Traveling is important, and I do some of my best thinking when

Why Canada Goose CEO Dani Reiss is King of the North

Canada Goose online Words by Lance ChungPhotography by Janick LaurentFor many brands, achieving ubiquitous status can be the holy grail of corporate success. But managed improperly, as so many have done, canada goose outlet store quebec and that can quickly turn into the kiss of death. It’s something that we’ve seen time and again for canada goose jacket outlet store those ill equipped to handle canada goose outlet uk success. So the question begs, how does a brand, in the face of skyrocketing success, maintain its integrity and still grow at a pace for which the market demands? Canada Goose online

buy canada goose jacket cheap If anyone can answer this question , it’s Canada Goose CEO Dani Reiss. Reiss has managed to build a global company and place equity back into “Canada” as a brand, all in the matter of a relatively short amount of time. His story from aspiring novelist to retail titan is a fascinating one filled with many lessons that any entrepreneur and businessman can learn from. buy canada goose jacket cheap

canadian goose jacket You didn’t take the traditional path into business, passing on the usual top schools for an alternative high school and Arts degree. canada goose outlet nyc How much did this path shape you as a businessperson? canadian goose jacket

canada goose store I think it did so in every possible way. I don’t think anything I ever chose to do was conventional, and I don’t think anything Canada Goose ended up doing was conventional to get to where we are. Going to an alternative high school, traveling and writing short stories, I think all of that and the tendency to do things differently was what ultimately canada goose outlet london shaped Canada Goose. In the absence of them, we wouldn’t be where we are at all. canada goose store

Canada Goose Parka I came into the company being a brand skeptic. I didn’t love wearing brands growing up and thought of them more as advertising. I didn’t get it. What I learned when I came into Canada Goose was what a brand was. I heard stories about people using our products and came to realize that we had something really amazing. And also, how important it was that they were made in Canada. Brands are canada goose outlet online everywhere. They’re almost a commodity, which is really the antithesis of what a brand is supposed to be. I thought that if we could be one that stood out, people would automatically know canada goose outlet black friday sale who we were. Canada Goose Parka

When you were younger, you and your friends ran a business out of your parent’s basement. Was it something for you guys to pass the time, or were you looking more for an entrepreneurial outlet?

There was certainly an intention behind it. Honestly, I had got back from traveling Europe for a year, which I did living out of a car, and needed to find a way to move out of my parent’s basement. So, we started a sports statistic company. We advertised in magazines and people called us on our big cell phones to sign up. As we got more sophisticated, we provided statistics to newspapers for their daily polls and some guys in the States with NCAA stats. In the end, I was able to move out, which was my primary motivation.

canada goose clearance Did that serve as a catalyst for your entrepreneurial drive? canada goose clearance

I think in hindsight, it speaks to a competency or skill set that I have. Looking canada goose outlet vancouver back, I can certainly see entrepreneurial beginnings and the way we went about doing things. It really wasn’t that different from the early days at Canada Goose, and I think it’s just something that is a part of my personality.

Canada Goose Outlet Did not attending business school offer you a unique perspective in building your business into what it is today? Canada Goose Outlet

Absolutely canada goose outlet , one hundred percent. I think context and perspective are everything, canada goose outlet phone number and I got to see a lot of that. Approaching Canada Goose canada goose outlet houston at the time as a brand skeptic and then learning about what was important to people was invaluable. At canada goose outlet belgium the end of the day, the canada goose outlet website legit consumer owns your brand because it lives in the canada goose womens outlet public domain. Very early on, I walked into stores asking if they wanted to buy my stuff, and they said no. That was the traditional model, and it didn’t work. So, when I started working, we decided to create the demand with the people on the street. If they wanted it they would go to the store and ask for it, and then the stores would end up buying.

Staying in Canada was also something we wondered about. Most people who came out of an MBA program back then would have said, ‘No, you can’t make it here. Everybody’s leaving. You have to canada goose outlet ontario make it offshore.’ But we wouldn’t be here if we canada goose outlet canada had done that. By staying “Made in Canada”, it changed everything. How has traveling helped you in your business?

Canada Goose Jackets I still like to travel. Traveling is important, and I do some of my best thinking when I travel. When I first got involved in this company, I thought I had to get out there to meet everybody. I was at the tradeshows and would go and see everyone. It was probably a little self serving because I did like to travel so much, but that got me out there, which I loved. It comes back to context and perspective. You see what others do through their eyes. Do that enough and you’ll eventually see a whole different picture. Canada Goose Jackets

canada goose coats To a certain extent, the idea of traveling canada goose outlet mall and exploration is built into the Canada Goose brand, as well. canada goose coats

Canada Goose sale The core of Canada Goose’s ethos is one of adventure and new experiences. Traveling is inherently a part of that. I don’t think the Canada Goose lifestyle is to be complacent. We have Goose People that are brand ambassadors, and they all aspire to live larger than themselves. Travel and exploration are inherent in our brand. Canada Goose sale


Before you took on the role of CEO, what kind of jobs did you do canada goose outlet location in the company? What were the takeaways from those experiences?

canada goose I used to work there during the summers when I was in high school. I worked at the reception desk, typed up letters for people, worked in the shipping department, assisted in the cleaning department and was also a janitor. I worked everywhere. The only canada goose outlet black friday thing I never did was use a sewing machine, which required a skill set that I didn’t have. canada goose

canada goose coats on sale How important is it to get hands on experience in all facets of the company as a CEO? canada goose coats on sale

cheap Canada Goose I think it is very important from a process point of view so you understand it. But I think it’s even more important from a lack of arrogance point of view. Everyone should be willing to do anything. In the early days, we would do inventory counts and I would be climbing up on shelves and looking at jackets. I still do that today, and I don’t have to do that today, but it’s important for anybody to understand how something works and be able to help out whenever it’s needed. cheap Canada Goose

canada goose deals When you took on the role canada goose outlet store near me of CEO, what were some of the initiatives you took on that, looking back, were game changers for the company? canada goose deals

Staying “Made in Canada” was huge. Changing our names to Canada Goose [from Snow Goose] was huge. Deciding to make a women’s line was big canada goose outlet london uk too. We were predominantly a men’s canada goose jacket outlet uk company for a long time and realized back then in Scandinavia, a huge market for us, that seventy percent of our sales were to women who were buying men’s jackets. We were making all these extra extra small and triple extra small sizes in men’s styles until we decided to just make a women’s line because it was a great opportunity.

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buy canada goose jacket The business landscape is very different from what it was five, ten, fifteen years ago. How has the company embraced the digital sphere to build the brand? buy canada goose jacket

I think it’s everything now. The digital world is so important. I think it was very organic for us because we are a very viral, community based brand to begin with. When you try on one of our jackets, you have this experience. What happened in all of our markets was this amazing viral level of street people talking to each other about it. It comes back to functionality. We aren’t really a fashion brand, we sell in a fashion marketplace. But at the end of the day, we’re functional. We’re the Land Rover of clothing. Because of those things, we’re naturally a very social brand and fit with the way people communicate online.

You’ve also partnered with many prominent figures in the public space. How important is it to align yourselves with these actors, athletes, directors and more?

canada goose black friday sale I think we have become a part of pop culture, and that’s important. For any brand to become relevant, they have to be a part of popular culture. I think we did that initially in the film industry because of our longstanding and authentic relationship with them, which goes back twenty or thirty years. In being involved with them, we got to be worn by a lot of prominent actors and actresses. We used to be only behind camera, and we still are, but we showed up on camera as well because people started to realize that if they shot a film that was set in Antarctica, what people would actually wear was Canada Goose. And that’s how we started to get more mainstream awareness canada goose black friday sale.

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