The Diffusion of Canada Goose Parkas in the US

It's that season again. It's the cold winter season, the snow season, and also the "Canada Goose" season. During this time in the past few years, I remember I could see a person wearing a Canada Goose parka every 10 steps or so in Collegetown or on the street of SoHo in NYC. So how did this brand that nobody in the US had heard of 10 years ago become so popular especially in the cities of Northeast and Midwest? The reason goes back to its history.

Around the year 2000, this Canadian brand started promoting its Around the year 2000, this Canadian brand started promoting its products to the Europe and Japan markets as high-quality, luxury winter coats after declined by many clothes retailers in the US. The CEO of Canada Goose made this decision because he believed that the consumers in Europe and Japan would have a higher acceptance rate for high-price, good-quality clothes. Indeed, these parkas first became a trend among the fashion elites in Stockholm and later spread across Europe. Hoping to expand the American market too, Canada Goose Outlet gave out their parkas in movie sets and film festivals.

As some American consumers began to discover the brand's parkas in the high-end department stores in Europe and spotted them on Hollywood stars, Canada Goose increased its brand awareness significantly in the US in the early 2010s. However, it wasn't until the parka's appearance on the cover of the "Sports Illustrated Swimsuit Issue" in 2013 that the brand's popularity exploded. Since then, Canada Goose has been on a rapid diffusion in the US.