Canada Goose: Utility or Luxury?
Between 2015–2017, I was living in Brooklyn and making the daily schlep from Bushwick to midtown Manhattan for work. Now, for those of you who aren’t familiar, that commute involves a walk to the L train (for me, it took about 7–9 minutes, depending on my stride), then a connecting ride from the L train to the M/F trains, and to complete my journey, a walk to the office.
In the summertime, this was no sweat — wait, it was sweaty alright, but I digress — but in the winter, the blistering chill between the wind-trapped buildings and the dirty, slushy snow at my feet made for a daily hellscape.
I’m being overly dramatic, of course, but that’s only because I’m trying to justify to you why I decided to dish out nearly $800 on a Canada Goose parka in the winter of 2017.
You might think that’s an outrageous price to spend on winter gear, especially when there are plenty of coats that can you warm for a fraction of the price (I’m looking at you, North Face). But I’m not alone in my splurge. In fact, part of my driving factor in even considering Canada Goose was me looking around the city and noticing how many pedestrians were donning the signature red patch on their shoulders.
So let’s examine how Canada Goose has managed to establish enough value in the winter wear market to convince so many of us to purchase their expensive — and arguably inhumane — coats.
First, a quick history of Canada Goose. They weren’t always a luxury brand. In fact, when they were first founded in the 1950s, they were manufactured for Canadian Rangers, police, and other service workers who were spending quite a bit of time outside in Canada’s chilly winters. It wasn’t until the late 90s into the 2000s, when the parkas were marketed to an international market, and in the 2010s, when showrooms began opening in major cities like NYC, that the brand began to take shape as a luxury winter staple.
So back to why I — and countless others — are willing to shell out the big bucks for Canda Goose parkas.
- Reputation and History
The first reason is the brand’s reputation, which goes along with its history; if these coats were originally made to withstand the blistering Canadian winters that rangers had to endure, then surely they can keep me warm as I galavant NYC.
2. Brand Identity
Everyone knows when someone’s wearing a Canada Goose parka. Why? Because of that signature, circular red patch sewn onto each and every parka they produce. It’s a statement piece, for sure.
3. Prestige
At the end of the day, we’re willing to dish out much more for a Canada Goose than the average coat not simply because we think it’s going to be much warmer than other winter jackets, but because of the prestige. According to Kerin in Marketing: The Core, prestige pricing “involves setting a high price so that quality — or status-conscious consumers will be attracted to the product and buy it.” In other words, while the coat may only cost $100 and change to produce, the price is intentionally inflated to maintain the air of prestige that consumers feel when wearing such an expensive parka.
In summary, while Canada Goose parkas are certainly well-constructed and cozy, the real reason we end up dishing out the big bucks for their coats goes far beyond comfort.
