How Canada Goose is growing beyond parkas with new footwear line

Canada Goose—known for its parkas—is once again trying to grow its brand beyond cold-weather jackets, this time with footwear. But as the Toronto-based company tries to make waves in the competitive category, it will not stray far from its winter roots, both with its product design and marketing. The footwear line, which debuts on Nov. 12, will come in two styles: the Snow Mantra Boot, which plays off its parkas of the same name and uses materials that provide protection and warmth; and the Journey Boot, which is designed for everyday hikers. The footwear will be sold in Canada Goose’s more than 35 stores globally, online and through select wholesale partners. Purchased footwear will be packaged in a limited-edition, reusable dust bag and branded hard case. Canada Goose is pushing the footwear with a new campaign called “Live in the Open'' that includes plenty of cold weather imagery. Ads spotlight the individual journeys of Romeo Beckham, a professional English soccer player; Sarain Fox, an indigenous artist and activist; and former NHL player Jordin Tootoo. The ads, which will roll out closer to launch day, were shot in British Columbia and highlight each person's ability to be one with nature while demonstrating how the Canadian footwear enables them to commit to their individual goals. For instance, one spot will show how Tootoo’s connection with the land helps him navigate his way through a narrow and foggy land. Creative agency Virtue worked on the campaign which will run in out-of-home and digital. “Romeo, Sarain and Jordin’s stories are powerful, meaningful and influential. They live their lives in a way that exemplifies the definition of what it means to be a Force of Nature – a strong-willed, unstoppable character. Each embodies our brand purpose and are guided by a desire to be in nature and inspire others to seek exploration,” said Penny Brook, Canada Goose chief marketing officer. Brook describes the footwear positioning as “performance and luxury.” “Our brand promise is to inspire and enable all people to thrive in the world outside. Aligned to this, our biggest source of inspiration is the outdoors. Our product is designed to function in any environment, adapting to your lifestyle choices,” she said. But Canada Goose might have a high hill to climb breaking through in the competitive footwear market. Matt Powell, senior industry adviser for market researcher NPD Group, said he does not expect the collection to have a material effect on the market, due to the price points. “Boots of these price points represent less than 1% of the cold weather-winter boot category,” said Powell. The Snow Mantra Boots will retail for $1,295 while the Journey Boots will go for $750. Those high prices isolate Canada Goose from competitors in its category. Arc'teryx boots range from $185 to $750 while The North Face and Sorel boots average anywhere between $100 and $200 a pair. Still, Canada Goose is counting on its reputation as a premier parka retailer to help fuel demand. “Regardless of it being a new category and a first for us, it’s still us, and we hope that consumers will recognize that right away. Both boots have a unique and distinctive identity that sets them apart in the industry,” said Brook. The brand has shown it can grow beyond winter gear. For instance, it has previously run campaigns touting spring merchandise, such as lightweight jackets. During an Aug. 11 earnings call the company touted its knitwear launch in 2017 and fleece launch last year as helping its apparel business to reach a projected $45 million in sales in its current fiscal year. “Our non-parka business has shown strength overall and in this quarter specifically contributed roughly half of our DTC (direct-to-consumer) revenue,” CEO Dani Reiss stated on an earnings call. He foreshadowed the footwear launch, saying, “our intention is to define and develop this category in a way that no other brand can or has.” The now head-to-toe company plans to spotlight the playful moments that come with the holiday season in its upcoming campaign. As last year’s holiday season forced many families to celebrate apart, the brand is looking to encourage consumers to come together, and enjoy the upcoming season.

How Canada Goose is growing beyond parkas with new footwear line

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