对话Canada Goose董事长兼首席执行官Dani Reiss：从财报看品牌韧性逻辑与转型实践

Core Insights - Canada Goose demonstrates resilience and growth in the luxury apparel market amidst structural adjustments, showcasing a clear strategic path and execution efficiency [1] - The brand's fourth-quarter global revenue increased by 7.4% year-over-year, with direct-to-consumer (DTC) comparable sales rising by 6.8%, and total annual revenue reaching CAD 1.3484 billion [1] - The Asia-Pacific region emerged as a core growth driver with a 15.2% growth rate, while the Greater China region contributed nearly 10% to revenue growth [1] Group 1: Direct-to-Consumer Strategy - The growth in DTC channels is attributed to a precise reconstruction of the "people-goods-space" model, enhancing in-store experiences and optimizing product offerings [2] - The brand's immersive experience exhibition in mainland China, "Source Journey," exemplifies the integration of cultural storytelling and product performance [2] - Live-streaming e-commerce has become a growth engine in the Greater China region, significantly enhancing engagement with younger consumers [2] Group 2: Product Innovation - Canada Goose's product innovation is driven by the launch of the Sea Mantra series and eyewear line, reinforcing its position in the high-end functional apparel segment [2] - The brand's marketing efforts led to a 19% increase in global brand search volume, particularly strong in the U.S. market [2] - The non-outerwear product category experienced explosive growth due to the implementation of a "seasonal and fashionable" strategy [2] Group 3: Asia-Pacific Market Strategy - Canada Goose's approach in the Asia-Pacific market balances globalization and localization, with a 7.9% growth in the Greater China region [3] - The brand's cultural resonance and technological experience strategies are evident in its seasonal marketing efforts and new store openings [3] - The collaboration with the Sanjiangyuan Nature Conservation Center reflects the brand's commitment to environmental values and local cultural integration [3] Group 4: Future Strategic Directions - For the 2026 fiscal year, Canada Goose plans to enhance marketing investments to boost brand awareness and recognition [4] - The brand aims to accelerate cross-category product development to meet consumer demand for all-season apparel [4] - The dual strategy of "strategic expansion + efficiency enhancement" will continue to focus on improving store performance and operational efficiency [5] Group 5: Operational Agility - Canada Goose is investing in design teams and optimizing inventory management to enhance organizational responsiveness [5] - The brand's localized strategies, particularly in China, have proven effective, with nearly 10% growth in the 2025 fiscal year [5] - The integration of "product strength + cultural strength + operational strength" illustrates the brand's commitment to delivering enduring value beyond mere pricing [6]