Now we have 200 styles, getting into new categories slowly, carefully, making sure we have not diluted ourselves and are staying pure,” he says. “I started working here before we were a consumer brand, and we only had 20 styles.
Instead of spreading out what “Canada Goose” meant, Reiss made sure that the company made that definition more specific, more special, and ultimately more clear.
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It opened up a series of very chic stores. Instead, Canada Goose locked in its relationship with Hollywood. That’s a way to dilute a brand, not grow it.”
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A lot of companies get to a certain size and sign 25 license deals that’s how they grow their brand. We don’t have any license deals that we’ve signed. “We’re not a company that just puts logos on products. “We’re very disciplined in how we choose our real estate,” he says. The brand has exploded under Reiss’ leadership, but not in the way that brands normally do. But it was up to Reiss, when he took over, to attract a whole new range of customers. People put on a Canada Goose coat, and that creates emotions.” That’s also what makes a return customer. “Canada Goose is an emotional brand and I think consumers relate to it on an emotional level, especially because warmth and protection from the elements are emotional experiences. “Being a brand means having a reputation,” Reiss explains. The standard that the brand has held to since the beginning remains intact, and that’s the whole game. But the product today has the same core as the beginning, there’s just (much) more variety. In 1957, the brand was launched under a different name (Metro Sportswear, which later became Snow Goose, which finally became Canada Goose in the late ‘90s thanks to a European competitor also called “Snow Goose”), manufacturing products for other brands and offering its jackets to a very narrow customer base. It’s a massive achievement-not just because so few fashion companies make it this far, but also because where Canada Goose is today looks almost nothing like where it started. Now, 17 years later, Canada Goose is 61 years old. But by that point he was the leader that Canada Goose needed. I guess I was interviewing myself for the job for the first year without even realizing it.” In 2001-four years into his time at the brand, and at the ripe old age of 27-Reiss took over the position of CEO from his father. “A few months turned into six months, turned into a year, and I ended up staying.
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