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.
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