Canada Goose CEO has set China as the next target market
The Canadian Light luxury outdoor brand Canada Goose has a history of more than 60 years, but it is still very young as a popular brand known to global consumers in recent years. After selling products through wholesalers for a long time, Canada Goose began to focus on direct selling strategy.
Canada Goose needs to tailor strategies based on the changing status quo: accelerating growth in the presence of some flagship stores. Dani Reiss, chief executive, said that this would help Canada Goose and other luxury brands to pull up nearly 15 margins.
Direct selling strategy also helps to reduce Canada Goose’s dependence on retailers. Almost all sales of Canada Goose over the past three years have come from retailers. Department stores, including Saks Fifth Avenue, Bloomingdale ‘s, Harry Rosen, and Holt Renfrew, have been hit by Amazon, and have to choose to close or cut off the stores in the case of a drop in the volume of a department store.