canada goose turns dressing rooms into freezers so customers can test out its $1,000 coats
Goose Holdings Canada Limited Want customers to know what the real cold feels like $1,000 coat from comfort. The company is adding cold rooms to some of its stores where shoppers can go down- 25 degrees Celsius (-13 Fahrenheit). A Montreal branch opened on Friday and is the fifth to include premium refrigerators, and Beijing will join later this year as the company launches its China expansion plan. \"People told me that trying on Canadian Goose jackets all the time was the first time they really felt the warmth in a cold climate,\" Ceo Dani Reiss told analysts this week . \". \"With our cold room, we created this moment even before they bought it. \"The room turned into a selfie magnet and some had carved ice cubes on the glass windows of the room. They are part of the Canada goose program and are increasingly selling directly to consumers after decades of reliance on wholesalers. Testing coats in subtropical areas like Hong Kong also helps the brand promote its authenticity in the new market, while adding lighter products to its range. \"The ability to experience the feel of a coat at a given temperature is a smart concept that goes beyond buzz,\" said Greg Potel, consultant a\'s lead partner. T. Colney\'s retail business \"They are removing a key barrier to consumer buying. Small retail network of Canadian geese- So far, there are 11 stores Portell says its high price makes the concept viable and it will be a challenge to scale up. The company used to use cold rooms at trade shows and tried them for the first time last year at a store in Tokyo. Followed by Mount short, New Jersey, Hong Kong and Boston. \"In Tokyo, people rarely go into small underground coal mines and they say \'Wow, it really works! Penny Brook, chief marketing officer, said. Most of it 61- A year of history in Toronto Companies based in the Far East sell practical winter equipment. Now it offers dozens of jackets that match the temperature range, divided into five categories. Its warmest model is 247. A coat designed for an Arctic expedition costs $1,550 in the United States. S. Almost sold out online. The customer was escorted to the room by staff who helped them pick the equipment. They can stay as long as they want and get extra fun from the windchill button. On a cold morning in November, in Montreal, the experience is not much different from walking outside, but visitors and deaths -- Hardcore fans who buy coats in the summer may prefer cold rooms in the sultry August. For Rachel Zhang and her boyfriend Guo, this is definitely a selling point, she took pictures of herself in a cold room in Montreal, a cold place --15 Celsius. They all bought the jacket, which was her second and his fourth. \"It\'s interesting,\" said Zhang, an AMontreal resident . \". \"It also reassured me. \"The cold rooms add to the unforgettable experience that retailers are constantly striving to provide brick for shoppersand-mortar stores — Athletica Inc. of lulululemon. Running clubs and yoga classes are offered to vitamin store companies Drink- Deborah Weinswig, chief executive of Core Research, a retail think tank, said. Canada Goose Brook sees this as an opportunity to strengthen brand-to-customer relationships. \"We really want to show them what we are made of,\" she said . \". \"This is the perfect way to do it.