Canada Goose Innovates Cold Dressing Rooms
Source：Bloomberg
From：Taiwan Trade Center Chicago
Update Time：2019/01/22
Luxury outerwear company Canada Goose is introducing frigid dressing rooms where shoppers in their stores can test parkas in temperatures as low as -25 degrees Celsius. Five Canada Goose stores currently feature these cold dressing rooms, with another dressing room planned to be introduced in Beijing as Canada Goose expands in China. Cold dressing rooms where designed to illustrate to customers that the company’s coats are able to keep them warm in severely cold conditions in ways customers have not yet experienced. The ability to do this is especially important for Canada Goose stores in subtropical locations such as Hong Kong, where cold rooms can prove the brand is authentic artic gear rather than a mere luxury status symbol. In the past the company utilized cold chambers for trade shows, it only introduced the concept as a dressing room in Tokyo in 2017. Canada Goose’s small retail network (only 11 stores) and the high prices of its products makes such a high concept dressing room financially feasible in ways that would not be possible for other brands. The cold room also allows the brand to offer a unique and memorable experience to customers in an age wear brands struggle to attract customers to brick and mortar locations. Finally it allows Canada Goose to build relationships with customer’s vital to the long term success of luxury brands.
Source ： https://www.bloomberg.com/news/articles/2018-11-17/canada-goose-is-turning-the-dressing-room-into-a-freezer?srnd=checkout