Morgan Freeman wearing Canada Goose
Dennis Quaid in “The Day After Tomorrow” wearing Canada Goose
Canada Goose is one of Canada’s most recognizable worldwide brands. Yet, as popular as they are, they continue to manufacture their jackets in Canada. Most recently they have opened a new factory in Toronto that will provide 200 new jobs for Canadians. While continuing to manufacture in North America may seem risky to some; I agree with Canada Goose that it is well worth the risk. Competitors have an edge in terms of price, but by manufacturing in Canada the brand has a large quality and ethical advantage. As we have learned in class it is important to have low material and wage costs. However, for higher end products such as a Canada Goose jacket quality and reputation are critical for brands success. Consumers seem to prefer to purchase a quality and authentic product when spending a premium price. Therefore, manufacturing in elsewhere while continuing to be named Canada Goose would seem fraudulent and ridiculous. It is also important to note that the creation of jobs in Canada will create great publicity for the brand and create a sense of national pride. Ideally, all businesses would be able to avoid outsourcing but it simply wouldn’t work due to costs. Canada Goose’s new factory is a great demonstration of a business that chooses to continue to manufacture locally rather than outsource, while continuing to be successful.
Articles Used: http://www.theglobeandmail.com/report-on-business/small-business/sb-managing/leadership/the-two-things-that-canada-goose-did-to-make-the-cold-hot/article21258417/
http://abcnews.go.com/Business/700-winter-jackets-worth-investment-ridicule/story?id=21611417
http://www.thedailybeast.com/articles/2013/12/23/the-cult-of-canada-goose.html