Brand Documentary Magazine No. 12 Canada Goose

B Magazine dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B™s unique insights and in-depth analysis. B Magazines receives no advertising profits or financial support from the brands it introduces.

2 INTRO
Canada Goose started with the purpose of protecting people from the cold during their adventures in wildlife. This issue starts with scenes of natural landscapes in Canada, captured in the Banff National Park area.
16 UNDERSTANDING
B took a close look at down parkas, not only in price, purpose of use, and material used for outershells, but also in designs that blend nicely into urban or outdoor settings, and function. In this light, one can find an extensive variety.
24 INTO THE MARKET
B headed to Canada to find out more about Canada Goose. In an entirely new place, meeting entirely new people, B gained in-depth insight into the brand.
36 INNER SPACE
Style is normally preferred over function when it comes to fashion, but unlike this industry trend, Canada Goose introduces highly functional parka, made on a strong foundation of extensive experience and knowledge in cold protection. B took a close look at Snow Mantra, to learn more about how the down parka manufacturer has meticulously filled its flagship products with details. This section takes a glance at a line-up of Canadian parka brand’s signature products as well.
48 CANADIAN CULTURE
Numerous brands claim to represent the locality of the region they are based in, but only a handful mirror a national identity in its brand image. By taking a panoramic look at the lifestyle of Canadians, consumer price level, and Canadian-based brand names, this section provides an outline to help our readers find out more about Canada Goose, a brand that genuinely represents its namesake country.
60 RETAILERS
Canada Goose does not operate its own retail stores. Instead, it chooses to sell its products only via official distribution channels designated by the company. B visited a number of official distributors in Toronto that have long maintained partnerships with the brand.
72 BRAND TO PEOPLE
B has asked a number of people who own Canada Goose parkas where they like to go with it and what items they like to take along. This section hints at the emotional relationship between item and owner.
81 B’S CUT
The design policy of Canada Goose revolves around the idea of protecting its customers from cold weather. B has exposed the Canadian-made products to extreme conditions to test their mettle. A glimpse of Canadian nature can be found in the images they cast.
96 BRAND STORY
Canada Goose is, in fact, a family business that is being run by the third generation of the founder’s family today. B visited the brand’s headquarters in Toronto and the headquarters of Feather Industries, a goose down supplier, to get a behind-the-scenes look at the Canadian down parka manufacturer.
122 OUTRO
Today, people wearing Canada Goose can be spotted on every corner of the street. Leaf through the pages of this issue to get a grasp of the Canadian brand’s increasing presence.

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