Take a step out of the mall, and into “The Journey.” CourtReagan sits down with Canada Goose CEO Dani Reiss inside the luxury retailer’s new experiential store.
Instead, the coatmaker wants consumers to have a multisensory experience to feel why the outerwear is worth the price-tag, which can top $1,000. It's called "The Journey."
Although located in the CF Sherway Gardens Mall, the Canada Goose store has no inventory for shoppers to take home. Instead, the coatmaker wants consumers to have a multisensory experience to feel why the outerwear is worth the price tag, which can top $1,000. It's called "The Journey."The entrance to the concept store is called "The Crevasse." There are OLED panels under glass flooring that simulate cracking ice as consumers walk forward.
Consumers at Canada Goose's concept store get to experience its outwear in the temperature range for which it's best suited.When consumers enter the room, it's dark and cold, 10 degrees Fahrenheit . The walls are projection screens with original films about the cold and nature, narrated by Lance Mackey, an Iditarod champion, and Sarain Fox, an artist and indigenous activist from the Anishinaabe nation.
In its fiscal second quarter ended Sept. 29, revenue from its retail operations grew 47%, while revenue from its wholesale business, or sales of its brand through other retail partners, grew 22%. Profit was also stronger than expected.
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