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.