What happened: Winter is approaching and it’s time for Canada Goose to shine. The high-performance luxury brand, best known for its down jackets, is launching a line of high-tech footwear on November 12, marking its entry into the footwear category. For starters, there will be two styles: the Journey Boot, which is made for hiking, and the Snow Mantra Boot, designed to withstand the coldest temperatures in the world.
This is the last step in the company’s strategy “Beyond the parka” strategy, which saw the outdoor clothing maker add knitwear and fleece to its offerings in recent years. In addition, the acquisition of the Baffin footwear brand in 2018 should now help Canada Goose accelerate its footwear production capabilities while positioning itself as a lifestyle brand in its own right.
The Jing socket:As the Chinese winter sports market heats up ahead of the 2022 Beijing Olympics, there’s no better time for this outing. Not only has the government invested more than $ 139 billion (900 billion yuan) in the sector over the past three years, but it also pledges to increase the number of winter sports practitioners to 300 million by next year. Thus, Canada Goose luxury boots should find their place among the growing number of consumers in the country who enjoy winter sports.
However, growth in China is not without challenges. Earlier this month, Canada Goose was a fine of $ 71,000 for false advertising after claiming to use “the hottest material in Hutterite” even though most of its products are made with other materials. “Canada Goose has probably not carefully studied Chinese law and ignores changes in the Chinese market”, writes state media. “The moon is not rounder in foreign countries, and foreign down jackets are not warmer.” While this backlash is unlikely to affect sales, it could cause Chinese consumers to turn more to domestic brands as international products are no longer seen as better.
Along with ruffling Beijing feathers, there are also other sartorial rivals to worry about. Prada, for its part, recently launched its winter “Prada on ice” collection in Beijing, while Chinese sportswear giant Anta called on Chinese-American freestyle skier Eileen Gu in March for its “Keep Moving” campaign. Therefore, if Canada Goose is to continue to dominate the winter sports arena in China, it will take more than a shoe drop to start the competition.
The Jing socket reports on major news and presents our editorial team’s analysis of key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debates arising on Chinese social media.