Why Canada Goose Is So Expensive | So Expensive | Business Insider

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Canada Goose parkas have become synonymous with wealth, celebrity, and Hollywood, but the brand wasn’t always the luxury label it is today. What started out as a little-known manufacturer of utilitarian outerwear went through decades of transformation and three generations of leadership before becoming a status symbol. Since taking over as CEO in 2001, Dani Reiss has leveraged the brand’s reputation for quality to foster a cult following of folks who covet these coats. Here’s how Canada Goose went from making jackets for its competitors to selling parkas that cost more than some used cars. Editor's Note: At 1:17, we incorrectly show a picture of David Reiss when referring to Sam Tick. At 17:32, we say "this year" when the data comes from fiscal year 2024. 00:00 Intro 00:59 Metro Sportswear Ltd. 01:40 Rise of the Parka 04:32 Snow Goose and Antarctica 06:26 Enter Dani Reiss 07:48 Going Upmarket 09:12 Gifting 11:29 DTC and Made in Canada 14:36 Fur and Feathers 17:22 Stocks Down. What Now? 19:02 Future of Canada Goose ------------------------------------------------------ #canadagoose #luxury #businessinsider #soexpensive MORE SO EXPENSIVE VIDEOS: Why Everything At The Airport Is So Expensive https://youtu.be/TTCDLykCk5I Why Gold Is More Expensive Than Ever https://youtu.be/HB4tp1lgx6M Why Pantone Colors Are So Expensive https://youtu.be/xnpyTNK4U9U Business Insider tells you all you need to know about business, finance, tech, retail, and more. Visit our homepage for the top stories of the day: https://www.businessinsider.com Business Insider on Facebook: https://www.facebook.com/businessinsider Business Insider on Instagram: https://www.instagram.com/businessinsider Business Insider on Twitter: https://www.twitter.com/businessinsider Business Insider on Snapchat: https://www.snapchat.com/discover/Business_Insider/5319643143 Business Insider on TikTok: https://www.tiktok.com/@businessinsider How Canada Goose Went From Polar Necessity To High-Fashion Luxury | So Expensive | Business Insider