![media?
A Social media [are] very important because of the way people
communicate about our product.
· People have this experience of extreme warmth and then they
go talk to somebody else about it. Our Facebook page is very
active and engaged and [the growth] was organic. It is not
commercial, it is social. We tell our stories a lot more than we
push our products. We are not going to take out some ad just to
get millions of [Facebook] fans.
Links:
http://business.financialpost.com/news/canada-gooses-made-in-
canada-marketing-strategy-translates-into-success
Their targets
Canada Goose doesn’t do a lot of advertising; it relies instead
on product placement in movies and word-of-mouth. What’s so
effective about that type of advertising?
That’s kind of what I was getting back to. The beauty here is
they don’t have a marketing campaign with a capital M,
meaning traditional stuff. Instead, they’re doing cultural
branding. Cultural branding means you want your brand to
naturally become part of the culture—in other words, placing
the products into the audience where you want it to gain
traction.
The technique is you try to get people to use the product and
talk about it with their friends. That’s not in the hands of the
marketing team; that’s in the hands of the consumers. It’s much
more powerful and credible, much more approachable. You
want to become part of culture. When you become part of
culture, then you might get into a movie with a scene where the
characters are in a really cold climate. Hollywood wants brands
that are hot because they convey a lot of meaning, and it keeps
going. People who are fashion bloggers want the brand because
it’s something that keeps going. It has authenticity; it’s not
going to seem commercial, and it’s not pushing a product.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Canada Goose· your target, the community you hope to mobilize·.docx
- 1. Canada Goose · your target, the community you hope to mobilize · What the CEO has to say? Who is the CEO? · Dani Reiss (Born November 7, 1973) is a Canadian entrepreneur, best known for his role as president & CEO of Canadian premium outerwear company, Canada Goose Inc. · Canada Goose’s down-filled parkas can run about $1,000 for its warmest winter styles · the outerwear brand’s CEO is not interested in creating a more affordable line of coats — he has much more interest in the lucrative realm of luxury apparel. · “We’d rather, and it’s more challenging, to go upmarket and make better stuff,” -Dani Reiss Link: http://business.financialpost.com/news/retail-marketing/parka- king-canada-goose-targets-world-from-its-toronto-factory Q How do you market the brand? How much traditional advertising do you do? · A One of the powers of our brand is that we make the best and warmest jackets on Earth, so the product is its own advertising, and the logo is so recognizable. We do a little bit of print media but not a lot. We do a lot of sponsorships and direct-to- consumer stuff. It’s lots of word-of mouth and we support that by sponsorships and partnerships. In the early days we did things like put jackets on people in the cold like bouncers or scalpers who were cold because they were standing outside all night. Nowadays we have a partnership with Fairmont Hotels and they are a great Canadian brand — a traditional, authentic Canadian luxury brand. All of their front- facing people — the doormen, bellmen, anybody working outside – wears a Canada Goose jacket. That is a direct interaction with consumers. Q How important a marketing strategy are digital and social
- 2. media? A Social media [are] very important because of the way people communicate about our product. · People have this experience of extreme warmth and then they go talk to somebody else about it. Our Facebook page is very active and engaged and [the growth] was organic. It is not commercial, it is social. We tell our stories a lot more than we push our products. We are not going to take out some ad just to get millions of [Facebook] fans. Links: http://business.financialpost.com/news/canada-gooses-made-in- canada-marketing-strategy-translates-into-success Their targets Canada Goose doesn’t do a lot of advertising; it relies instead on product placement in movies and word-of-mouth. What’s so effective about that type of advertising? That’s kind of what I was getting back to. The beauty here is they don’t have a marketing campaign with a capital M, meaning traditional stuff. Instead, they’re doing cultural branding. Cultural branding means you want your brand to naturally become part of the culture—in other words, placing the products into the audience where you want it to gain traction. The technique is you try to get people to use the product and talk about it with their friends. That’s not in the hands of the marketing team; that’s in the hands of the consumers. It’s much more powerful and credible, much more approachable. You want to become part of culture. When you become part of culture, then you might get into a movie with a scene where the characters are in a really cold climate. Hollywood wants brands that are hot because they convey a lot of meaning, and it keeps going. People who are fashion bloggers want the brand because it’s something that keeps going. It has authenticity; it’s not going to seem commercial, and it’s not pushing a product.
- 3. Why has Canada Goose decided to target the college market? I don’t know the answer to that without seeing their marketing plan. I could see young adults as a target; I don’t know if it’s just college. But you figure college students might have the ability to afford these things, and that it’s a good target audience, one that’s hip. They’re not targeting younger kids. Link: http://www.bu.edu/today/2015/the-success-behind-canada- goose/ Our targets Since Canada Goose uses word-of mouth mainly, we could spread the word by telling people we know, in addition,we could use the media to bring more attention to the topic so matters are spread faster. How Media plays an important Role · Spread the word and awareness · Post on social media, can be something simple like a status · Have a website (Tumblr) · Twitter account · Instagram account · Facebook group, or posting · Share with friends, send the message Our hope is to change the conversation around Canada Goose and have individuals realize exactly where their jackets are coming from and made of. THE ISSUE PART( FINAL) Canada Goose and the Use of Real Animal Products Is this our Canada? Canada Goose was founded in Toronto in the 1950s. In the turn of the millennium the company expanded to Winnipeg meet its demands. Currently at their Toronto global headquarters they employ approximately six per cent of the Canadian cut and sew
- 4. industry. In 2007 they created the Polar Bear International collection where the proceeds of the purchase of this PBI collection went to the conservation of Polar Bear Habitats. In addition, Canada Goose founded the Canada Goose Resource Center, established in the artic, aimed to provide sewing materials for Inuit sewers to continue the tradition of making their own clothing. Issue The issue of this social movement will address the use of animal products and the treatments of animals in the process of making Canada Goose jackets. Coyote fur, used as an accent, as well as down which composes the filling of the jackets are in question. Canada Goose says; “We do not use fake or faux fur because it simply does not protect as well as real fur. Faux fur is only a fashion statement and does not act in the same way that real fur does to protect the skin from frostbite. Fur trim around a hood works to disrupt airflow and create turbulent [warm] air, which protects the face from frostbite.” The justification of real fur claiming to be more efficient than faux alternatives is not justified. The coyote fur trim is in most cases removable, in effect, creating a ‘fashion statement’ rather than the claim to ‘disrupt airflow.’ Furthermore, Canada Goose claims to “only purchase fur from certified Canadian trappers, who live close to land and maintain traditions that have been passed down through generations.” Although these trappers follow the Agreement on International Humane Trapping Standards, there are still plenty of loopholes, which allow the inhumane treatment of trapping animals. For example the Canadian Federation of Humane Societies states; “killing traps should cause instant death but the Agreement permits some animals to struggle for up to five minutes- and
- 5. 20% are permitted to exceed that time,” furthermore “traps classified as inhumane can still be used while research is ongoing, which means their use can continue indefinitely.” Regarding the filling of jackets Canada Goose states; ““Feather Industries Canada Limited, our only supplier of down, has a longstanding corporate policy on never purchasing any duck or goose down or feather materials that have been harvested by live-plucking.” This simply means that any goose or duck feathers that are used to insulate the jackets were harvested when the animal was dead. This does not take away the harm that is done to these birds, rather just ensures that their feathers are plucked after the animal has been killed. Of important note is the fact that Canada Goose sold a majority stake of the company to a buyer in the United States in 2013. Canada Goose is no longer a Canadian company yet Canada’s wildlife is being manipulated for the profit of a now foreign company. The use of coyote fur alongside the down filling of duck and goose feathers is an issue that must be addressed. The humane treatment of animals for product is of the utmost importance. Moreover, the need for animals to be used as product altogether must be regarded as avoidable and uncivilized.
- 6. Work Cited Canada Goose. n.p. n.d. Web. January 16, 2016. Feather Industries. n.p. n.d. Web. January 16, 2016. Marlow, Iain, et al. “Canada Goose sells a majority stake- with a made-in-Canada guarantee.” The Globe and Mail. December 10, 2013. Web. January 16, 2016. ‘Trapping Standards.” Canadian Federation of Humane Societies. n.p. n.d. Web. January 16, 2016. THE ISSUE
- 19. any goose or duck feathers that are used to insulate the jackets were harvested when the animal was dead. This does not take The Issue(DRAFT): Canada Goose and the Use of Real Animal Products · Founded in Toronto in 1950’s · Expanded to Winnipeg in 2010, increasing demand · PBI- Polar Bear International Collection · 2007 · Every purchase has donation to Polar Bear International · The conservation of polar bear habitats · Canada goose resource center · 2009
- 20. · Centered in artic · Provide sewing materials for Inuit sewers to continue tradition of making their own clothing · Toronto global headquarters · 2014 · Employs ~6% Canadian sew industry This is a good company for Canada; they are a positive for the economy and participate in humanitarian and conservation work BUT Is this green washing? Is Canada Goose participating in some positive activities in order to shadow the negative effects that they participate in? Why are the gloves and mitts manufactured in China? Canada Goose on Fur · “We do not use fake or faux fur because it simply does not protect as well as real fur. Faux fur is only a fashion statement and does not act in the same way that real fur does to protect the skin from frostbite. Fur trim around a hood works to disrupt airflow and create turbulent (warm air), which protects the face from frostbite” · Why do we need real fur if it is mostly removable from the hood? · How is there not an alternative? · “We only purchase fur from certifies Canadian trappers, who live close to land and maintain traditions that have been passed down through generations.” · “…Canada is the world leader in humane trapping methods, providing the scientific basis for the Agreement on International Humane Trapping Standards (AIHTS), which establishes the required standards for approval and certification of animal trapping devices” · “The agreement requires that at least 80% of animal trapped in restraining devices not show signs of poor welfare, leaving room for 20% to suffer severe injury” (CFHS)
- 21. · “Killing traps should cause instant death but the Agreement permits some animals to struggle for up to five minutes- and 20% are permitted to exceed that time” (CFHS) · “Traps classified as inhumane can still be used while research is ongoing, which means their use can continue indefinitely” (CFHS) · “The standard for the time between trapping and loss of consciousness or death for killing traps has not been decreased as was originally intended” (CFHS) · “We have chosen to use real coyote fur because it is highly abundant. In fact, in many regions of North America, coyotes are considered a pest as they attack livestock, endangered prey species, pets and sometimes people” · This is natural, there is a natural prey relationship in the wild to keep an environmental balance · There is no way that Canada goose, roughly valued at 250 million is helping rather than hurting the population of coyotes · Coyotes have to be trapped in a certain way to maintain their fur for the use of re-sale, the animals captured and used for fashion have not been killed as a result of self- defense against a person, property or livestock · Canada Goose sold a majority stake in the company in 2013 · Why are Canadian resources being manipulated to serve the American economy · “Canada Goose is deeply committed to the preservation of our global environment and the human treatment of animals. We never purchase fur from fur farms, never use fur from endangered animals, and only purchase fur from certified Canadian trappers” · “The standards [in the AIHTS] apply to 12 Canadian wild terrestrial and semi-aquatic animals: beaver, muskrat, otter, weasel, marten, fisher, raccoon, badger, coyote, wolf, lynx and bobcat” (CFHS) · “Feather Industries Canada Limited, our only supplier of down, has a longstanding corporate policy on NEVER purchasing any duck or goose down or feather materials that
- 22. have been harvested by live-plucking” · 115 Glen Scarlett Road, Toronto · Support PBI, just like Canada Goose · “We buy directly from duck and goose farm in Canada, Europe, and Asia- wherever duck and geese are raised for their meat as all feather and down are a by-product of the poultry industry” (FEATHERIND) · This means that Canadian goose jackets could be filled with down from Asia · Asia is not signed on to the same agreement as North America or Europe · “All of the down insulation that Canada goose uses in its jackets comes as a by-product of the Canadian poultry industry. We do not use down from ducks or geese that are culled specifically for their down and there is no culture of live plucking in Canada” Overview · Canada Goose uses fur, yet the guidelines set by the province do not ensure fair treatment of the animals · Canada Goose uses a company to get its feather that procures these feathers from Asia, which is not included in the same animal welfare agreements as Europe and North America · Canada Goose is NOT a Canadian company anymore although its head office is in Toronto · Canada Goose believes faux fur is NOT a substitute for real fur although the real fur they are talking about is located around the hood and is often removable · Canada Goose participates in activities such as the PBI Collection and the Canada Goose Resource Center making it seem like an environmentally just company to consumers who many not be aware of the impacts · Green washing Sources