business news in context, analysis with attitude

Last Wednesday’s Eye-Opener was about how Canada Goose has decided that one way to sell high-end winter parkas that cost $1,000 or more is to approximate the weather conditions in which the coat might be worn.

Which is why, according to Bloomberg, “The company is adding frigid rooms to some of its stores where shoppers can test the luxury coats in temperatures as low as -25 degrees Celsius (-13 Fahrenheit). A Montreal location, which opened Friday, is the fifth to include the fancy freezer, and Beijing will join later this year as the company rolls out its China expansion plan.”

It is, I wrote, Canada Goose’s own approach to going beyond simply being a coat company for rich folks … it is about selling a solution, not a product.

One MNB reader was not amused:

I can’t be the only one that thinks the Eye-Opener part is how needless the waste of energy and refrigeration chemicals because, honestly, few are buying this coat for the warmth factor - it’s a status symbol.

This type of over-the-top disregard of our environment and energy usage is indicative of the waste in our world and frankly what’s wrong with us as humans. Meanwhile, in my city, the temperatures are plummeting and homeless people are living in tents this winter, in Wisconsin. A luxury company like this could take the money they spent on freezers and donate coats to those that are really cold or help build homeless structures. But that doesn’t lend itself to selfies, eh? So, yeah, it is an Eye-Opener.

Fair point. I am reminded of what F. Scott Fitzgerald once wrote, in a short story entitled “All The Sad Young Men:”

“Let me tell you about the very rich. They are different from you and me. They possess and enjoy early, and it does something to them, makes them soft where we are hard, and cynical where we are trustful, in a way that, unless you were born rich, it is very difficult to understand. They think, deep in their hearts, that they are better than we are because we had to discover the compensations and refuges of life for ourselves. Even when they enter deep into our world or sink below us, they still think that they are better than we are. They are different.”

I also like what football coach Barry Switzer said about the same subject:

Some people are born on third base and go through life thinking they hit a triple.”
KC's View: