To help customers try out its $1,000 parkas, Canada Goose Holdings Inc. is introducing frigid rooms. The spaces, which are inside some of its brick-and-mortar locations, enable shoppers to take the coats for a test drive in chilly sub-zero temperatures, Bloomberg reported.
"people tell me all the time trying on a Canada Goose jacket was the first time that they ever truly felt warm in cold climates," said Canada Goose Chief Executive Officer Dani Reiss. "With our cold rooms, we are creating that moment even before they purchase.”
Staff assists customers in picking out the coats and bringing them into the space. Inside the rooms, they can use a so-called wind-chill button to try out the jackets. The rooms also have sculpted blocks of ice surrounding a window, which make them magnets for selfies.
Canada Goose has long sold products geared toward customers in northern climates. Today, the company provides coats suited for climates in five different categories. Still, its offerings include a $1,550 parka that is meant for adventures in the Arctic. (The jacket also has 247 different components.)
The news comes as Canada Goose Holdings Inc. announced in 2017 that it planned to open three more retail locations that autumn in Calgary, Boston and Tokyo. Those locations were in addition to standalone stores that were previously announced in Chicago and London.
In Boston, the store is located in the urban, upscale Prudential Center shopping mall. In Calgary, the store was to open in the Cadillac Fairview Chinook, while the Tokyo flagship was to be located in the Sendagaya neighborhood. Of the Tokyo store, Reiss said in 2017, “having a flagship store in Tokyo is particularly exciting, as Japan continues to be one of our strongest growing markets.”