期: 2019/09/01
作者姓名:
Reiss, Dani
商品類別: General management
商品規格: 6p

再版日期:
地域: Canada
產業: Apparel industry;Retail trade
個案年度: -  

 


商品敘述:

After working at his family''s coat manufacturing company for a few years, the author realized that high-end coats made in Canada could become a luxury product globally. Targeting European consumers first, he introduced the brand and then marketed it in innovative ways, including outfitting polar explorers and TV and film crews who were shooting in remote cold-weather locations. Perhaps most important, he committed to domestic manufacturing and opened factories across Canada along with training centers for sewers. This paved the way for phenomenal growth and a successful IPO. Today the company has stores in 12 cities around the world and runs an international e-commerce business. Its focus on delivering an exceptional experience inspired the creation of "cold rooms" in the stores where shoppers can test products in temperatures as low as -25 Celsius before they make a purchase. As Canada Goose expands organically and through acquisition, Reiss says, the company will continue to make its coats in Canada and other products wherever it can get the highest-quality products at the scale it needs.


涵蓋領域:

Brand equity;Business growth;Executives;Family businesses;Manufacturing processes;Marketing;Quality management


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