The once iconic North Face Nuptse jacket is falling out of popularity.
As North Face’s Nuptse jacket falls out of flavour, the Vancouver male demographic is constantly searching for the next best alternative to get them through the chilly winter. Although many different companies have tried to take the spot at the top, it seems that Canada Goose has come out of the brawl victorious. While many outerwear companies have moved to Asia to reduce costs and stay competitive, Canada Goose refuses to do so. Even after their sale to a U.S. private equity firm, CEO Dani Reiss refuses to put the quality of their jackets at risk. The company insists on staying “Made-in-Canada” and has committed to the decision by opening a new 100,000-square-foot factory in Toronto.
Canada Goose outerwear has been a popular buy despite their large price tag.
Staying true to their business model, Canada Goose expects double-digit growth in the following years. Reiss, unlike other CEOs in the outerwear industry, believes that it is extremely important to maintain premium quality even if it means keeping their price seemingly non-competitive. I think that Reiss’ approach is why the company has had such unparalleled success in their respective market. By trusting in their original business model of Canadian-made products and living up to their promise of sustainability, it’s no surprise that Canada Goose has found a spot at the top. At premium prices of up to $1,000 per jacket, more and more customers are still choosing Canada Goose over its competitors. As an owner of a few of their products, I think consumers are attracted to the company because of their reliability and reputation. When you purchase a Canada Goose jacket, you get exactly what you pay for – a luxurious, durable jacket constructed with sustainable yet high-end materials. Moving forward, I think many companies will follow in their footsteps and realize that price is not the only deal-breaker when it comes to outerwear.
Stylish and durable, Canada Goose jackets has found its home in many closets.