Canada Goose outdoor brand Canada Goose more than 60 years of history, but as a popular brand known to consumers around the world in recent years, is still very young. After a long time selling products through wholesalers, Canada Goose began to focus on direct sales strategy.
With the decline in mall traffic and the growing share of electricity providers such as Amazon to gain market share, Canada Goose needs to tailor its strategy to the ever-changing retail landscape: accelerating the growth of e-commerce with the opening of some of its flagship stores. Chief executive Dani Reiss said this will help Canada Goose and other luxury brands gain a margin of profit of nearly 15 percentage points.
The direct sales strategy also helps reduce Canada Goose’s reliance on retailers, where almost all of Canada Goose’s sales have come from retailers over the past three years. The department stores, including Saks Fifth Avenue, Bloomingdale’s, Harry Rosen and Holt Renfrew, all came under fire from the Amazon and had to shut down stores or layoffs as department store traffic dropped. Amazon announced in June this year that it will launch a beta version of the “Try Before You Buy Again” -Prime Wardrobe service, another important move by Amazon in the traditional fashion industry, no doubt for physical retailers like Macy’s Another big challenge.