Canada Goose’s Gen Z strategy has everything to do with TikTok, sustainability, and influencer marketing. In the past year, Canada Goose has made a dedicated effort to bring in more Gen Z customers and has experienced considerable success. As of April 2022, one-quarter of the brand’s sales come from Gen Z, and this generation accounts for the highest portion of the brand’s website visits, the most time spent on the website, the most pages viewed, and the highest conversion compared to any other of Canada Goose’s customer age demos. Part of this success certainly stems from the brand’s prioritization of sustainability after committing to stop buying new fur and pledging to pivot to 90% preferred fibers and materials without changing prices by 2025. Additionally, Canada Goose has doubled down on TikTok, Snapchat, and Instagram where it has started posting more unfiltered, natural content to increase its Gen Z engagement while working with young influencers like Instagram star Hannah Whiting, designer Rhuigi Villasenor, and soccer player Karina Leblanc. Social media ads from the brand also include mentions of Buy Now, Pay Later payment services like Klarna, which have experienced particular success with Gen Z due to them offering another entry into owning the brand’s high end products. (Glossy)
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