In September, luxury coat company Canada Goose opened its fourth store in Short Hills, New Jersey, USA. The store is packed with the company’s expensive and ubiquitous winter jackets. However, this new Canada Goose store also has a “cold room” where shoppers can try fur coats at temperatures as low as 13 degrees Fahrenheit moncler jacket sale mens.
These in-store freezers, also appearing in the brand’s stores in Tokyo, Hong Kong, Beijing, Boston and Montreal, are a head start. You do n’t actually need to stand in the refrigerator to decide whether the Canada Goose coat is warm; the fact that coats are ubiquitous today may be self-evident. But they also proved it there.
“We have stores in cities like Vancouver and Tokyo, where it rarely snows or falls below 0 degrees Celsius, but people want the best stores,” Canada Goose CEO Dani Reiss told me. “Ten years ago, the coat was purely a commodity, something you didn’t need to wear-this is not a fashion statement. Today, the coat has become a part of people’s wardrobe, and they look forward to wearing it.”
For ordinary urban residents today, buying winter clothing developed for the coldest places on the planet has become very common. They not only wear Canada Goose coats on slopes or when climbing mountains. People also wear them in local coffee shops on the subway.
Super warm clothing can always be bought, but it is usually sold by traditional outdoor companies such as North Face, Patagonia, REI, Columbia and Eddie Bauer. This jacket is also usually purchased by outdoor enthusiasts or worn during skiing every year. However, today, thermal technology has become mainstream. The Moncler parka was originally built for skiers in the French Alps and is a must-have for wealthy winter shoppers.
You wo n’t think you need a coat for Antarctica, New Jersey. But the Midwestern United States is being attacked by polar vortices, where temperatures have dropped to as low as minus 50, while Britain is preparing for the coldest winter in history. Cold weather is expected to become more extreme, so shoppers are adapting.
Even in places such as San Francisco and the Bay Area where the temperature does not fall below 60 degrees, no matter what the function of winter clothing or the state of communication, shoppers want the best results.
With the popularity of extremely warm clothing, competition has become increasingly fierce. Now, the brand is in a battle against products competing for customers. When it comes to temperature, how much will the temperature of these products drop?
Blame it on smartphones, but shoppers today expect their products to do everything. This means that they are not just buying winter clothing for cold protection. They want to stay warm in all situations … For example, like in those Canada Goose stores, you can hang out in the refrigerator at will.
“Today’s consumers expect their clothing to have technical attributes, which means that winter clothing should be able to work in extreme climates,” Edward Herzman, founder and president of the trade publication Sourcing Journal Hertzman). “For T-shirts, being able to absorb sweat, protect against UV rays or have a cooling or moisturizing function is no longer a crazy idea. This technology already exists and people are looking forward to it. The company is just responding to consumer expectations.
The rise of annoying winter clothing is also related to global warming and the ensuing severe winter: “Clothes are becoming more extreme because the weather is more extreme,” Herzman said. “In New York City, one day may be 60 degrees, and the next day it will be negative 6. So, you need to be prepared for anything.”