Canada Goose marketing genius came into play. Crafting an aura around the brand that shifted the perception of durable outerwear to a luxury good that consumers sought to collect, similar to how the Swiss have Rolex and the British have Range Rover, Danny wanted Canada to have Canada Goose. But the way in which they achieved this market is fascinating. You'd think they would have gone a similar route to Rolex and Range Rover, high budget marketing campaign, sponsoring golf tournament, exuding elegance and prestige. Instead, Canada Goose focused on exceptional functions. So how did they show consumers that their product holds up in the most extreme weather conditions? In their retail stores across a globe, instead of fitting rooms, there are cold rooms, set to emulate the elements where temperatures can be set to as low as negative 27 degrees Fahrenheit. Now before buying a $15 dollar coat, I don't know about you, but it's safe to say I'd want to make sure it works.