Why Canada Goose Jackets Are So Expensive | So Expensive

Canada Goose jackets are made to withstand the coldest places on earth, and the company has a brand history to back it up. CEO Dani Reiss used that history when he turned the company into what it is today.

Following is a transcript of the video:

Narrator: This jacket has been banned from a UK high school. Why? An effort to poverty-proof the school environment. Shielding low-income students from feeling bad about not having a pricey coat. Canada Goose jackets cost anywhere from $500 to $1,500, and they’re not just popular in English high schools. They’re everywhere. How did these coats get so popular? And why are they so expensive?

Pamela Danziger: Canada Goose started out as a working-class brand, and it was really focused on the working-class laborers up in Canada.

Narrator: Canada Goose was founded in 1957 by Sam Tick in a warehouse in Toronto, and it was originally called Metro Sportswear. By the ’80s, people were sporting the company’s jackets in the coldest places on Earth. Its expedition parka became standard-issue at Antarctica’s McMurdo Station, where the scientists nicknamed it “Big Red.” And in 1982, one of the company’s jackets made it to the top of Mt. Everest on the back of Laurie Skreslet, the first Canadian to summit the mountain.

Susan Fournier: So we’re always trying to find the authentic in a saturated world that’s kinda contaminated by materialism. You get those credentials through the craftsmanship. You also get it through a history of the brand, where it’s born of experiences that were actually real that then became products.

Narrator: So what do Canada Goose jackets have that others don’t? The company uses high-quality Canadian Hutterite down, recognized as one of the highest quality in the world. The company claims its animal fur trim disrupts air flow and protects exposed skin against frostbite. In fact, Canada Goose says its jackets can withstand temperatures as low as -30° Celsius. And that sort of quality doesn’t come cheap. Western coyote fur, similar to what Canada Goose uses, is estimated to cost $104.

Danziger: People need that kind of performance, that kind of functional quality in their day-to-day lives, and it’s unusual to see such a brand transform into a luxury brand, but Canada Goose has been very successful at making that transition.

Narrator: By the turn of the millennia, the company got a new CEO who would revolutionize the name “Canada Goose” into the luxury brand we know today. In 2001, Sam Tick’s grandson, Dani Reiss, was named as the company’s president and CEO. He started expanding the brand in Stockholm. His commitment to quality limited supply, but that only increased demand. The brand spread throughout Europe, mainly on word of mouth. Then Reiss targeted America. His parkas became the unofficial uniform for cold-weather film crews, and in 2004, the coats made it in front of the camera. Reiss continued to market through the silver screen, sponsoring film festivals in cold places like the Berlin Film Festival and Sundance. And its US exposure hit a new high in 2013 when Kate Upton donned a Canada Goose parka on the cover of Sports Illustrated.

Fournier: Cultural marketing is that the products are part of the culture, and the advertising is actually the products just living lives with the people who use it. 

Danziger: Through that association, they really raised their stature, and again that’s an interesting, authentic way that Canada Goose made its entrance into the luxury market.

Narrator: There has been some backlash though. PETA has protested against the company’s production methods and pushed the company to use a cruelty-free alternative. Despite the protests, the company is on the upswing. At the end of 2013, Reiss sold a majority stake in the company to Bain Capital, which allowed the company to expand manufacturing in Toronto and Winnipeg and eventually open a store in New York City. Its expansion continued for four years, and in 2017, the company went public. On its first day of trading, the company’s stock jumped 25%, and it’s continued to rise through most of 2018. The company’s revenue has increased from CAN$291 million in 2015 to CAN$591 million in 2018, a 77% increase.

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Why Canada Goose Jackets Are So Expensive | So Expensive

Odell Beckham Jr., Taye Diggs attend Sports Illustrated Fashionable 50 list

Athletic stars Kevin Love, DeAndre Hopkins, Lindsey Vonn and Chloe Kim dressed up for the Hollywood red carpet of Sports Illustrated’s third annual Fashionable 50 list event. (July 13)

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How Tyra Banks Built An Empire After Being Called “Too Big”

Tyra Banks and her mother Carolyn London outline the difficult journey to success in their book Perfect is Boring. At the height of Tyra Banks’ high fashion career, she was called “too big” by designers during Milan Fashion Week. In response to this criticism, Tyra questioned her body and how she could change it to adhere to the industry’s rigid standards. Her mother had a different plan and instead took her daughter out to pizza.

Tyra and her mother, who at the time was acting as her manager, decide to leave high fashion and pursue mainstream brands. Several years later, Tyra Banks has established an empire from being the first Black covergirl on Sports Illustrated, the first Black Victoria’s Secret Angel, to creating America’s Next Top Model. There is still more yet to come from Tyra Banks.

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Following is a transcript of the video:

Tyra Banks – I’ve been told that my butt was so big and just not marketable anymore. She gave me the tools, and the self esteem, and the self love, and the strategy to get around all of that hardship.

The fashion industry is a dog-eat-dog, very difficult world where you’re broken down from your head to your toe, constantly told that you’re not good enough, waitin’ for the phone to ring.

When I was a very young model, and at the height of my high fashion career, high fashion meaning Chanel and Dior and Armani and all the wonderful high fashion designers in the world, I was told one season that I wasn’t good enough. They said your daughter is too big, her butt is getting too big, and you need to go tell her to lose some weight. This happened in Milan, Italy. So my mom came to me and she showed me the list of eight designers that did not want to hire me anymore. And I started crying and I was like, mom, okay, what do I do? Should I diet? Should I work out twice a day? Should I just have salads for breakfast, lunch, and dinner? And my mom said, “You know what we’re gonna do?”

Carolyn London – We gonna go get some pizza. And we’re gonna come up with a plan.

Tyra Banks – Over a big, juicy, wonderful pizza with lots of cheese and sauce, we made a plan. There was a butcher paper on top of that table and she put a pen in my hand and she said, “You write down every client that likes ass. Your ass, because it’s growing and there’s nothing wrong with that. And I’ll be damned if my baby starves for this industry.” I was like, eatin’ the pizza like. Likes ass? Okay, um … Victoria’s Secret?

Carolyn London – And I said write it down.

Tyra Banks – And then she was like, okay now, who has an ass? And I was like, Cindy Crawford?

Carolyn London – Write it down.

Tyra Banks – So I wrote that down and other models that had curves. And my mother said, “Those are the careers that you need to look at and figure out how you can implement some of those strategies, and those are the clients that you are gonna call to see if they will hire you. Goodbye high fashion, hello girl next door.”

Cut to me, you know, being the first black woman on the cover of a Sports Illustrated Swimsuit Edition, and doing that twice, back-to-back. Me being the first black Victoria Secret Angel. One of the original Angels in fact. Me being the first black woman on the cover of the Victoria’s Secret catalog, the first black woman to have a Victoria’s Secret contract, the first black model to wear the Victoria’s Secret Fantasy Bra, and I did that twice.

Tyra Banks – Most of the time the road, we all know this, the road to success, no matter what the story says on Business Insider, people are like, oh yeah, I made it and I … Honey. My mother was super instrumental in so many aspects of my career. You know, my mom was fearless and she was creating an empire, not just saying be on this cover or work this runway. I had her there. She was my rock, my mother was there.

And it all started on a pizza butcher paper in Milan, Italy with my mama sayin’,

Tyra Banks and Carolyn London – Write it down.