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    How the hottest winter brand came to sizzle A look at Canada Goose's makeover By Golden Girl Finance | GoldenGirlFinance.com – Wed, 16 Oct, 2013 7:00 AM EDT
    View Photo moncler How the hottest winter brand came to sizzle
    Dani Reiss is quite the clever little fox. Within a decade, his leadership has ignited a 3500 percent growth in annual revenue for a company his grandfather started nearly 60 years ago.
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    If you're part of the Canada Goose phenomenon, you've contributed to that growth in one shape or another. You've also probably had to remortgage your house to do so (just kidding). You might have had to dig a little deeper to cover that month's mortgage bill though.
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    You probably don't even know why you're so willing to pay the high price tag on one of these. Maybe it's because Jessica Alba donned one in a scene of Good Luck Chuck . Perhaps you just appreciate a jacket that guarantees a lifetime of use with a free replacement or repair.
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    Maybe it's just what's in right now. After all, the brand has been around since 1957, though it had been established as Metro Sportswear Ltd. at that time. It had two CEOs before then-27-year-old Mr. Reiss took over - his grandfather and father had taken their turns wielding the torch.
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    Following Mr. Reiss's throning, it would be another ten years before the Canada Goose brand would become a household name in its native country. First, it would have to count on the ideas the world already held about Canadians to drive its export sales. Plus, it had an advantage over other brands in exotic markets: it was a quality product to begin with.

    O Canada, our true north strong and…fictional?
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    Mr. Reiss took a different leadership approach than his forefathers. "My dad was very focused on manufacturing and machinery. I was more focused on telling the story," he told ProfitGuide.com last year.
    Indeed, focus groups were his focus; marketing his Magna Carta. He banked on the fact that the European market associated Canada with extreme weather conditions and wilderness.
    "The imagery of Canada is the Great White North, the polar bears, the Aurora Borealis, we all live in igloos. That’s the mythology. People around the world love that mythology," Mr. Reiss told the Toronto Star.
    Right - try telling a Winnipegger that. Our igloos are just incredibly well-staged.
    Still, there's no doubt most Canadians live inchilly climates, which might be why this Canada-born company had to gain notoriety off Canadian soils before it could expand its brand presence at home.
    In 2000, Mr. Reiss convinced his father of a rebrand - they would change the company's name from Snow Goose (which happened to already be registered in Europe anyway) to Canada Goose. Mr. Reiss attributed the decision to the "emotional response" their European fans had towards the "made in Canada" label. That's why when everyone was jumping ship to have their products manufactured inexpensively (and, in some cases, unethically) in Asian warehouses, Mr. Reiss made the decision to play up his company's "made in Canada" badge of honour.

    Form and function
    Though we all love a nice patriotic story, Mr. Reiss's Canadian angle might have eventually passed only as passé were it not for the jacket's impenetrable quality.
    It employs numerous innovativetechnologies:
    Its YKK zippers are reputed as one of the most durable brands of zippers in the world.
    Its Polartec soft shells block 96 percent of wind and allow for 4 percent air circulation to maximize its warmth-to-weight ratio.
    Its Polartec Power Shield Pro augments the soft shell, but blocks 99 percent of wind and allows for 1 percent air circulation.
    Its Thermal Mapping down insulation is… self-explanatory.
    Its Loro Piana Storm System double barrier repels water and acts as the jacket's membrane.
    Finally, it uses coyote fur to create a warm environment around the face - that's also the same tactic used by Canada's true Arctic families.

    Sales are hot, despite some cold responses
    The brand has faced adversity from all sides: from animal petitioners against the use of fur and trapping of coyotes, tocounterfeit manufacturers and retailers who continue to saturate the market with illegal merchandise, even though a new law works to ensure they have a tough time getting their products into Canada.
    That's the cold end of it though. On the hot end, Canada Goose is on its way to championingitself and its home countryas the top luxury outerwear brand and landscape, riding in tow with high-endbrands like Moncler. Canada Goose parkas range from $595 - $795 (you can find legitimate retailers who carry the brand here ) and last year, revenues reached more than $150 million.There's nothing cold about that. Related Articles
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