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  • This jacket has been banned from a UK high school.

    這件外套已經被英國一所高中禁止使用。

  • Why?

    為什麼?

  • An effort to poverty-proof the school environment.

    努力使學校環境不致貧困。

  • Shielding low-income students from feeling bad about not having a pricey coat.

    屏蔽低收入學生,不讓他們為沒有一件昂貴的外套而感到難過。

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

    加拿大鵝夾克的價格從500美元到1500美元不等,而且它們不僅僅在英語高中流行。

  • They're everywhere.

    他們到處都是。

  • How did these coats get so popular?

    這些大衣怎麼會這麼受歡迎?

  • And why are they so expensive?

    那為什麼這麼貴呢?

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

    加拿大鵝一開始是一個工人階級的品牌,它真正關注的是加拿大上層的工人階級勞工。

  • 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在多倫多的倉庫裡創立,它最初的名字叫Metro Sportswear。

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

    到了80年代,人們在地球上最寒冷的地方也能穿上該公司的夾克。

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

    它的Expedition Parka成為南極洲麥克默多站的標配,科學家們給它起了個綽號叫 "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,該公司的一件夾克衫在第一個登頂珠峰的加拿大人Laurie Skreslet的背上登上了珠峰之巔。

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

    所以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.

    你通過匠心得到這些憑證。

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

    你還可以通過品牌的歷史來了解,它的誕生其實是真實的體驗,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別人沒有的呢?

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

    公司採用的是世界上公認品質最高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,保護裸露的皮膚不被凍傷。

  • 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零下30攝氏度的溫度。

  • 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.

    西部小狼皮毛,與加拿大鵝使用的皮毛類似,估計價格為104美元。

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

    人們在日常生活中需要這樣的性能,這樣的功能品質,這樣的品牌轉型為奢侈品牌是很不尋常的,但加拿大鵝在這種轉型上非常成功。

  • 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CEO,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CEO。

  • 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,但這隻會增加需求。

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

    該品牌主要靠口碑傳播到整個歐洲。

  • Then Reiss targeted America.

    然後雷斯把目標鎖定在美國。

  • 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parkas成了寒冷天氣電影攝製組的非正式制服,2004年,這些大衣登上了鏡頭前。

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

    雷斯繼續通過銀幕進行營銷,贊助柏林電影節和聖丹斯等冷門地方的電影節。

  • And its U.S. 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年達到了一個新的高度,當時凱特-厄普頓身穿加拿大鵝大衣登上了《體育畫報》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 that use it.

    文化營銷就是產品是文化的一部分,廣告其實就是產品只是和使用它的人一起生活。

  • 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.

    通過這種關聯,他們真正提高了自己的地位,這又是加拿大鵝進入奢侈品市場的一種有趣、真實的方式。

  • There has been some backlash though.

    雖然有一些反彈。

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

    PETA對該公司的生產方式提出了抗議,並推動該公司使用無殘忍的替代品。

  • Despite the protests, the company is on the upswing.

    儘管遭到抗議,但公司仍在上升。

  • 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.

    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 four years, and in 2017, the company went public.

    其擴張持續了4年,2017年,公司上市。

  • 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年大部分時間裡持續上漲。

  • The company's revenue has increased from CAN$291 million in 2015 to CAN$591 million 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 o 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.

    新奢侈品真正與新的消費者保持一致,我稱之為HENRYs。

  • The High Earners Not Rich Yet.

    高收入者還不富裕。

  • New luxury appeals to them.

    新的奢侈品對他們有吸引力。

  • I mean, it's more substance over style, democratic luxury rather than elitist luxury reserved just 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隻留給富人的精英主義奢華。

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

    加拿大鵝在巴塔哥尼亞這樣平易近人的外衣和Montcler和Prada這樣的獨家外衣之間找到了一個定位。

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

    2018年,該公司佔110億美元高級,上等外衣市場的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,只是專屬於富人的,但年輕消費者帶來的新的奢侈品理想正在顛覆市場。

This jacket has been banned from a UK high school.

這件外套已經被英國一所高中禁止使用。

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Why Canada Goose Jackets Are So Expensive | So Expensive

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    ayane 發佈於 2019 年 11 月 07 日
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