Canada Goose is one of the most popular outerwear providers in the world. They are mostly 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.
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.
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