CSBA2200 – Marketing Fundamentals
Canada Goose – A Brief History
In 1957, Sam Tick founded a small company in Toronto called Metro Sportswear Ltd. His vision
was to create woolen vests, raincoats and snowmobile suits. As an immigrant, he possessed
strong entrepreneurial skills and used that to continue to grow the company. In the 1970’s, Sam’s
son-in-law, David Reiss, joined the team and created a new era for Metro Sportswear. He utilized
the newly invented down-filling machine to help increase product throughput substantially. Ten
years later, Laurie Skreslet made history in 1982 as the first Canadian to summit Mt. Everest. He
wore a custom parka that was designed and manufactured by Metro Sportswear. Shortly
afterwards, the company moved to focus on producing high quality outerwear for extremely
cold-weather conditions and settled on a new company name – Canada Goose.
Fast forward to the 2010s– the company has created a reputation as a luxury brand for coldweather apparel. Their most popular products are the down-filled outerwear, knitwear, footwear
and accessory items (socks, gloves, bags, etc.). Canada Goose decided to expand their market by
selling products in Europe and Asia. They opened up flagship stores in 2016 in cities like
Toronto, New York, London and Tokyo. This led to Canada Goose going public on the New
York and Toronto Stock Exchanges in 2017. In Q4 of 2024, Canada Goose reported $917M of
gross profit. This was an increase of $184M since Q4 of 2022. The company has been growing
financially and continues to show that this pattern will continue in the future.
In the apparel world, Canada Goose is regarded as a top-of-the-line brand. Wearing their clothing
is a status symbol – similar to those who wear Gucci or Prada. It is also very easy to identify
Canada Goose clothing, which is important when it comes to marketing. Having a product that
sells itself is a goal most companies want to achieve, and Canada Goose as reached this level.
SWOT Analysis of Canada Goose


Strengths
Strong Brand Reputation: Canada
Goose is renowned for its highquality, durable, and stylish coldweather outerwear. This has helped
them build a loyal customer base.
Premium Product Offering: The
brand’s products are highly regarded
for their performance in extreme cold,
leveraging high-quality materials such
as responsibly sourced down and
durable outer fabrics. This makes
Canada Goose a go-to brand for those
in need of superior cold-weather gear.


Opportunities
Growing Demand for Sustainable
Fashion: With the increasing
consumer demand for sustainable and
ethically-produced fashion, Canada
Goose's commitment to sustainability
could be a significant growth driver,
attracting environmentally-conscious
consumers.
Expansion into New Markets:
Canada Goose has the opportunity to
further expand into emerging markets,
particularly in Asia and other parts of
Europe, where demand for luxury
products is growing. This could





International Expansion: Canada
Goose has successfully expanded into
international markets, with flagship
stores in key cities worldwide,
including New York, London, and
Tokyo. This has allowed the company
to tap into high-demand markets
outside of Canada.
Sustainability Initiatives: The
company has made strides in
improving its environmental footprint.
These efforts include adopting more
sustainable practices, such as
eliminating fur from its products and
using responsibly sourced materials,
which appeal to environmentallyconscious consumers.
Weaknesses
High Price Point: Canada Goose's
pricing may limit its customer base.
While the brand’s products are high
quality, their high cost excludes some
potential buyers, especially in pricesensitive markets.
Dependence on Seasonal Demand:
As a brand that primarily specializes
in cold-weather clothing, Canada
Goose is heavily dependent on
seasonal demand, which can create
fluctuations in sales, especially during
warmer months or in regions with
mild winters.
Limited Product Range: While
Canada Goose has expanded into other
product categories, it is still mainly
known for its outerwear. This narrow
product focus can limit its growth in
other segments of the fashion market,
especially compared to brands with
more diverse offerings.





significantly increase the brand's
global sales.
Diversification of Product Lines:
The company can continue to expand
its product offerings beyond outerwear
into categories such as activewear,
footwear, and accessories. This could
provide new revenue streams and
attract a wider range of customers.
Increased Focus on Digital Sales
and E-Commerce: With the rise of
online shopping, Canada Goose has
the opportunity to further develop its
e-commerce platform and digital
presence, which would allow it to
reach a broader global audience and
cater to the growing trend of direct-toconsumer sales.
Threats
Competition in the Luxury
Outerwear Market: The high-end
outerwear market is highly
competitive, with brands like The
North Face, Moncler, and Patagonia
offering similar cold-weather gear. As
the market for premium outerwear
grows, so does the competition,
potentially diminishing Canada
Goose’s market share.
Shifting Consumer Preferences:
There is a growing trend towards
minimalist and environmentally
conscious fashion. Canada Goose may
face pressure to adapt its designs and
offerings. If it fails to keep up with
these trends, it could lose its appeal to
younger or more environmentallyconscious consumers.
Fluctuating Raw Material Costs:
Canada Goose’s reliance on highquality materials, including down and
fur, makes the company vulnerable to
fluctuations in raw material costs. This
could impact profit margins or force


the company to pass on higher costs to
customers.
Reputation Risks Regarding Animal
Products: Although Canada Goose
has made moves toward fur-free
products, its historical use of coyote
fur for trims could still be a
reputational risk, especially as
concerns over animal rights continue
to rise.
Global Economic Instability: As a
luxury brand, Canada Goose is
susceptible to changes in the global
economy. Economic instability,
inflation, or geopolitical crises could
impact consumer spending and reduce
demand for luxury goods.
Canada Goose has established itself as a leader in the luxury cold-weather apparel market,
benefiting from a strong brand reputation, premium product offerings, and strategic international
expansion. However, challenges such as high pricing, seasonal demand, and economic
fluctuations can be harmful to the company. Moreover, Canada Goose needs to prioritize shifting
to environmentally friendly options, as younger generations tend to be more conscientious of
this. The company has significant opportunities to leverage growing consumer demand for
sustainable fashion, expand into new markets, and diversify its product range. To maintain its
position, Canada Goose must continue to innovate, adapt to shifting consumer preferences, and
mitigate risks related to competitors, like North Face, and raw material costs which continue to
be an issue globally.
Competitive Review
Canada Goose’s competition is quite stiff, as brands like The North Face and Moncler continue
to give the company challenges, especially when it comes to market share dominance. When you
look at The North Face, they focus on creating a quality product at a more affordable price than
Canada Goose. This is extremely important when it comes to tapping into a larger target
audience. North Face also has a large following, similar to Canada Goose, who enjoy the wider
variety of products offered. Where Canada Goose and Moncler focuses on luxury, The North
Face diversified their portfolio and focuses on pricing over luxury – which can make them more
appealing.
Canada Goose’s Target Audience
When you review Canada Goose’s target audience, you’ll find that they appeal mainly to luxuryconscious consumers who are looking for premium products. Wearing Canada Goose apparel is a
status symbol, and is meant to be noticed immediately. Below is a breakdown of