Last update >>>>> October 6, 2021
Canada Goose is one of the most popular outerwear providers in the world. The company is known for its winter-proof functions rather than stylish designs and tech innovations. Since 2020, they have been making some changes – from its fashion design, to online campaign, to in-store experiences and sustainability initiatives.
In June 2021, the company announced that it will no longer use fur in any of its product lines. It is worth noting that the Canadian Prime Minister, Justin Trudeau was criticised for wearing Canada Goose products in a family Christmas photos.
The New Innovations In Design And HUMANNATURE Initiative
For 2021, Canada Goose wants to incorporate a new designer to make their designs appeal to global markets such as East Asia. Shanghai Fashion Week’s shiniest star Angel Chen (graduated from London College of Fashion) who is known for experimental and colorful designs took over the creative direction of Spring 21 capsule collection. She created a 13-pieces capsule that is versatile to wear during both Canada’s harsh winters and Asia’s warmer atmosphere.
The capsule provides a globalized solution to both worlds. Most of the items can be styled in various methods with detachable pieces and vertically-reversible coats. Angel Chen also mixed in rosy pink colors and extravagant structures to appeal to more asian shoppers who loves cutesy and flamboyant styles. Currently all pink jackets are sold out in all sizes online.
Marketing wise – unlike Nocta that uses celebrities like Drake to build their brand influence. Canada Goose chose to use virtual models, virtual clothing and CGI effects to craft their innovative brand identity. While their approach is innovative but the campaign storyline yields closely to real scenarios of international travellers between the West and the East.
In Oct 2020, Canada Goose has launched interactive campaigns using in-store AR technology and mobile gaming APP (A similar game to Temple Run) to further educate their Chinese audiences about their sustainability initiative – HUMANATURE: KEEPING THE PLANET COLD AND THE PEOPLE ON IT WARM. Starting at the end of January, guests can unlock natural elements, such as blooming flowers by pointing their camera at a QR code on the window. This AR experience will also unveil product features and buying options through hotspots available on the screen.
The Angel Chen for Canada Goose Spring 2021 collection is available starting January 15, 2021 at select Canada Goose retail stores and select wholesale partners, canadagoose.com, TMall and WeChat. The collection ranges from $395 USD for bag accessories to $1795 USD for puffer Jackets.
Who is Canada Goose, And Do Really They Care About The Environment?
Canada Goose is one of the largest and most prominent winter clothing company started back in 1957. Under the label, the company offers gloves, hats, jackets, Parkas, and other winter apparel. While the company has been one of the biggest suppliers of fur products for a long time, the new initiative to eliminate all fur seems to be in line with a global sustainability movement. Under this movement, brands like Kering, Ralph Lauren, and Pangaia have launched several sustainability initiatives that seek to eradicate practices harmful to the planet, people, and animals. Gucci was among the first brands to embrace sustainability and since many other brands have followed suit.
Are these brands simply green washing their products or do they really mean it when they say no more fur? Some brands have actually gone far enough to get BCorp certification that is a standard in sustainable fashion practices. So brands are putting in a lot of effort to come across as ethical. But for fashion consumers, it can be a challenge to know which brands are actually ethical.
Here are a couple of things you can look for in a brand to see if they really care about the planet and the animals:
- Check the brand’s About Us page and see how they are tackling sustainability issues. Big brands like Canada Goose can only green-wash so much.
- Follow them on social media and see what they post about. Brands who are serious about ethical issues will be loud about it.
- Check the labels before you buy and see how the materials have been sourced, using what tools or techniques. Sometimes, the manufacturing processes cause much damage than the actual product. For example, while cotton biodegrades, the dyeing process during the manufacturing of cotton clothes releases toxic chemicals into the water. Therefore, you need to check how a brand is making its clothes.
- As a the last step, but the not least, check for certifications. Brands have to jump through a lot of hoops in order to get a certain certification like the Bcorp status. So it’s unlikely that they won’t take sustainability seriously.
If you visit the company’s website, you will notice that they have addressed the sustainability issues and seem to be active in the discussion.
Even their social profiles seem to reflect their commitment.
What do you look for in an ethical brand?