Canada Goose Distribution Channel - Warwick - Essay

433 words - 2 pages

Next, the marketing mix of Canada Goose in China will be introduced. Canada Goose entered the Chinese market with heavyweight jackets and hybrid product range. Especially, the jackets feature a removable hood along with a slim cut in order to fit the bodies of both men and women, and the length of jackets coming into Chinese market are increased by 2 inches. Additionally, the red colour, which is the symbol of luck and good fortune in China, is used more to adapt the Chinese market except conventional colours like black and grey. All jackets are made in Canada and based on the western quality standards. Lifetime warranty is also a commitment to make Chinese trust the brand.
Comparing with the price in Canada, the price is premium and relatively high in China due to tax, tariff and carrying cost.
About the place, Canada goose chose Beijing and Hongkong as locations of independent flagship stores because they are densely populated, economic development and in the spotlight. Besides, the company has also come up with its office in Shanghai, which indicate that Canada Goose is looking forward to putting into its growth and development in the Chinese market. Meanwhile, this decision has also contributed to the confidence of Chinese customers. In terms of online, the official online store is on Tmall, which is a platform selling brands name goods and operated by Alibaba. W...

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Canada Goose Distribution Channel - Warwick - Essay

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