Hasta La Creative!

Dani Reiss, who runs Canada Goose Holdings Inc., used to be so anti-logo that he would cut the little crocodiles off his Lacoste shirts. Today, a prominent North Pole crest is emblazoned on the shoulder of each parka his company makes, enhancing their cachet with consumers as Amazon.com Inc.’s shadow looms large over the traditional retail landscape.

“I didn’t like brands, which is very ironic I realize given our large logo,” Reiss said in an interview from Canada Goose’s Toronto head office. “What I learned when I started working here was that the stories behind these products were phenomenal, the reputation we had built was phenomenal, anybody who knew about it really liked itbut nobody knew about it.”

Canada Goose turns 60 this year, but as a hot consumer brand it’s a relative youngster. After selling through wholesalers for most of its history, it’s only just beginning to roll out its direct-to-consumer strategy. The company is doing this in the midst of a growing threat from Amazon and declining mall traffic, giving it the ability to tailor its approach to the changing retail reality. Its strategy: rapid growth of e-commerce bolstered by a few flagship stores that Reiss says will help close the 15-point profit margin gap with its luxury peers.

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