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Canada Goose Renforce son Engagement envers la Durabilité en Lançant le Programme Generations au Canada

La présidente de Canada Goose, Carrie Baker, a expliqué que la marque de luxe établie à Toronto souhaitait introduire le programme Generations au Canada pour renforcer son engagement envers la durabilité. (PC)

Canada Goose has announced the launch of the Generations program in the country, a platform that allows consumers to buy and exchange second-hand clothing directly from the Toronto-based luxury parka manufacturer in return for gift cards.

The items available for exchange or purchase through Generations will include the company's popular parkas, outerwear vests, snowsuits, snow pants, trench coats, fleece, and knits.

The program aims to strengthen Canada Goose's commitment to sustainability while also responding to the growing number of people seeking second-hand goods, explained the company's president, Carrie Baker.

The resale market is rapidly growing, even faster than regular commerce, and for us, it really connects with our target demographic," she said.

Ms. Baker has seen statistics suggesting that 80% of consumers under 30 years old purchase used goods, but the interest in buying second-hand items extends beyond the younger buyer cohort.

The online consignment store ThredUp predicts that the global second-hand goods market will double by 2027, reaching $350 billion. It has also found that the number of retailers offering brand resale programs tripled between 2021 and 2022 alone.

Among the brand resale programs that have recently emerged are those of the Hudson's Bay Company and Simons, as well as others from startup companies specializing in baby equipment like Rebelstork, and resellers such as LXRandCO and VSP Consignment. Canada Goose is also no stranger to the circular economy - the company has been donating fabrics and materials to remote communities and Indigenous tailors since 2009 - but it had never offered a buyback program before.

It moved in this direction in part because the number of online searches for second-hand Canada Goose products increased by 50% between 2021 and 2022, Ms. Baker explained.

While many of Canada Goose's customers keep their clothes for years, even decades, such figures convinced the company that it was possible to give people the opportunity to resell their items.

Up to 60% of the current retail price
The Generations program operates by enabling individuals interested in exchanging clothing to browse through Canada Goose's catalog using the style number of their item. This allows them to gain a sense of the potential value they could receive for their clothing through the exchange process.

Receiving customers can expect to get up to 60% of the current retail price, estimated Ms. Baker.

For example, a men's Crofton printed jacket was selling on the company's website for $650 US this month. According to the Generations search tool, individuals looking to exchange the item could potentially receive an amount ranging from $250 US to $357 US. Additionally, a women's Expedition PBI parka that retails for $1,825 US in July would fetch someone between $733 US and $1,047 US, depending on its condition, when exchanged.

Hats, gloves, mittens, scarves, masks, hood trimmings, home accessories, and shoes from Canada Goose are not eligible for the program, but Ms. Baker indicated that the company was willing to eventually relax the exclusions.

If a customer decides to proceed with an exchange, Canada Goose will send them a prepaid shipping label, and once the company receives the item, it will verify that the product is not counterfeit and then assess its condition.

Items deemed to be in excellent condition, with no visible defects, will earn the most for customers. Canada Goose will also accept exchanges of items in "very good," "good," or "fair" condition, which may have various degrees of fading, scuffs, pilling, and even tears.

Once the item review is completed, customers will receive a Canada Goose gift card. The company will make any possible repairs to the used item and then list it on the Generations website at a reduced price.

"It's evident that the price won't be identical to our main site since the item has been used," Ms. Baker pointed out.

When the Generations program was launched in the United States at the end of January, Ms. Baker indicated that about 60% of the received exchanges were parkas, and approximately 53% of them were considered to be in excellent condition.

The company founded in Toronto 66 years ago by immigrant Sam Tick under the name Metro Sportswear is betting that interesting trends will emerge in its home country. "I think Canada will be a treasure trove," observed Ms. Baker.

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