Robert's Blog

Canada Goose is suing Sears over its parkas, which have imitated the styling and iconic coyote fur. The fur is a major point of difference for Canada Goose, and the company is accusing Sears for misleading customers. Sear’s inferior goods will damage the customer segment that buys jackets for winter fashion, as part of what makes Canada Goose appealing is that its pricing makes it a conspicuous consumption good. Sear’s attempt to price gouge is not only dangerous to this customer segment, but also to the entirety of the Canada Goose brand.
However, the main purpose of Goose is not fashion. Their value proposition is that they produce only Canadian products that can withstand the most extreme cold weather temperatures. Sears is only able to price gouge because they are the complete opposite of Canada Goose; they produce Chinese products with inferior materials that are not suitable in Artic temperatures. I find this Sear’s practice to be highly unethical, as the warmth of Canada Goose is a painkiller to an outdoor expedition. Sear’s knockoff brand comes at the cost of people potentially attributing an inferior product that is completely inconsistent with the values of Canada Goose.

http://business.financialpost.com/2013/11/08/canada-goose-sears-canada/