Segmenting and Targeting Markets: Demography and Geography

CG Jackets like the Chilliwack appeal to college students and young professionals between the ages of 20-35 who live in colder geographic locations like parts of Europe, China, Northern U.S., and of course Canada. Since CG jackets are seen as luxury items, they appeal to those with mid to high incomes.

Marketing Communications: The Promotional Mix

CG uses advertising campaigns to increase brand awareness. The company attempts to maintain a positive public image, despite their use of animal products in the Chilliwack, through humane capture/treatment standards. Personal selling is widely used in their retail locations. Social Media advertisements and celebrity endorsements are also used to promote sales.

Product Concepts: Trademarks and Counterfeiting

CG has a trademark red, blue, and white emblem that depicts the “inverted North Pole”. This emblem comes in the form of a patch usually on the arm of the jacket, as well as insignia on the inside panel. Counterfeits are very common and are difficult to distinguish.  

Personal Selling and Sales Management

At CG retail locations, highly knowledgeable sales staff are ready to answer questions that arise during the consumer’s purchasing process. Because the Chilliwack is an expensive jacket, consumers may need to know about the qualities of the jacket prior to committing. Ensuring properly trained and knowledgeable sales staff promotes sales.  

Advertising and Sales Promotion: Seasonal Schedule

CG advertises using a seasonal media scheduled approach. Winter is CG's highest selling time of year in the areas they serve, so they schedule their promotional media campaigns such as commercials and out-door advertisements such mini-billboards and bus bench moving signs during the winter months.

Retailing: Store Atmosphere and Layout

To maintain an aura of luxury and to appeal to their target consumers, CG opens retail stores in carefully thought out locations, such as high-end fashion districts and upscale malls. Each new location features local design aesthetics while combining arctic elements such as polar bear sculptures. Some new locations will feature a 'cold room' where consumers can try out the products before purchasing.

Consumer Decision Making: Opinion Leaders

To control the opinions of the marketplace and to ensure Canada Goose's luxurious perception, the company employs clever marketing campaigns. In 2013, Kate Upton was on the cover of Sports Illustrated swimsuit wearing the Chilliwack. This level of exposure proved to be very effective for the company and lead to an increase in sales, proving that the use of a celebrity as an opinion leader had the desired effect in the marketplace. 

Developing a Global Vision

Currently Canada Goose has flagship locations in Toronto, New York, Chicago, Tokyo, London, Calgary, and Boston. More recently, the company's luxury image has appealed to the fashion-crazed market in China. This increase in demand has caused Canada Goose to open a new regional head office in Shanghai, while new outlets recently opened in Beijing and Hong Kong. Products like the Chilliwack jacket will continue to be offered in these international locations. 

Product Development and Management

In 2016, Canada Goose (CG) chose software company NGC to implement their Product Life Management system. NGC handles everything from the initial design, through every stage of production and development. NGC will handle supply chain management, including costing, vendor and supplier management, product testing, production tracking and quality control. This enabled CG to enhance its productivity, and aid in expansion.

The Marketing Environment: Identifying New Opportunities

In 2016, Canada Goose opened retail stores in Toronto and New York City to appeal to consumers. They understand that to reach their target market new sales methods will need to be used. The Chilliwack is a heavy down and fur jacket that only appeals to consumers who reside in low temperature locations, so they opened physical locations with this in mind.

Ethics and Social Responsibility

Canada Goose enforces, “The Canada Goose Down and Fur Transparency Standards”. These standards mandate the humane capture and processing of the animals used in their clothing, in compliance with U.S. industry mandates. They also partner with Polar Bears International (PBI). With each PBI colored garment sold, they donate $25.00 to PBI for the funding of environmental research.

S.W.O.T. Analysis of the Chilliwack

Strengths: Luxury brand image, featured in magazines and used on set of films.

Weaknesses: The use of goose down and real coyote fur is disliked among activists.

Opportunities: A cheaper alternative without animal products target a lower income market.

Threats: More affordable luxury brands like Patagonia or Marmot.

Mission Statement and a brief history of the Chilliwack Bomber Jacket

Mission Statement

"Cold weather is part of our national identity, and there are no better judges of the quality of our products than those for whom they are designed. We’re proud to have Canadians rely on us for protection in cold conditions. We stay in Canada because that’s who we are."

The Chilliwack Bomber

Developed as a nod to post-war bush pilots in Canada's North, the Chilliwack Bomber provides the durability, warmth, and mobility that these pilots needed when working on Arctic runways. A popular and iconic style, the Chilliwack is one of their most beloved jackets.