Canada Goose Swot Analysis

Canada Goose is a jacket company founded by Sam Tick in 1957. Sam Ticks grandson became the president and CEO of Canada goose in the 1990’s. Since 1957, Canada goose has grown their company substantially. Canada Goose jackets got popular for their warmth. They are down jackets with feathers inside. One of these jackets could sell for about $600. Their revenue since 1957 is around $100 million. (Fortune, 2013) Since being founded in 1957, Canada Goose has entered many partnerships and been featured in many films. Ray Zahab completed a world record while wearing a Canada Goose jacket. In 2009, Canada Goose created centres that provided free materials to the Inuit seamstresses. They then created a manufacturing facility in 2010 followed by a global
One of their strengths is partnerships/films. One of the best ways to grow a company is to promote and advertise the product. Partnering with a celebrity or a well-known organization is a great way to spread word about a product/company. Canada Goose partnered with Lance Mackey, who is a famous sled-racer in Alaska. Partnering with Lance is important because his career involves working in low temperatures. Having Lance promote a warm jacket shows customers that he is able to work in the cold because of his jacket. Canada Goose also partnered with Polar Bear International where all proceeds of jackets specifically made for this organization went towards helping Polar Bears. With two-thirds of the world’s polar bears living in Canada, Canada Goose joins forces with Polar Bears International. (Canadagoose.com) It is important when owning a business to try to attract customers to the product. Customers buy these specific jackets because they know that all proceeds will go to a polar bear in need. Not only are they donating proceeds to help polar bears but they are receiving a warm winter jacket. Another strength for Canada Goose is expanding to Europe and North America. The brand's first two standalone stores are set to launch in New York and Toronto later this year. In an online interview with the Standard he said: "I can't imagine that we won't open a place in London.” (Jonathon P., 2016) Expanding a company
One of their biggest weaknesses would be the price of the jackets. The coats, which run between $600 and $1,000 a pop […] (Schuyler Velasco Staff, 2015). It is very hard to grow a company with expensive prices. This minimizes the amount of customers and relies on the higher classes to purchase the jackets. Although one of their competitors North Face sells expensive jackets as well, they are cheaper than the price of Canada Goose jackets. Another strong weakness for this company is the animal cruelty. There have been many videos going viral claiming to show how Canada Goose gets their fur. As we get further into the 21st century, more and more people are converting to veganism. People are protesting against animal cruelty by eating only plant-based food, not wearing/purchasing leather or any animal products. There are many organizations to stop animal cruelty. A very popular one would be PETA (People for the Ethical Treatment of Animals). Every animal lover and vegan eater knows about PETA. After doing research, PETA wrote an article called “Tell Global Retailer Canada Goose to Stop Using Inhumane Fur and Down in Its Jackets!” Starting this business, it is obvious that there would be people who are not too happy about the real fur. But more and more people, everyday, are becoming vegan and supporting PETA against animal cruelty. This severely effects many company’s including Canada