Why?

為什麼呢？

An effort to poverty-proof the school environment, shielding low-income students from feeling bad about not having a pricey coat.

試圖讓校園不要出現貧困環境，讓低收入學生不會因為自己沒有一件昂貴的外套而感到自卑。

Canada Goose jackets cost anywhere from 500 to 1,500 dollars, and they're not just popular in English high schools.

加拿大鵝的夾克價格從 500 美元到 1,500 美元不等，而且它們不僅僅在英國高中流行。

They're everywhere.

它們無所不在。

How did these coats get so popular?

這些大衣怎麼變得這麼受歡迎的？

And why are they so expensive?

以及它們為什麼這麼貴？

Canada Goose started out as a working-class brand, and it was really focused on the working-class laborers up in Canada.

加拿大鵝一開始是個勞工階級的品牌，它真正關心的是加拿大的工人階級勞工。

Canada Goose was founded in 1957 by Sam Tick in a warehouse in Toronto, and it was originally called Metro Sportswear.

加拿大鵝於 1957 年由 Sam Tick 在多倫多一間倉庫裡創立，它最初的名稱是 Metro Sportswear。

By the '80s, people were sporting the company's jackets in the coldest places on Earth.

到了 80 年代，人們開始在地球上最寒冷的地方穿上這間公司的夾克。

Its Expedition Parka became standard-issue at Antarctica's McMurdo Station, where the scientists nicknamed it "Big Red".

它的 Expedition Parka 成為南極麥克默多站的標配，科學家們暱稱它為「大紅」。

And, in 1982, one of the company's jackets made it to the top of Mt. Everest on the back of Laurie Skreslet, the first Canadian to summit the mountain.

而在 1982 年，該公司的一件夾克被首位登上聖母峰頂的加拿大人 Laurie Skreslet 穿上世界之巔。

So, we're always trying to find the authentic in a saturated world that's kinda contaminated by materialism.

我們總是試圖在一個被物質主義汙染的飽和世界中找到真實的東西。

You get those credentials through the craftsmanship.

你要透過匠心才能得到這些憑證。

You also get it through a history of the brand, where it's born of experiences that were actually real that then became products.

你也可以透過品牌的歷史來了解，它的誕生其實是真實體驗，然後成為產品。

So, what do Canada Goose jackets have that others don't?

那麼，加拿大鵝夾克有什麼與眾不同的呢？

The company uses high-quality Canadian Hutterite down, recognized as one of the highest-quality in the world.

該公司採用是世界上公認品質最好的加拿大哈特石羽絨。

The company claims its animal fur trim disrupts air flow and protects exposed skin against frostbite.

該公司宣稱，其動物毛皮裝飾會破壞空氣流動，保護裸露的肌膚不被凍傷。

In fact, Canada Goose says its jackets can withstand temperatures as low as -30° Celsius.

事實上，加拿大鵝表示，其夾克可以承受低至攝氏零下 30 度的氣溫。

And that sort of quality doesn't come cheap.

而且這種品質並不便宜。

Western coyote fur, similar to what Canada Goose uses, is estimated to cost 104 dollars.

與加拿大鵝使用皮毛類似的西部小狼皮毛價格估計為 104 美元。

People need that kind of performance, that kind of functional quality in their day-to-day lives.

人們在日常生活中需要這樣的性能以及功能性品質。

And it's unusual to see such a brand transform into a luxury brand, but Canada Goose has been very successful at making that transition.

這樣的品牌轉型為奢侈品是很不尋常的，但加拿大鵝在這個轉型上非常成功。

By the turn of the millennia, the company got a new CEO who would revolutionize the name "Canada Goose" into the luxury brand we know today.

到了千年之交，公司有了新的執行長，他將「加拿大鵝」這個名字徹底變成了我們今天所熟知的奢侈品牌。

In 2001, Sam Tick's grandson, Dani Reiss, was named as the company's president and CEO.

2001 年，Sam Tick 的孫子 Dani Reiss 被任命為公司的總裁兼執行長。

He started expanding the brand in Stockholm.

他開始在斯德哥爾摩拓展品牌。

His commitment to quality limited supply, but that only increased demand.

他對品質的承諾限制了供應量，但那只提升了需求量。

The brand spread throughout Europe, mainly on word-of-mouth.

該品牌憑藉著口碑傳播到全歐洲。

Then, Reiss targeted America.

接著 Reiss 就把目標鎖定在美國。

His parkas became the unofficial uniform for cold-weather film crews, and in 2004, the coats made it in front of the camera.

他的 parka 羽絨外套成了寒冷天氣電影攝製組的非正式制服，而在 2004 年，這些大衣出現在鏡頭前。

Reiss continued to market through the silver screen, sponsoring film festivals in cold places like the Berlin Film Festival and Sundance.

Reiss 繼續通過大螢幕進行營銷，贊助柏林影站和日舞影展等寒冷地區的電影節。

And its US exposure hit a new high in 2013 when Kate Upton donned a Canada Goose parka on the cover of "Sports Illustrated".

而其在美國的曝光率在 2013 年達到新高度，當時模特兒凱特·阿普頓身穿加拿大鵝大衣登上了《運動畫刊》的封面。

Cultural marketing is that the products are part of the culture, and the advertising is actually the product just living lives with the people who use it.

文化營銷就是展示產品是文化的一部分，而廣告則其實只是產品和其使用者共同生活。

Through that association, they really raised their stature, and, again, that's an interesting, authentic way that Canada Goose made its entrance into the luxury market.

透過這種關聯性，他們真正提高了自身地位，而這也是加拿大鵝進入奢侈品市場的一種有趣、真實方式。

There has been some backlash, though.

不過也是有一些反彈。

PETA has protested against the company's production methods and pushed the company to use a cruelty-free alternative.

善待動物組織 PETA 對該公司的生產方式提出了抗議，並訴求該公司使用無殘忍的替代品。

Despite the protests, the company is on the upswing.

儘管這些抗議，公司卻持續在成長。

At the end of 2013, Reiss sold a majority stake in the company to Bain Capital, which allowed the company to expand manufacturing in Toronto and Winnipeg, and eventually open a store in New York City.

在 2013 年底，Reiss 將公司的大部分股份賣給了貝恩資本，使公司得以在多倫多和溫尼伯擴大生產規模，並最終在紐約市開店。

Its expansion continued for 4 years, and in 2017, the company went public.

其擴張持續了 4 年，直到公司於 2017 年上市。

On its first day of trading, the company's stock jumped 25%, and it's continued to rise through most of 2018.

上市首日，該公司股價大漲 25%，並在 2018 年大部分時間當中持續上漲。

The company's revenue has increased from 291 million Canadian dollars in 2015 to 591 million Canadian dollars in 2018, a 77% increase.

公司的收入從 2015 年的 2.91 億加元增加到 2018 年的 5.91 億加元，增長了 77%。

The world seems to have shifted from materialistic displays of wealth and status to more experiential displays.

這個世界似乎已經從物質主義的財富和地位展示轉向了更多的體驗式展示。

New luxury is really aligned with the new consumers, which I call HENRYs, the High Earners Not Rich Yet.

新奢侈品真正地與新消費者保持一致，我稱之為 HENRYs，也就是「還不富裕高收入者」的縮略詞。

New luxury appeals to them.

新的奢侈品對他們有吸引力。

I mean, it's more⏤it's substance over style, democratic luxury rather than elitist luxury reserved just for... for the wealthy.

我的意思是，它更多的是內涵而不是風格、是民主的奢華而不是富人獨有的精英奢華。

Canada Goose has found a niche between accessible outerwear like Patagonia and exclusive outerwear like Montcler and Prada.

加拿大鵝在 Patagonia 這樣平易近人的外衣和 Montcler 與 Prada 這樣的高端外衣之間找到了一個定位。

In 2018, the company accounted for 6% of the 11-billion-dollar premium outerwear market.

該公司 2018 年佔貢獻了 110 億美元給高級外衣市場，約 6%。

Traditional luxury, which is very much hinged on exclusivity and elitism just reserved for the wealthy, is being disrupted by new luxury ideals that young consumers are bringing into the marketplace.

傳統的奢侈品非常注重獨佔性和精英性並只專屬於富人，但年輕消費者帶來的新奢侈品理想正在顛覆市場。