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Canada Goose SWOT & PESTLE Analysis

ID : 52797453| Oct 2020| 12 pages

COMPANY PROFILE -Canada Goose

Business Sector :Winter Apparel and Retail

Operating Geography :Canada, North America, Global

About Canada Goose :

Canada Goose Holdings, Inc. is a Canadian holding company of winter clothing manufacturers. The company was founded in 1957 by Sam Tick. It is headquartered in Ontario, Canada. It markets a wide range of jackets, parkas, vests, hats, gloves and shells and other apparel through various avenues, both wholesale and direct to customer. Through its wholesale segment, the company sells to retail partners and distributors across countries. The company’s direct to customer segment comprises of sales through its e-commerce sites and retail stores. It has around 1,000 employees as of early 2020. The company has used Hollywood to promote its products. The jackets have been worn in several films, starting with The Day After Tomorrow. In January 2019, Canada Goose unveiled a new collection called Project Atigi. This collection features the designs of traditional parkas from Inuit designers. In January 2020, it launched the second iteration of Project Atigi
Canada Goose Holding’s mission statement reads, “We’ve kept 100% of our production at home in Canada because we are committed to outstanding craftsmanship. We believe it’s critical to the integrity of Canada Goose and the quality of our products. We believe that no one can do it better.” Its vision is, “To free people from the cold and creating an immersive culture of great values — entrepreneurship, accountability, passion, respect and innovation. Its USP lies in its momentous growth from a small warehouse in Toronto into one of the world's leading makers of luxury apparel with over six decades of experience and expertise in this field.

Canada Goose Revenue :


$830.5 CAD millions – FY ending 31st March 2019
$591.2 CAD millions – FY ending 31st March 2018

Competitive Analysis of Canada Goose

SWOT
PESTLE
The SWOT analysis of Canada Goose is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Widely recognized in film and entertainment industry
2. Expansion through multichannel distribution
3. Authentic and strong brand recognition
4. Legendary workmanship with strong focus on quality
5. Good performance in developing major international markets
6. Continued leadership and innovation in parkas and lightweight-down jackets
1. Concentrated on a single category i.e. premium outerwear
2. Reliance on small number of suppliers for raw materials
OpportunitiesThreats
1. Pursuing growth across global markets with strong potential in China
2. Enhancing product offering by giving customers new ways to experience the brand
3. Driving higher global penetration through DTC rollout
1. Increasing counterfeit products would damage the brand reputation
2. Highly competitive market
3. Global climate change trends
4. Increase in trade tensions with China
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Detailed SWOT Analysis of Canada Goose

Strength

1. Widely recognized in film and entertainment industry: Canada Goose has been in strong partnerships with the film and entertainment industry for more than 20 years. It has been used as the outfits of cast and crew both on and off the camera. It is best known as the unofficial jacket of film crews anywhere when they need to shoot in cold. The film crews need gear that would keep them warm during those shoots and have always gone for Canada Goose for its excellent functionality and warmth that it provides. It has been spotted in many movies like Spectre, Manchester by the Sea, Maggie’s Plan, X-Men 2, Money Monster etc. Not just this, Canada Goose is also an official sponsor of many film festivals around the world like BUSAN International Film Festival, tiff etc. It keeps a strong focus on rising talent and independent filmmakers. Many Hollywood celebrities are also seen sporting Canada Goose outfits not just because of its exclusive style but also because of the fact that Canada Goose does its work right by focusing on being the best resource available. This also helps in hiking brand recognition and pumping up its popularity quotient.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

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Threats

1. Increasing counterfeit products would damage the brand reputation:The success of Canada goose has led to its products being duplicated by counterfeits. It has been very frequent and use of such products could eventually lead to negative brand image of the company. Fake products are seized regularly during global border crossings at customs office and are also found in websites and illegal online auctions as well as in flea markets around the world. Counterfeiting has been found dangerous in the analysis of the company who claims that these fake products use feather mulch or fillers which are coated in bacteria, fungus or mildew and pose significant health risk to consumers. Canada Goose in its web page has a certain feature to check if the website is authorized or not. This has been a correct measure to protect the customers from buying fake products from retailers who allegedly claim to sell genuine products. It also shows some differences that customers can spot between an original and fake product so as to distinguish and identify the original from its copy.

The remaining section of “Threats” is available only in the 'Complete Report' on purchase.

Major Competitors :

  • The North Face
  • Moncler
  • Motorfist
  • Columbia Sportswear
  • Spyder Active Sports

Major Brands :

  • Canada Goose
SWOT & PESTLE (combined)
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Check Out Analysis of Other Relevant Companies

TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
References used in Canada Goose Analysis Report

1. Annual Report for the fiscal year ended March 31, 2019 – https://www.sec.gov/Archives/edgar/data/1690511/000169051119000011/cg-20fxfy19.htm
2. SUSTAI NABILIT Y REPORT 2019 - https://s21.q4cdn.com/699882010/files/doc_downloads/sustainability/2019-Sustainability-Report.pdf
3. PETA takes City of Toronto to court over removal of anti-Canada Goose ads - https://globalnews.ca/news/6033545/peta-toronto-canada-goose-ads/
4. New Canada Goose Store Uses Digital (And Serious AC) To Drive Experience, Aspiration – https://www.sixteen-nine.net/2020/01/15/new-canada-goose-store-uses-digital-and-serious-ac-to-drive-experience-aspiration/
5. Are Canada Goose Jackets inhumane? The Controversy Explained – https://www.newsweek.com/are-canada-goose-jackets-unethical-controversy-explained-1329557
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Canada Goose SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2020). Canada Goose SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/canada-goose/ [Accessed 02 Dec, 2020].

In-text: (SWOT & PESTLE.com, 2020)

Copyrights and Disclaimer

Canada Goose SWOT & PESTLE analysis has been conducted by Sushree Lasyamayee and reviewed by senior analysts from Barakaat Consulting.

Copyright of Canada Goose SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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Canada Goose SWOT & PESTLE Analysis
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