Canada Goose Bypasses Saks With Sales Pitch for Amazon World
- Fashion company targets consumers directly for $1,500 parkas
- CEO says strategy will help firm match rivals’ margins
The showroom at the Canada Goose Clothing Production Facility mimics what a retail store would look like in Toronto, Canada, Thursday, February 27, 2014.
Photographer: Galit Rodan/BloombergDani Reiss, who runs Canada Goose Holdings Inc., used to be so anti-logo that he would cut the little crocodiles off his Lacoste shirts. Today, a prominent North Pole crest is emblazoned on the shoulder of each parka his company makes, enhancing their cachet with consumers as Amazon.com Inc.’s shadow looms large over the traditional retail landscape.
“I didn’t like brands, which is very ironic I realize given our large logo,” Reiss said in an interview from Canada Goose’s Toronto head office. “What I learned when I started working here was that the stories behind these products were phenomenal, the reputation we had built was phenomenal, anybody who knew about it really liked it -- but nobody knew about it.”