Dive Brief:
Focused on expanding its warm weather collections, Canada Goose released the second Snow Goose seasonal capsule collection under Paris-based creative director Haider Ackermann, who joined last year. The collection uses lightweight fabrics to reimagine classic cold weather styles like the Rider Parka.
The spring-summer 2025 Snow Goose by Canada Goose collection dropped Thursday online and will be in select Canada Goose retail locations later this week, with more styles set to drop throughout the summer, per a company release.
Seeking to evolve the nearly 70-year Canada Goose brand into more of a year-round player, the Snow Goose line incorporates lightweight, breathable fabrics to create a warm weather collection that includes nylon shorts, light rain jackets, cotton parkas and lightweight utility pants.
Dive Insight:
Canada Goose’s warm-weather push comes as the retailer prioritizes year-round relevance as one of its key initiatives this fiscal year.
Carrie Baker, president of brand and commercial, said on an earnings call in late May that the retailer planned to nearly double the amount of new or updated product in its assortment and would broaden its apparel offering to cover more lifestyles and environments, “while still remaining a leader in down-filled outerwear.”
Ackermann’s first Snow Goose collection, released in November, “drove significant brand momentum across all regions,” the retailer said in its latest fiscal year earnings release and lays the foundation for an “elevated” marketing approach.
The latest Snow Goose collection features a marketing campaign shot in desert landscapes and seeks to redefine what Canada Goose stands for to customers.
“I wanted to peel away the layers with this campaign — of clothing, of convention, of expectation – to resist the predictable,” Ackermann said in a statement. “The images are just a little disorienting; to make people pause and question their perceptions of what a collection for Canada Goose could look like, how it could be styled and photographed.”
Starting with next year’s spring-summer collection, Ackermann will oversee both Snow Goose and the brand’s mainline collections, Baker said. In January, the brand also brought on a new senior vice president of merchandising, Judit Bankus, to work with Ackermann on new and existing product categories.
“Our data shows that consumers who discover us through apparel are more likely to become repeat customers versus those who start their journey with other categories,” Baker said of the retailer’s decision to broaden its assortment. “We’re making meaningful investments to accelerate progress starting with our product creation teams by better connecting design, development, sourcing and merchandising. Through a more integrated and collaborative process, we’re already seeing faster speed to market.”
After experiencing a difficult three quarters last year, Canada Goose rebounded in Q4 to show a revenue increase of 7.4% to roughly $385 million Canadian dollars ($284 million at press time). DTC revenue was up almost 16% and accounted for CA$314 million of the total volume, per the earnings report. Wholesale revenue in the quarter fell 23% and accounted for just CA$31.8 million.
For the full year, revenues were up 1.1%. DTC revenue grew 5% while wholesale revenues were down over 16%. The company opened four net new stores and operated 74 retail locations by the end of their latest fiscal year, with plans to expand its footprint in the coming years. Baker said the retailer plans to expand its store openings and improve the customer experience at existing ones through initiatives like better staffing, earlier seasonal hiring, consistent in-store experiences and better inventory management.
