Data
Canada Goose
Canadian outerwear maker that turned the down parka into a luxury product, and still makes most of them in Canada.
9 figures on Canada Goose, drawn from 2 Modern MBA case studies.
The figures
US dollars3
| | Against its own chart | |
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| Annual net sales per outerwear brand, 2022, in millions | $829M | 4th of 4 · top $3,259M | How a $1,000 jacket became a luxury brand |
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| Average and median price of the 71 best-selling men's jackets per brand, before tax · Average | $1,081 | 2nd of 4 · top $1,854 | How a $1,000 jacket became a luxury brand |
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| Average and median price of the 71 best-selling men's jackets per brand, before tax · Median | $995 | 2nd of 4 · top $1,815 | How a $1,000 jacket became a luxury brand |
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Percentages5
| | Against its own chart | |
|---|
| Cost of product as a share of revenue, 2022, against the gross margin it leaves behind · Gross margin | 67% | 2nd of 7 · top 76% | How a $1,000 jacket became a luxury brand |
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| Gross margins of platforms against brands and manufacturers | 67% | 4th of 8 · top 82% | Why Temu and Wish can't make money |
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| Selling, general and administrative costs as a share of revenue, 2022 | 53% | 3rd of 8 · top 59% | How a $1,000 jacket became a luxury brand |
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| Cost of product as a share of revenue, 2022, against the gross margin it leaves behind · Cost of product | 33% | 6th of 7 · top 66% | How a $1,000 jacket became a luxury brand |
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| Overall operating margin, 2022 | 11% | 7th of 9 · top 41% | How a $1,000 jacket became a luxury brand |
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Case studies covering Canada Goose
Case study — Retail & brandsHow a $1,000 jacket became a luxury brandCanada Goose built a real luxury brand in ten years. The margins prove it. The share price says it may not matter.14 min read
Case study — TechnologyWhy Temu and Wish can't make moneyWish spent 90 cents of every revenue dollar on ads to buy customers worth $10. AliExpress never profited either. Temu is next.15 min read