2. Goorin Bros
BACKGROUND
• Started by Cassel Goorin in 1895
• Hand crafted hats in every shape, style, and size
• Currently owned by Cassel’s grandson
• Based in San Francisco
• 26 Locations throughout North America
• Toronto Location opened in May of 2012
– 320 Queen St West
3. ISSUES AND INSIGHTS
The type of hats that Goorin Bros is manufacturing and selling
make a distinct statement about who you are and people largely
don’t have the confidence to pull off a hat like this or even attempt
to.
However, there’s a sizable market that’s interested in these type of
. hats, and want to where them.
There’s a new store on Queen West in Toronto, however Goorin
Bros has an online store, and we want to bring the in-store
experience to people outside of Toronto, to vastly increase their
market.
Position Goorin as hat experts. No brand posses this unique
essence.
Target: 23-40 year olds, very urban. 75/25 male skew.
Social, Creative, Outgoing, Stylish, and Self Expressive.
34. Tourism Toronto Issues and Insights
Toronto has a severely negative reputation in the rest of Canada. This stems from the older
generation but has absolutely been passed down to their kids.
This sort of stems from jealousy. Toronto gets significantly more time in the “global spotlight”
then the rest of Canada, which gets little to none (unless the Olympics are in town)
The reputation Toronto has is outdated. The Toronto of 2012 isn’t the Toronto of the 1990’s.
It’s not even the Toronto of 2008. In the last few years Toronto has stepped up it’s game in so
many interesting ways, that especially cater to a younger demographic.
Target: 20-35 year olds, in other urban areas across Canada. Interested in alternative
culture, traveling, interesting stories to tell their friends, and are very social. Even gender
split.
