1. Canada Goose - Building a Global Luxury Apparel Brand.
- Author
-
Kumar, K. B. S. and Perepu, Indu
- Subjects
CANADA goose ,CLOTHING & dress ,LUXURIES ,LOCATION marketing ,MANUFACTURING processes - Abstract
This case is about Canada-based luxury apparel brand Canada Goose Holdings Inc. (Canada Goose) a manufacturer of parkas. It traces the journey of the company and the way it had built a global luxury apparel brand. The parkas were made in Canada at the company's facilities using a 13-step production process. As the company's popularity grew and the demand from countries in Europe and China grew, Daniel Reiss the CEO was in a dilemma. While producing in Canada helped Reiss maintain the quality that Canada Goose was known for, increasing its global footprint and popularity in China meant he needed to decide whether he could move the production to another location closer to the markets where it was getting popular. Will producing from a different location impact the popularity of the brand and its ethos? [ABSTRACT FROM AUTHOR]
- Published
- 2020