Canada Goose Essay
INTRODUCTION
Canada Goose Inc. is a Canadian company that manufactures a wide range of high quality outwear for extreme weather conditions. In 1957, the company was founded under the name Metro Sportwear Ltd. by a Polish immigrant named Sam Tick. At the beginning, Metro manufactured functional outwear and created its first down-filled parkas in the early 1970s. David Reiss, who was Tick’s son-in-law, joined the company in 1972, and purchased the company in the early 1980s. Since 1985, all parkas production was registered under the name Snow Goose. In the early 1990s, Metro entered the European market and registered all products sold there under the name Canada Goose. David Reiss’s son, Dani Reiss joined the company in 1997, and eventually …show more content…
Dani Reiss could have adopted the existing business model as he was the 3rd generation president to run the company and might be reluctant or not eager enough to change things. Instead, Dani Reiss recognized that a high potential market exists for premium, fashionable and functional outwear. At that stage he made two key decisions- that all products be registered under the name Canada Goose, and that all production continues being “Made in Canada”.
At the same time, the growing global competition and the gradual removal of trade barriers in combination with a strong Canadian dollar have resulted in higher prices of exports and lower prices of imports. Canada Goose understood that it could not compete on price. In order to compete on a hyper-competitive environment, Dani Reiss focused on increasing the value-added of his products, and build the Canada Goose strategy in accordance with that of the Swiss watch industry. As he has stated: 2 “to me a Canada Goose jacket is like a Swiss watch- you can’t make a Swiss watch in China. You can’t make a Canada Goose jacket in China
Canada Goose Inc. is a Canadian company that manufactures a wide range of high quality outwear for extreme weather conditions. In 1957, the company was founded under the name Metro Sportwear Ltd. by a Polish immigrant named Sam Tick. At the beginning, Metro manufactured functional outwear and created its first down-filled parkas in the early 1970s. David Reiss, who was Tick’s son-in-law, joined the company in 1972, and purchased the company in the early 1980s. Since 1985, all parkas production was registered under the name Snow Goose. In the early 1990s, Metro entered the European market and registered all products sold there under the name Canada Goose. David Reiss’s son, Dani Reiss joined the company in 1997, and eventually …show more content…
Dani Reiss could have adopted the existing business model as he was the 3rd generation president to run the company and might be reluctant or not eager enough to change things. Instead, Dani Reiss recognized that a high potential market exists for premium, fashionable and functional outwear. At that stage he made two key decisions- that all products be registered under the name Canada Goose, and that all production continues being “Made in Canada”.
At the same time, the growing global competition and the gradual removal of trade barriers in combination with a strong Canadian dollar have resulted in higher prices of exports and lower prices of imports. Canada Goose understood that it could not compete on price. In order to compete on a hyper-competitive environment, Dani Reiss focused on increasing the value-added of his products, and build the Canada Goose strategy in accordance with that of the Swiss watch industry. As he has stated: 2 “to me a Canada Goose jacket is like a Swiss watch- you can’t make a Swiss watch in China. You can’t make a Canada Goose jacket in China