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.