Beyond buying luxury products, nowadays consumers want to live an experience while buying it. The affluent Millennials has more expectations when purchasing luxury brand. Elite customers have new aspirations, especially in the luxury sector (Woodworth,2019).
Luxury is considered with great value creation that involves artistry and empathy.It represents the high -end of a storytelling experience (Langer,2019). In our current days in time consumers would like to experience something unique and deliver through online platforms the stories they have experienced as well as showcasing their priorities and core value (Euromonitor,2019). Luxury companies have noticed the potential of distributing exclusive experiences that are memorable, have recognition in the brand’s DNA and allow themselves to be pointed out exclusively (Euromonitor,2019). According to Forbes,2019 customer trust and spend their money on the brands that besides the product, are more engaged and go beyond the “transaction”.
Technology is one of the main pillars that luxury brands are using to create and communicate personalised experience (Lala,2018). It opens doors to a tech-savvy audience that has different demands than previous generations (Euromonitor,2019).
Canada Goose is one of the leading players in retail that delivers memorable store experiences using the latest technology. This happens because of strong knowledgeable consumer importance that drives brands to create and deliver magic via digital experience. As many others luxury brands, Canada Goose attracts its clients through an authentic and unique storytelling (Dennis,2019). Recently the brand has created an uncommon experience named “The Journey” which is a cold room inside the store with arctic temperature that goes down to -12 degrees Celsius and conceive the experience through “the crevasse” which reproduces the sound of cracking ice (Rastello&Sambo,2019).Moreover, now people can try a Canada Goose jacket in a room that recreates the artificial snow storms and decide weather is worth the money. Finally, the experience edge with an employee that will guide the customer to shop online through a digital kiosk (Stevens,2019). The chief executive officer of Cana Goose, Dani Reiss stated “We are pushing boundaries of traditional retail and experimenting to see how an inventory-free format, where experience comes first, works. Brand awareness and customer engagement are the key goals for the store” (Rastello&Sambo,2019).The CEO of the brand has a clear idea about retail, stating that experience is everything and that the experience store “amplifies that moment by creating an environment that digitally and physically transports people into the Arctic in innovative, surprising and inspiring ways”
Recent research shows that brick-and-mortar stores will survive if retailers will convince the millennial to shop in store by offering a genuine novel, a meaningful and sharable experience, like Canada Goose has created (TrendWatching,2019). However, the emerging trend of creating experiences of “transactions” can boost the bar too high. According to Giesler, an associate professor of marketing at York University’s Schulich School of Business in Toronto “store experience creates expectations that become higher and higher. Consumers get easily bored. They are expecting for you to come out with an even greater and more captivating experience next season” (Bloomberg,2019).
By 2020, customers are expected to demand a personalised experience with the brand they care, but also there is a growing concern about the impact brands can have on the environment and on all surroundings, 65% of the shoppers stating that this has become a priority (Euromonitor,2019).
Being a sustainable luxury brand, Canada Goose attract their affluent customers not only with the experience created in the store but also by providing ethical practices. The Company is committed to environmental and social issues, supporting especially through an organization the polar bears (Danziger,2018).
Canada Goose is memorable, sustainable and conveys compelling stories: a product that delivers unique experience in stores, provides excellent customer service and use ethical sources- ingredients that engage the luxury consumer with the brand (Dennis,2019).
Reference:
- Danziger P. (2018) Why Canada Goose Will Continue to be The Proverbial Goose that Lays Golden Eggs , Forbes [Internet] 17thJune Available from https://www.forbes.com/sites/pamdanziger/2018/06/17/why-canada-goose-will-continue-to-be-the-proverbial-goose-that-lays-golden-eggs/#792d62e77380[Accessed 18 of December]
- Dennis S. (2019) Is Canada Goose Luxury’s Retail Next Highflier? , Forbes [Internet] 11thApril Available fromhttps://www.forbes.com/sites/stevendennis/2019/04/11/is-canada-goose-luxury-retails-next-highflier/#6a683d6d613c[Accessed 18 of December]
- Euromonitor (2018) Ethical Fashion: Why and How Can Fashion Industry Close its Elusive Loop [Internet] 7thJune Available from https://www-portal-euromonitor-com.yorksj.idm.oclc.org/portal/analysis/tab[Accessed 10 of December]
- Hyken S. (2018) Your Best Opportunity for Growing Business: The Customer Experience, Forbes [Internet] 1stApril Available from https://www.forbes.com/sites/shephyken/2018/04/01/your-best-opportunity-for-growing-business-the-customer-experience/#3588665f3a3e[Accessed 18 of December ]
- Lala A. (2018) How Technology Can Help Create New Age Luxury Experience, Entrepreneur Asia Pacific[Internet] 26thDecember Available from https://www.entrepreneur.com/article/325346[Accessed 18 of December]
- Langer D. (2019) How Experiences Are Defining Today’s Luxury Market, Jing Daily[Internet] 28thOctober Available from https://jingdaily.com/how-experiences-are-defining-todays-luxury-market/[Accessed 17 of December]
- References:
- Stevens B. (2019) Canada Goose Opens Experiential Store With Artificial Snow Storms but No Products, Charged [Internet] 5thDecember Available from https://www.chargedretail.co.uk/2019/12/05/canada-goose-opens-experiential-store-with-artificial-snow-storms-but-no-products/[Accessed 18 of December]
- Woodworh S. (2019) Inside The Experiential Transformation of Luxury Goods , Luxe Digital[Internet] Available from https://luxe.digital/business/digital-luxury-reports/experiential-luxury-goods/ [Accessed 17 of December]
