Is the Canadian goose down jacket of more than 10,000 yuan an IQ tax? It must be! Although the most expensive is nearly 20,000 yuan, Canada Goose was actually a civilian brand at the beginning of its establishment and had nothing to do with luxury goods. 1957 METROSPORTSWEAR, a small clothing workshop established in Toronto, is the predecessor of Canada Goose, but its original name has nothing to do with Canada Goose, and it doesn't even make down jackets. In the 1970s, the founder's son-in-law took over. He developed a machine that can automatically fill down, and opened the wealth code for making down jackets. But at that time, this machine only made their down jackets faster than others, and there was no data showing that their down jackets were better than others. Therefore, it is still tepid in the market and has no fame. Until 2000, this brand was suddenly pointed out by experts, which opened the second pulse of Ren Du. Sales and prices have skyrocketed, and now the whole world knows that the stars are the same, the rich are standard, and ordinary people dream of it! In fact, a famous saying can be used to sum up the growth of Canadian geese: "I only did three things and let the world spend tens of billions on me." Let's see what these three things are:

The first thing: first put on two thighs, and suddenly changed its name to "CanadaGoose" to firmly bind the brand and the country together. Of course, the deep meaning behind this is the involvement of state-level capital. With the help of capital, they immediately hugged the second thigh: let the Canadian border patrol and the Antarctic expedition put on the Canadian goose down jacket, and a series of advertising videos made of it were put around the world to convey to people that "even the Antarctic and Arctic expedition teams wear it, how warm you say!" Such a strong signal. At that time, the down jacket was just a piece of clothing, which intuitively established professionalism and left other down jackets far behind. It even gives people the illusion that there are only two kinds of down jackets in the world, one is Canadian goose and the other is others. But this is obviously not professional enough to impress rational male users, but fashion is the door for female consumers. So they began to go to the entertainment circle.

The second thing: ask the star to bring the goods. First, there is a series of publicity started by Hollywood professional film and television personnel who wear geese all the year round. The reason why we didn't choose a star at the beginning is because we still have to make a fuss about the elite, resulting in a take-all effect from social elites to celebrities. Remember who wore it in those days? From the boss of the fighting nation to the Korean drama Ouba, there is a person! You don't even have time to judge whether he is good or not. As long as you recognize that the logo printed on the cuff is synonymous with the same model of the star, it is a fashion item that countless people dream of! After gaining a firm foothold in the professional and fashion fields, his smooth start is the last step.

Step 3: Expensive price preempts cognition. I have to admit, going forward for five or six years, the price of down jacket of one year 1000 yuan is already the limit! The Canadian goose was born. I couldn't buy it in China at first, and the price was 10 thousand RMB! I was still at work that year, and whoever wore a little Canadian goose in the office would be the talk of everyone in those days. At this point, Canada Goose has successfully become a luxury. With the label effect, people wearing geese in the street are simply synonymous with wealth. But anyone who has made a brand knows that if you quickly occupy the market by crazy marketing, you will eventually be bitten back! Canada Goose broke out two negative news continuously: First, domestic and foreign double-label products are not refundable. Who is this disgusting! ? Just a week before this happened, I said that my filler was "Canadian goose down", but it turned out that most of it was duck down, and I was fined!

Summary: Most of the Canadian Goose you bought for 10,000 yuan is a brand premium, which pays for marketing. Of course, you can also say that luxury goods are not always like this now. But as far as the product quality, service and brand power of Canada Goose are concerned, it is still a few blocks away from the real luxury brand!