Why Canada Goose Is So Expensive | So Expensive | Business Insider

Canada Goose parkas have become synonymous with wealth, celebrity, and Hollywood, but the brand wasn’t always the luxury label it is today. What started out as a little-known manufacturer of utilitarian outerwear went through decades of transformation and three generations of leadership before becoming a status symbol. Since taking over as CEO in 2001, Dani Reiss has leveraged the brand’s reputation for quality to foster a cult following of folks who covet these coats. Here’s how Canada Goose went from making jackets for its competitors to selling parkas that cost more than some used cars.

Editor's Note: At 1:17, we incorrectly show a picture of David Reiss when referring to Sam Tick. At 17:32, we say "this year" when the data comes from fiscal year 2024.

00:00 Intro
00:59 Metro Sportswear Ltd.
01:40 Rise of the Parka
04:32 Snow Goose and Antarctica
06:26 Enter Dani Reiss
07:48 Going Upmarket
09:12 Gifting
11:29 DTC and Made in Canada
14:36 Fur and Feathers
17:22 Stocks Down. What Now?
19:02 Future of Canada Goose

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#canadagoose #luxury #businessinsider #soexpensive

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How Canada Goose Went From Polar Necessity To High-Fashion Luxury | So Expensive | Business Insider