What Moncler & Canada Goose Are Really Chasing

Puffer jackets and the broader outerwear market are a competitive billion-dollar market that's been historically dominated by legacy brands like The North Face and Columbia. But in recent years, there has been a strong push towards luxury with the emergence of Canada Goose and Moncler. 10 years ago, spending $100-300 on a winter jacket would have been considered to be a top-of-the-line investment. Nowadays, that price-point sits over $1,000.
If you look at famous luxury brands like Hermes, Gucci, Prada, Versace, Rolex, Hugo Boss, or Dior, they all built up their clientele and prestige through many generations. Yet luxury outerwear is remarkably young. Canada Goose and Moncler have been around for decades, but their evolution and success has only been very recent, making them truly modern luxury brands - and not the old money brands of the past.
While the rapid rise of Canada Goose and Moncler is well understood, the economics and market dynamics of outerwear have remained unexplored. Do Canada Goose or Moncler make more than mass-market brands? How different are their strategies and results? How did Canada Goose and Moncler establish themselves in less than 10 years? In this episode, we’ll cover the business of outerwear and the various approaches to building a brand through the perspective of The North Face, Columbia, Canada Goose, and Moncler.
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[@babyelephant4103]

"Thank you to TEMU for supporting Modern MBA. We appreciate your openness which allows us to express ourselves in complete freedom" GOOD ONE lmao

[@tucoramirez9557]

I was expecting them to roast temu, but no -it's a sponsorship

[@benmuschol1445]

"headquartered in boston"

[@joshking9537]

PSA since using TEMU i've been getting spammed with phising charges and other issues on my credit card use.

[@VinnieGer]

@@sako5751I figured the “presented by temu” at the 0:00 mark would have given it away.

[@misterhat5823]

Kind of makes it hard trust anything presented by this shill.

[@Tahonderoga]

Pretty weird seeing a TEMU sponsorship after the last video was so critical of them.

[@toukaken6361]

Yeah especially with all the weird stuff that's been in the news lately

[@poulticegeist]

​@@toukaken6361what weird stuff in the news?

[@mudkipmilk]

Just let him get his dough... At least we're not being lied to.

[@a.leehilliard4716]

They are all in it together.

[@Pharoah2]

He’s an MBA… profit over everything my friend

[@Connor-vj7vf]

No way was this sponsored by Temu after the last episode 😂😂

[@iTzDritte]

The Temu sponsored segment is a sick flex. You skewered them in the last episode, and yet they’re still willing to pay you. 🤑

[@Kabodanki]

They don’t care. You can insult them, they will get back to you

[@ktanner438]

Thanks, shareholders!

[@junyaiwase]

Its really not a own when people are still buying

[@PlayerJV7]

@@wbay3848 Retard, slavery, or working conditions resembling slavery, is, on one level or another, key to pretty much all industry and consumer goods in the world. If you have a problem with it, you'll have to open hand of a bunch of things, starting with coffee and clothes.

[@Blanderr]

They're a CCP subsidized operation. They don't care as long as people in the west keep downloading their malware app and buying their garbage products

[@samiyam17]

I’m surprised you didn’t mention Arcteryx- they’ve grown significantly in this space, too

[@QuickQuips]

Yeah. Their System A attempts to handle the hypebeast/Moncler crowd while the usual Alpha/Beta/Gamma are function first pieces. This is Antwon covers them in detail.

[@joshking9537]

i guess they got bought out

[@chengong388]

@@hdawg552 as a Chinese I can tell you this is hogwash, people don't want to appear fat in China and everybody understands that puffer jackets aren't the same as being fat. If anything there's more of an unhealthy desire to look thin compared to the west.

[@prettynpetty8342]

Arcteryx is now a status symbol at least where I live. It's a huge signal to people that you have money. Very much "quiet" luxury.

[@robcarr9968]

They blew up with the Gorpcore trend last year, they've always been top notch but suddenly the rich suburbanites liked the look. Hell Arcteryx has been a staple of the techwear ninja look from r/streetwear from '09

[@CaMuncho]

With the context of the previous video, this is the first time I have not skipped a sponsor ad on KZbin. Kinda genius marketing there

[@iamshikhersrivastava]

hahaha seeing the TEMU sponsorship made me actually laugh out loud. At first, I thought it was a bit mocking them. too funny, I can’t continue the video after that. 😂😂😂😂

[@user-ck7tg1dq9y]

As a Canadian, let me elaborate on Canada Goose a bit. It's like Tim Hortons where it started as a Canadian thing, then sold out but still tries to play on patriotism. It was always seen as an expensive brand, but originally it was a sort of outdoor winter workware that your boss would buy because they lasted for a long time. The kind of thing researchers or miners would wear while doing work in the arctic. After a couple years, international students and other city dwellers bought them to appear "rugged" and "outdoorsy". This is why you have office workers in Toronto who have never left the GTA buying these heavy duty coats that they don't really need since it's so warm in southern Ontario. It's become a status symbol and nothing more. Which is fine, I've always found them a bit overpriced anyways.

[@williampitt1537]

Exactly, as Canadian as well I believe that the best way to identify an outsider is to watch if he’s wearing Canada Goose. In the winter, wearing big puffy coats tends to annoy thus Canada Goose is of limited use when you’re dwelling in urban centers (simply because most of the time you’re inside so why would you need that Arctic coat?).

[@f1beg]

Hey now it gets super cold in the GTA!

[@theurzamachine]

@@f1beg No it doesn't. I used to walk an hour to work and if you're doing that amount of exercise in a Canada Goose, you'll overheat.

[@f1beg]

@theurzamachine it gets very cold I'm the GTA area, obviously if you're exercising that's a different story and you'd want a lighter layer to negate that

[@theurzamachine]

@@f1beg I've also stood around and waited for transit or friends and it's not really that cold. Lowest is typically -20 C and that's usually for a day or two. There will be week long stretches of -10 C to -15 C but that's pretty warm compared to most of Canada.

[@ZontarDow]

The virgin "never mention your sponsor outside of ads" vs the chad "get sponsor after exposing them"

[@jaadotech]

I would like to know if their (Temu's) advertising team is that quick and nimble. Typically (from experience working within digital marketing) getting a sponsorship agreement done generally takes longer than a week. Temu might not have the careful controls that other companies have. Presuming this Temu sponsorship was not being prepared and planned before last week Presuming Temu have seen last week and responded by advertising the channel. I think a "behind the scenes explanation of what happened this week" would be a video of much interest in the channel!!

[@Username0467]

They try to sponsor EVERYONE and contact you constantly. That's all I know.

[@ttopero]

I’d pay a Patreon membership for that kind of behind closed doors content!

[@planecrashcorner7283]

I'd love to see a video on Rolex, especially because of their recent legal troubles in France that threaten to effect their business strategy.

[@simplyethan]

I second this

[@plantex625]

Rolex is a private company and I think even technically a non-profit company because of a weird ownership structure where they are owned by a trust created by the founder. I think it would be difficult for him to do a video like this with numbers, I dont think they really release any info on margins, # of watches sold, etc. However, their business model has been moving from selling through "authorized dealers" that were forcing bundling or dumping product into the "grey market" for added profit to "boutiques" and this would also be a good topic to cover

[@mariacargille1396]

Same! That sounds like a really interesting topic to dig into

[@christopherwaller2798]

As a climber, another popular outdoor brand is Patagonia. It's price point is somewhat above that of Colombia, but it has a true authenticity and heritage to it [being founded by Yvon Chouinard, who helped develop climbing and alpinism a great deal in the early days with notable first ascents and founding what is now Black Diamond, and advocated clean climbing, even though it cut into his sales of pitons]. Rab is another brand that is very much popular with the outdoor crowd. The North Face is popular with them but you're probably more likely to see a Nuptse jacket worn by shoppers at your nearest mall, than on someone who is camping.

[@jaadotech]

Yes this video I think intentionally left out many outdoor brands. Patagonia is iconic and a very very successful DTC business model/brand. Their strategy to do DTC and sell to other retailers seems to work well without lowering the brand's image, they have found a balance

[@ze_ep]

Honestly quite strange to exclude Patagonia, a brand widely regarded as high-end if not "luxury" and dominant in this specific market.

[@desertflowerz89]

These additional brands you mention lack widespread brand recognition and are not on par in popularity with the brands in this video. Quality aside

[@Kev4Kev]

And LL Bean, this list of retailers in the video makes no sense. Why are American Eagle, Gap or Abercrombie & Fitch included.

[@JaccoSW]

Outdoor brands are often highly regional. While most of the outdoor crowd in North-America will recognise the Canadian brand Arc'teryx, not that many will know the Norwegian brand Norrona. Even though they are very similar in quality and price point. Same goes for Mammut, Houdini, Fjäll Räven or Mont Bell. Excellent quality but way too regional. I remember walking around in the US in the early 2000's as a European family in a lot of Fjällräven gear and being stopped by someone in the street. They recognized it as outdoor clothing but it was a completely different style than was common in North America at the time.

[@FeikeLeemkuil]

TEMU sponsor is crazy but the 5-10% price increase each year is an insane strategy to fall for. This would mean that a 1k jacket will be (at 7% each year) almost 2.1k after 10 years.

[@pedronudie4311]

I’ve paid 900€ for my Moncler Montgenevres coat back in 2011… nowadays this very same coat is reach 1900€ ! I’d never pay such price for such quality… I can tell you only Chinese especially are willing to pay that amount for that brand… spend a couple of hours in Paris “grand magasins” nearly all customers are Chinese…

[@unknownuser6809]

Temu have been found stealing customer data and selling inferior products or incorrect products. Poor choice in sponsorship.

[@Entertainment-]

R.M. Williams is the Canada Goose equivalent in the boots space. Started as an Australian icon, manufactured in Australia it slowly branches out to other apparel and its own stores to increase margins. A video on this market would be interesting too.

[@theblackswordsman9951]

Never heard of it

[@s.s6499]

Also would add that RM serves as an 'accessible' premium boot (through retail stores, and word-of-mouth advertising) where other premium boot brands use DTC to reach Australian customers. That, and how RM use 'country-themed' motifs to appeal to, and have gained popularity with city goers working corporate jobs. Another example of an Australian lifestyle and clothing brand that uses similar motifs is Country Road.

[@Entertainment-]

@@s.s6499 Their Signature "Red Sole" Craftsman is US$730, I don't know if I would consider that accessible. But I can attest to popularity in corporate positions as an urban corporate worker myself I see 20% of my colleagues owning a pair.

[@doublesquish2]

There are t-shirts made by a U.S. company with a label called J. Williams. So heavenly comfortable

[@doublesquish2]

There are t-shirts made by a U.S. company with a label called J. Williams. So heavenly comfortable

[@janedoeYT]

LMAO the Temu sponsor

[@metamuse42]

I’d love to see a video about bike companies. Specifically the manufacturers like Trek and Cervelo, vs companies like Canyon who sell D2C. I’d especially like to understand the economics of how bike companies can get away with >$5000 road bikes.

[@mattmurphy7030]

$5000 is chump change. Triathletes regularly spend 20k on what’s essentially the same exact machine

[@curtismoxam5382]

Thanks for another episode so soon. Great content.

[@aarbsson]

Moncler and goose jackets are like the range rovers and g wagons. Sure they are made to go off road but more often than not they arent used as intended, people just want to be seen in them

[@revl6151]

They're good jackets, I took the badge off mine though. The lifetime warranty and quality is great and they last forever

[@clintlehmann242]

Exactly I'm rich as hell vibes. I hate show offs.

[@AshleyClark-q9o]

My mom always said beauty is not about price. The existence of A *amzrepe* makes me believe that true luxury is the expression of one's own style, not the price tag. Here, I found the best explanation of this sentence.

[@fidgetykoala]

The best winter jacket I used to own was one from Bench, I got it for £30 in TKmaxx in July, as o.c if you buy that type of garment during the summer months you are going to get a steal. It was so warm (and perhaps super stylish, not boxy at all) that I wore super lightweight tops underneath. Granted I was wearing the jacket in freezing Glasgow, so a really great deal. Other winter jackets that were top-notch: 1) unbranded from a shop in my hometown Turin Italy (which is near the Alps, so winter used to be tough) 2) another from Dechatlon QA -15 degrees. The most freezing place I have been in my life was Aberdeen, Scotland, so I don't have much hands-on experience from places such as Canada or Finland...hence why 'm not an expert when it comes to those items, but for sure you need functionalityover irrationality...

[@iTzDritte]

10:07 “Disintermediation”… yup, that’s a real word. I almost thought Temu made it up after all the times that the word “intermediary” came up 😂

[@michaeldaniels24]

This video was educational & informative

[@danielwang2956]

It's hilarious to see Temu sponsoring you even though you just shat all over their business model a few days ago

[@horrorhotel46290]

Idk - comment section is full of people mentioning their name. They are on everybodys mind - this will trim the algorithms accordingly and they will get A LOT of exposure from this.

[@andreyciee]

Very informative and interesting to watch Thank u!

[@DreamareLikesPie]

"Instead, the company has partnered with Star Wars, Zac Efron, and other B-list celebrities to shed its historical premium technical roots..." You did not have to do Zac Efron dirty like that 😭

[@JKyall]

Efron is about to get nominated for his first Academy Award since A24 took him on. I doubt he weeps over the comments of KZbinrs.

[@bobot7566]

Lol.

[@cocacola7845]

Was wild seeing a TEMA sponsorship/ad in this video

[@aguyfromdenmark]

Wierd. 15 years ago, owning and wearing a Canada Goose jacket was the coolest thing a teenager could ever want to do in Denmark. It was super popular. Today, it's kinda kitsch, and people who wear it probably also hits on your girl, tries to sell you drugs, and want to fight you. If you know the history of Canada Goose, you might respect it, but if not, it's seen as something only a wannabe would wear.

[@scrooglemcdoogle]

You see them daily here in the Dakotas and Wyoming where it pretty consistently gets bitterly cold during winter, but the association with rich wannabes and gang bangers has made them a bit less desirable as a result.

[@Entertainment-]

You’re literally describing Wellensteyn in Europe.

[@fahadrind4332]

​@@Entertainment-to be clear, do you mean this brand is also marred by hoodlums?

[@Entertainment-]

@@fahadrind4332 Yes, and the new rich

[@horrorhotel46290]

It's the same with parajumpers where I grew up

[@jcsjcs2]

I would pay 10% more for these companies to remove their logos from the outerwear they expect me to wear.

[@thunderb00m]

Buy a walmart puffer, decent quality, no logo and its only $20 . Plus it turns into a pillow, great for camping and air travel.

[@Ruth-os4mi]

This. No logos. No Velcro.

[@rlkinnard]

I pay 10% more for outerwear without logos. I have a Diesel parka for the worst days of the year without any external identification except some small inscriptions on some buttons.

[@user-wj8pi5bj3k]

Hey man I just want to say thank you for this channel and continuing to out out quality videos. You are making a difference in alot or people's life. Thanks!

[@sustomusickillsyoutube]

Did you just say "Ahh-Dee-Das"? 😂

[@offthetrail5675]

I worked outside in remote northern canada for years with the same 300 puffer. It was super warm and held up just fine. Cant imagine how spending 1000 would be 3 times better.

[@pierrex3226]

It wouldn't be. It's luxury pricing, you don't pay extra for features. I've climbed mountains in Peru with a Columbia outer layer and down jackets I bought second hand on eBay. I still use all of them. Branding doesn't make quality better quality.

[@SwanChairUh]

It's just not. Diminishing returns are insane for luxury products. Always spending 4x the price for a 10% better product

[@horrorhotel46290]

​@@SwanChairUh You're assuming that you still get more for your money. With luxury this isn't the case. Quality hits a plateau in the upper mid-range segments. From there, all you're paying for is brand identity. It's even entirely possible for the quality to drop again with increasing prices.

[@clintlehmann242]

People dumb an wanna show off is all it is. They aren't no better than any winter coat. It like driving a g wagon around the city. Just cause it expensive doesn't mean it preform better. G wagon are pretty much garbage if u were to drive it in real 4x4 terrain. They prob bout the same as any mid size suv or and mini van. It just shows everybody that don't have one that my shit don't stink

[@hungjon]

Great breakdown, really interesting stuff. Are you just reading 10Ks and such of all these companies? Would be interesting to see your process. Do you have any videos about LT theses for investing in companies? Or is your analysis mostly retroactive?

[@fullmetalquach]

Temu sponsorship? Idk if you sold out or if this is a major flex on Temu

[@blancam9759]

Not a day goes by without seeing at least one Temu ad 😂 OMG, what is the advertising budget of these people?

[@TheRealFeechLaManna]

You make very interesting analysises..One point though, whereas North Face, Columbia and Canada Goose are all "outdoors brands that can be used in an urban setting" in the customers' minds, Moncler and Stone Island are all specifically for the urban use (and are in fact mainly useless in the real outdoors, atleast Moncler is). I think this is a significant difference, in regards to both branding strategies and future prospects.

[@che55ie]

Get that sponsorship ig but it’s funny how TEMU reached out to sponsor u after seeing that last video lmao

[@knutschack8625]

TEMU paid you to air a rebuttal to your last video. Dunno if I should be annoyed, impressed or just laugh. Business is a strange game.

[@pointlesscine]

How tf is this sponsored by TEMU

[@sergioramos3437]

Lmao I was thinking the same thing. Especially after he tore them to shreds one episode earlier

[@Spessforce]

It’s frustrating trying to shop for good jackets in an age when they are more fashion pieces than technical outerwear. It’s even harder for my wife.

[@johnl.7754]

Purchasing from Costco/Sams Club type stores especially their own brand clothing might be a good way to purchase good clothing at a good price.

[@_holy__ghost]

in my experience, the best thing to do is go directly to the people using the products for the same purpose you intend to use them for. if you're looking for a hiking jacket it might be useful to ask a hiking club or community for their experience with jackets, recommendations and warnings. thats how i buy electronics. people dont usually fake their experiences (they usually dont have an incentive to) but marketing will always lie to you

[@tres5533]

You need to go to an "outdoor store" like REI or PARAGON. I worked at the latter and am a winter apparel expert. None of non-"outdoors" stores carry "performance apparel" That is what it is called. Yes, a lot of winter coats are "fashion" and is made differently. Solid brands - Arc'teryx, (best) Marmot, Patagonia, Uber, Helly Hansen, Parajumper, Norrona. Stay away - Canada Goose, Columbia. Northface - only buy from an "outdoor store" different line than in Macy's etc. Hope that helps.

[@JDawg-FR]

I like how the temu ad comes refuting his critiques as soon as he makes a video critical of them.

[@botveigar9613]

I'm a simple man, I see modern MBA and I click and watch

[@Jamal_Ginsberg]

Love your videos

[@noskpain2792]

It is interesting how these brands started for the lower class that had to do back breaking work in the cold. Just so it can be stolen by the rich.

[@desidesigning]

I've got a very affordable UNICLO down compressible jacket which I swear by. Light as a feather and warm as a Lamb.

[@ralllao7295]

Could you do one one Apple Macbooks & Lenovo ThinkPads?

[@yeskaitlyn8029]

.... the temu ad lol. how much did they pay you?

[@VVV-DL]

Another great breakdown

[@TheBruceKeller]

Canada Goose currently makes its 'core down-filled products' in Canada, so 90% of its stuff probably is made in Asia now. Same thing happened to Arc'Teryx. Only the Alpha-SV and I think one other product is made in Canada from them now, and most of the lifetime warranties are gone if they aren't made in Canada. Canada Goose will probably slowly go that way as well. Looks like they already started.

[@Kev4Kev]

and many of their cheaper items are made in Romania

[@prankmasterfidgetspinnerem9869]

After having several issues with outerwear that my parents bought me as a teenager i now buy with function first in mind. One interesting thing i found out is that patagonia wants you to buy 3 layers and not just one jacket with normal clothes below it. A baselayer a midlayer and a shell. Also i found out the important role of wholesale for me as a consumer. The original direct websites of some brands dont have review functions and they will certainly not admit that their products are trash. I wanted to buy something directly from a brand. Fortunaly i googled the product and found out that it had 1-2/5 star rankings on at least six different third-party distributors. D2C didnt have a review function and is of course just praising its own product.

[@JaccoSW]

That 3-layer system makes a lot of sense from an active outdoor perspective. Layering is generally warmer when you are exerting yourself and sweating. It also allows you to lose or add layers depending on conditions. For everyday use a thick puffy jacket will generally be warmer but might get sweaty if you do strain yourself.

[@TylerWardhaha]

Pretty much all outdoor clothing brands have a 3 layer system. Even if they sell other stuff, that’s core for a lot of activities. It’s all about maintaining warmth and reducing sweat. Starting out a hike you’re cold and have all your layers on. Then you take off your waterproof layer and later your down jacket as you start to heat up and sweat. As the wind picks up you might put on your waterproof layer. Then when you stop for a snack you put on everything to keep warm.

[@mattmurphy7030]

The 3 layer system is pretty standard among all outdoor clothing in general. The military uses like a 7 layer system.

[@brockster34]

TEMU sponsor seems out of place...

[@thiagolima4107]

This is very high quality content

[@laurent4819]

I find it so funny that a video like this was sponsored by Temu lmfao.

[@Partywithbarbiesanddrille]

Babe wake up new Modern MBA video!

[@ridwansetiadi8393]

The jumpscare of sponsorship 🤣🤣

[@Nilnics13]

Temu? Really? But anyway, a lot of those graphs would have been visually better as line graphs. Bar graphs are too crowded and busy when there are so many information to absorb, especially when talking about year over year changes.

[@AyrtonTwigg]

Great video

[@joshuad1716]

Where we’re you yesterday on my 4 hour drive home :((?

[@blancam9759]

My Canada Goose coat was the best investment I made when I lived in Toronto. I don't know if I could have survived that winter without it! 😂 I got it in 2008 and it is still perfect.

[@blueguy5588]

Great video topic!

[@jenniferlin9900]

Temu? Good video, but pretty disappointing sponsorship.

[@tyroneinting8926]

Thank you, Temu

[@jaadotech]

I think the biggest omission that failed to get a mention is SuperDry, the Japanese brand that has a global presence has grown over the past decade. They are the epitome of a successful cloning the fashion aspects of outdoor clothing, whilst openly rejecting the core principals of outdoor clothing performance.

[@YazBelinskiy]

Superdry is British

[@knutschack8625]

Their retail experience is such a strange mix of north face and holister, it’s truly bizarre.

[@jaadotech]

@@YazBelinskiy right! I guess i was mistaken about their origin for the last 20 years! The " Japanese-inspired graphics" obviously tricked me!

[@Kim-Jong-Un-4]

Going bankrupt, nearly....

[@jerranspearman3369]

good video

[@JHayler7]

Temu as a sponsor after the last video doesn't seem the best fit

[@JKyall]

Money talks.

[@theloniuspoon]

im from canada, having a CG in winter is almost 100% necessary cuz it legit gets so cold here the monclers don't cut it. a CG is a buy it for life type jacket and they stand by that

[@rbd5868]

If temu's money is usefulness to keep modern open, the let it be

[@rbd5868]

Useful*

[@rjm656]

Problem with something like TEMU is that the Chinese factories suck at design. So the only way you’re getting a good product is if they copied someone else’s design from the USA or Europe. Seems like a nice platform for factories with no regard for IP but a bad deal for USA businesses and inventors.

[@mattmurphy7030]

And the brands have no reputation to uphold so they can get away with terrible designs or no QC and burn your house down with no fallout

[@davidguo1866]

Great videos. Love your channel.

[@jonreznick5531]

Temu is dangerous spyware.

[@Daniel-yp3gc]

Why isnt patagonia mentioned?

[@anush_agrawal]

Two video in one week. You have broken your record I think😅 Loved it

[@ChristopherGrant-e5j]

No patagonia coverage in this video, missing a key player in this space.

[@mattmurphy7030]

Also arcteryx

[@manuelvillalba9644]

Next sponsor must be Columbia or Canada Goose 😂

[@nbreezii81]

Absolutely insane that TEMU will sponsor you even after your video thrashing them. Someone at TEMU didn't do their research lmfao

[@Kev4Kev]

Why werent LL Bean, Patagonia, or Arcteryx mentioned ? Why were Gap, American Eagle Outfitters, and Abercrombie & Fitch mentioned at all? If you were including clothing companies why not also add H&M and Inditex ? Luxury brands have outlets also but also do, sample sales and occasionally unload merchandise to TJ Maxx and Ross

[@Kev4Kev]

@@tedt5588 Ok but that still does not explain why they werent mentioned but they chose to include stores/brands that dont really make puffers and parkas

[@cjc2010]

I remember my 7th grade classmate wearing a goose branded puffer jacket in the late 90s. Guess it was Fat Goose, not Canada Goose.

[@Bortniky]

Why buy one $1000 dollar jacket when I can buy 1000 $1 jackets from Temu ?

[@dowblab]

When I clicked on this video, I didn't expect to witness Zac Efron catch a stray 14:38

[@Eyezpretty]

I would much rather Mackage, it's more low key and stylish. Grown and sexy to be exact

[@hortehighwind8651]

Love my 3 in 1 North Face jacket that I can hike/cycle in for some time in rain and not end up sweaty.

[@kalomboC]

Is it a given that direct to consumer is more profitable than wholesale? How do the logistics costs (warehousing, last mile delivery etc) compare?

[@fatpaychecks]

bruh im getting whiplash from the temu sponsorship after dedicating the previous episode on dissecting and criticizing their business strategy 💀 LMFAO this has got to be preplanned 🤣

[@wv9529]

temu sponsering modern mba is a move of genius, all of us are paying attention to the add because he was dissing on them last vid.

[@ulogy]

Yeah, it's interesting going to Europe and seeing myself being the only one wearing a North Face jacket, everyone else had brands I've not seen here, or brands like Arcteryx.

[@sarthakdas815]

North face also has a life time warranty which removed the argument for Canada goose extra price and rimowas

[@samdasamoza]

I know you need your money but you MUST KNOW that you’re misrepresenting their business model for the ad… it sounds like you’re being held at gunpoint

[@nevm7469]

get you had to come up with something to say for the sponsorship. but, no brand like canada goose or moncler is EVER going to be present, let alone born on, a platform like temu lol. that would severely compromise the brand value of such a brand... it’s just not possible. you could very conceivably have popular, or even trendy, brands born on discount platforms like temu. but, a luxury brand simply isn’t a luxury brand if it relies on discount platforms as a distributor. luxury is inherently exclusive, that’s what makes it luxury. if everyone can easily & affordably acquire it then it’s no longer luxury & it holds little to no brand value.

[@JohnHausser]

Arc’teryx be like : wooo ooo !?!!🙋‍♂️

[@pauln7029]

Luxury brands are not for rich people. Its for working class or even poor people to go into debt for.

[@revl6151]

They're the aspirational customer. It's the biggest customer segment of luxury goods who buys products from the lower-end range of the product line

[@ThriftyCHNR]

He missed adding in Patagonia???

[@RsSooke]

Really like my $60 clearance rack Bench brand puffer. Seems to do the job.

[@tonyzhu1687]

There are great outdoors brands such as arcteryx, mammut, norrona, mountain hardware, rab, etc that provide objectively better down jackets that are well-made, have a long warranty, and are extremely light, even these are getting hyped up (arcteryx especially) as fashion items. I really don't get those that buy high fashion down jackets because they literally look the same, its mainly the logo.

[@jaadotech]

Yes, you have summarised reasonably well, I would add Marmot, and even some Europe brands are spreading in populating/hype such as Haglofs, Norrøna, Millet to name a few...... In southern hemisphere with the true outdoor clothing adventurist pedigree Kathmandu and Macpac position themselves direct to public (DTC) market yet slightly more affordable than the above larger/older brands. Montbell has become a boutique DTC brand growing from Japanese HQ into Oceania, Europe and starting in the US. They honour the outdoor purest boutique principals and with customers willing to spend $1000 on puffer jackets they obviously know their customers. There is a true global growth in this sector of fashion and it's exciting to see so many high quality/ high performance players in the market!

[@tonyzhu1687]

Thanks for the introduction to these brands.

[@TylerWardhaha]

REI, Outdoor Research, Black Diamond, Patagonia, Cotopaxi, Montbell, and Helly Hansen are some others.

[@ruisen2000]

I remember getting a puffer jacket 10 years ago in Canada when it was still super uncommon, everyone told me I looked like I was earing a puffy trash bag lol

[@iceecee9820]

The primary challenge for canada goose in establishing itself as a luxury brand is that down jackets are inherently a functional product category. Competition in this spaces centers around measurabe performance, making it difficult for Canada Goose to set itself apart from others and create a unique value propostition

[@NieroRa]

Interesting video but disappointed to see TEMU as a sponsor.

[@RichardHannay]

“Zac Efron and other B-List celebrities” 😭

[@weeraanmelden]

Replying so that the algorithm will show your videos in my feed again 😢

[@burn_out]

Wonder why Patagonia wasn’t mentioned

[@jaadotech]

There were a few omissions, i think he speaks about businesses he can get access to some financials to show at the various slides he presents. I like it, he builds his videos using real financial data to support the story and not having access to all the brands/industries is expected and ok