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    Crisis Communication Lessons From The Federal Government Shutdown 

    The Hidden Risk of Getting Paid in Stock Options 

    The Newest Face of Long-Term Unemployment? The College Educated. 

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    Will Nursing Robots Save Healthcare – or Hollow It Out?

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    3 Ways Boston University’s Online MBA Is A Disruptor In Business Education

    Intel And U.S. Government Investments In American Companies 

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    Navigating Internet Privacy: Unpacking Cookies, Dark Patterns, and Future Data Protection Challenges (2)

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Is Business Broken? Season 2 out now! 

    Is Business Broken? Season 2 out now! 

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Redefining Retirement: Navigating Emotional and Social Transitions with Insightful Strategies

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Real Estate Ripples from a Landmark Settlement

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    The Hidden Wisdom of Cultural Pushback

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    The Newest Face of Long-Term Unemployment? The College Educated. 

    3 Ways Boston University’s Online MBA Is A Disruptor In Business Education

    Intel And U.S. Government Investments In American Companies 

    Does anyone go to prison for federal mortgage fraud? Not many, the numbers suggest

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    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

    How Retailers Can Capitalize on the “Refund Effect”

    Leading Global Teams Effectively 

    How Retailers Can Capitalize on the “Refund Effect”

    Research: When Prototypes Don’t Yield Useful Insights 

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

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[Courier Magazine] Story of a Brand: Canada Goose

Susan FournierfeaturingSusan Fournier
January 4, 2022 - Updated On November 13, 2023
in Media Mention
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January 4, 2022

Courier recently published insight featuring Susan Fournier, Professor & Dean of Questrom School of Business, discussing the brand history of winter clothing manufacturer Canada Goose.

The article highlights the transformation the brand has undergone over the last six decades – from originally producing woolen vests and snowmobile suits to now marketing to a more urban customer base. The brand faced much controversy in 2006, with its use of coyote fur being targeted by PETA. Although protestors took a stance in trying to end the brand, Canada Goose saw growing numbers in revenue and built a strong online business to focus on direct-to-consumer sales.

“Brands are these co-creations now. You have to be open and listening all the time, so that the brand can evolve with the culture and have that longevity.”

Susan Fournier
Allen Questrom Professor & Dean

In Spring of 2020, the brand released its first-ever sustainability report stating it would use only reclaimed fur from 2022, which led other luxury brands to do the same. Research has shown that this shift towards sustainable clothing has become more popular in consumer buying behavior. It is evident that consumers buy from brands that reflect their values, Susan speaks to this by pointing out the need for companies to shift the way they respond to change in order to keep up with the competitive market. She concludes by focusing on the need for brands to recognize their consumers’ preferences and shift to their buying habits.

Tags: Susan Fournier
Susan Fournier

Susan Fournier

Susan Fournier is the Allen Questrom Professor of Management & Dean of the Questrom School of Business. Susan is a leading researcher and international voice in the field of branding and consumer behavior. She is credited with pioneering the brand relationships sub-field in marketing – a thriving subject that explores the connections consumers form with branded products, services, and organizations.

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