Canada Goose is a very trendy brand all over the world. It has a value proposition which is fashionable, extremely warm and the Goose People attitude “dream big dreams and take big swings”.
According to the blog, Canada Goose plans to launch the biggest advertising campaign in the company’s history. Centralized around a 4 minute video, the company plans to tell the real stories of what they call “goose people” (people who have experienced the phenomenal while wearing their coat). It could be a successful marketing movement because it emphasizes the value of the brand and differentiate Canada Goose wear from other similar functional wear like the North Face and Moncler.
Through the short video about the Goose People, it tried to use a polar landscape of snowy hills, dramatic cumulus clouds and coastal glaciers to evoke audience empathy and imply that Canada Goose can keep you warm enough to overcome extreme weathers and confront all kinds of challenges. It also deliver the company culture of no details too small and since the company 20-year-plus relationship with Hollywood it shows the exclusivity over the other brands.
Marketing of Canada Goose achieved success on account of the clear value proposition, knowledge of how to target their customers and market in trendy orientation. Additionally, based on the hollywood experience the company had, Canada Goose is able to carve out a bigger advertising campaign by planting their products into the films.
Sources:
http://www.huffingtonpost.ca/2015/11/17/canada-goose-plans-to-grow-manufacturing-presence-in-winnipeg-hire-more-staff_n_8583528.html
http://www.psfk.com/2015/04/canada-goose-jackets-success-2014-drake-kate-upton.html
