Last Updated: August 23, 2023
Why Is Canada Goose So Expensive? (Top 10 Reasons)
Canada Goose is a popular outerwear brand known for some of the warmest winter jackets. They’re also very expensive and many items in their product range have four-digit price tags. Why that is, whether their jackets are really worth thousands of dollars, and all the other factors that impact the brand’s pricing are explained in this detailed guide!
It’s no secret that luxury brands are outrageously expensive, but with so many of them, the bulk of that price is because of the logo on the item. There aren’t that many brands left that can actually justify the high prices with quality, craftsmanship, and durability.
So, is this company just another one that slaps its logo on items and sells them for a lot of money, or are Canada Goose jackets worth the asking price? Keep reading to find out the answer!
Table Of Contents
Show All
Use of High-Quality Materials
One of the driving factors behind Canada Goose’s high prices is the quality of materials used. This brand sources materials of the highest quality for its products and such materials are very expensive to begin with.
This includes genuine fur, which is one of the most expensive materials. For years, Canada Goose used coyote fur on the trims of their jackets, and it is worth noting that the company is slowly shifting towards imitation furs, as is becoming the standard in the fashion and apparel industry.
Canada Goose coats are insulated with goose and duck down of high fill power, which is generally more expensive than low fill power down. High fill power down has better-insulating properties and is suited for extreme weather conditions, which is the main selling point for the expensive Canada Goose jackets.
Down used in CG products is high-quality Canadian Hutterite down sourced from Canadian Hutterite farmers known for their ethical approach to farming.
But it’s not just about the type of insulation. It’s also about the quality of the hardware (zippers, buttons, etc.) and the materials used for the outer layer of the products. This brand has recently shifted to using as many recycled materials as possible, which are harder and more expensive to source.
On top of that, Canada Goose products often feature additional treatments that improve the durability and performance of their items.
Investment in Research & Development
Over the decades, Canada Goose has developed quite a few proprietary fabrics and materials to use in the manufacturing process. Creating these materials takes a lot of research and development, and R & D is a pricey process.
Countless combinations of fibers are tested, the vast majority and thrown out, and only the best-performing final products are kept. There’s also research of properties, sourcing of materials, and a lot of testing before the final product can be used to manufacture a garment.
Research and development take time, money, and it’s a lot of work. This is one of a few brands that invest a good chunk of their earnings into R & D, but the payoff is the ability to price the products higher.
Exceptional Craftsmanship
Exceptional craftsmanship paired with the highest quality materials are the main reasons why you won’t regret spending your money on a Canada Goose winter coat. Their jackets are manufactured in factories in Canada by skilled workers who have decades of experience on the job. There’s also rigorous quality control in Canada Goose items, and imperfect products will never make it to the stores.
If you have a CG item at home, or if you’re able to check out one in person at a store, do it and you’ll see what I’m talking about. Just feel the jacket and you can feel the quality of the material.
You’ll also see that the seams are as close to perfect as possible – there’s no fraying, no loose thread, and no mismatching. Every single detail must be on point, and everything is inspected multiple times before it is shipped to customers and stores.
Sustainability & Ethical Sourcing
Canda Goose prides itself on having rigorous rules of conduct for all of its suppliers. The brand claims that every single material used in the manufacturing of its products is ethically sourced and that it only works with suppliers who are happy to adhere to its rigorous standards.
Also, this is a company that manufactures durable and long-lasting products, as opposed to designing items for just one season. Canada Goose products are more frequently manufactured with recycled materials, and the company has even started to produce its own fabrics and materials made from more sustainable source materials.
Perhaps the most important step they’ve taken towards better sustainability is the switch to imitation furs instead of genuine furs, and I personally applaud them for that.
Brand Image & Reputation
Canada Goose has a reputation for making the warmest jackets money can buy, and it’s been that way for decades. As time goes by, their reputation only grows. The brand is estimated to be worth two billion dollars, and they spend shockingly little on advertising and celebrity endorsements.
That’s because they want their products to speak for themselves, and consider the quality and performance of their items to be the best advertisement.
You can spot the occasional Canada Goose coat on a celebrity every now and then, but it’s never in a paid ad. It’s usually in paparazzi photos when they’re just going about their days. You can also spot these jackets on people who live in very cold climates, and they’re essential gear for scientists and researchers on expeditions in Antarctica.
What’s even more interesting is that Canada Goose never wanted to be a fashion brand. They are a luxury brand of clothing, but they don’t consider themselves a fashion brand, in the sense that they don’t want to manufacture products that are too intricate or just for the purpose of being stylish.
This company has always prioritized performance and material quality over design instead of following trends. This is also why a Canada Goose parka will never go out of style and you’ll be able to wear it for years to come.
Limited Production
Unlike many other apparel brands, Canada Goose manufactures their products in limited quantities. They’ll estimate the demand for a certain item and then manufacture just enough products so that they can sell everything at full price, instead of having to offer sales and discounts to purge their excess stock.
There are many reasons for this, starting with the fact that a sold-out collection helps them preserve the status of a luxury brand. The practice also has to do with their sustainable efforts; by producing smaller quantities they’re reducing their carbon footprint and overall impact on the environment.
Marketing & Advertising Costs
This company doesn’t really have a famous face of the company, but they do spend quite a bit of money to have their products advertised in movies. Canada Goose has also supplied filming crews for the last 2-3 decades, and many famous actors have later worn their products simply because they really enjoyed wearing them on set.
Canada Goose uses the most effective and organic marketing strategy of all time – word of mouth. The brand started off by supplying workers and crews in the world’s coldest climates, most notably those at the South Pole Station.
That’s also how they slowly got intertwined with the film industry; any filmmakers who wanted to shoot films about researchers in Antarctica and be as precise as possible would feature the Canada Goose winter jackets because that’s what the actual scientists wore.
Celebrity Endorsements
Canada Goose is one of the few fashion brands that doesn’t have the famous face of their company. They don’t actually sponsor celebrities to wear their products, but they do hand out their jackets for free at film festivals.
Also, they often sponsor film crews who are shooting in cold climates, and the company will just give out free jackets to everyone on set. This has proven to be a brilliant marketing strategy because many of those people will continue to wear the jackets off-set, and the company didn’t even have to pay them anything.
One of the best examples of Canada Goose’s marketing tactics was a Kate Upton Sports Illustrated cover. The famous model was the cover girl for the magazine’s iconic swimsuit issue, and the shooting took place in Antarctica. The model posed in a swimsuit and a Canada Goose coat, even though the company did not ask or pay for the ad.
Lifetime Guarantee
One of the key reasons why people are not that hesitant to spend north of a thousand dollars on a Canda Goose coat is their lifetime guarantee. This is one of a few brands that manufactured products for life and not for a single season, and they back all their products with a lifetime guarantee.
To be perfectly clear, the guarantee is valid during the lifetime of the product and not the owner. The warranty covers any manufacturing defects and faults that are a result of imperfect construction. It doesn’t cover any damage that is a byproduct of misuse, normal wear and tear, and improper care of the garments, but the company does offer reasonably priced repairs for such garments.
Products are “made in Canada”
The majority of Canada Goose products are manufactured in Canada, so the production costs are obviously higher than those of brands that exclusively manufacture products in factories in Southeast Asia.
It’s important to note that not every single product is manufactured in Canada. The brand manufactures gloves in China and knits in Italy and Romania, due to the unavailability of high-quality manufacturers of those items in Canada.
Canada Goose also swears that they monitor the practices and working conditions of all their partners, to ensure that they adhere to the same rigorous standards they’ve set for themselves.
Frequently Asked Questions
Why is Canada Goose so popular?
Canada Goose is so popular because their products are really that good. They’ve had the reputation of making the warmest jackets money can buy for decades.
Is Canada Goose considered a luxury brand?
Yes, Canada Goose is considered a luxury brand because of the premium quality and high prices of their products. They do not consider themselves a fashion brand though, and always prioritize function over form when designing their products.
Is it worth investing in Canada Goose jackets?
If you live in an area with a rough and cold climate it’s worth it to invest in a Canada Goose jacket. You will be able to wear it for years if not decades, and it will be the warmest jacket you’ve ever owned.
Which country is the cheapest to buy Canada Goose products?
Canada Goose products are designed, manufactured, and stored in Canada, so naturally the products are the cheapest there. You can buy Canada Goose cheaper in the motherland than in Europe or the United States, but it’s important to keep in mind that the products are still far from cheap.
RELATED POSTS:
About the Author Anna Timbrook
Anna is the co-owner of expert world travel and can't wait to share her travel experience with the world. With over 54 countries under her belt she has a lot to write about! Including those insane encounters with black bears in Canada.
