CANADA GOOSE ACQUISITION
Photo courtesy of canada-goose.com
RBA WORKED WITH CANADA GOOSE AND CANACCORD GENUITY, THE INVESTMENT BANKING ADVISER TO THE BRAND, TO CREATE A MARKET POSITIONING REPORT ASSESSING THE OVERALL STATUS OF THE BRAND, EVALUATING ITS EXISTING MARKET FOOTPRINT, AND ITS OPPORTUNITIES FOR GROWTH BOTH SHORT AND LONG TERM.
IN DECEMBER 2013, BAIN CAPITAL LLC ACQUIRED A MAJORITY STAKE IN CANADA GOOSE INC.
MARKET POSITIONING | RBA identified brand adjacencies and established Canada Goose’s position within the US and international markets. RBA prepared an analysis of the brand’s competitive landscape based on the product’s pricing, functionality, aesthetics and distribution.
BRAND MESSAGE & PERCEPTION | RBA identified the brand’s core values as well as key attributes including signature products, imagery and identifiers to define the brand message. Furthermore RBA evaluated the brand's marketing strategy and the customer’s brand perception and awareness and provided recommendations for improvement.
DISTRIBUTION | RBA analyzed the brand’s wholesale and retail distribution both online and offline and defined growth opportunities. Additionally, RBA evaluated the brand’s sales strategy and identified best practices and efficiencies in the domestic and international market.
PRODUCT EXTENSIONS | Product extension viability and potential licensing partnerships were evaluated based on the brand’s capabilities, market growth potential and customer preferences. RBA used case studies to analyze industry best practices.