, Columnist
First It Was a Warm Coat. Now It's Hot Fashion.
Here's the marketing trick that made Canada Goose a status symbol.
Fashion statement.
Photographer: Cole Burston/BloombergThis article is for subscribers only.
Not long ago, I dashed off a quick email to Mickey Drexler, the former chief executive of J. Crew and perhaps the greatest merchant of his generation, to ask him if he had any thoughts about why Canada Goose overcoats had become so popular.
You know the coats I mean, don’t you? Those big winter coats, usually black or blue, with the circular red, white and blue arm badges that say “Canada Goose Arctic Program." The ones that cost upwards of $1,000. In New York, you see them everywhere, even now in April, with weather still nippy but hardly cold enough to require arctic gear.