A Very Cool Growth Story with Carrie Baker, President, Canada Goose
Remarkable Retail
The Importance of Performance in Luxury Branding
Luxury brand Prada says it starts with product. The $50 handbag carries around stuff just as well as the $2,000 handbag,. But because you bring in this performance dimension, does that change the way you think about marketing? "We're not trying to be something or not"
Joining us for the second of several episodes recorded at the Wizeline remote podcast studio/beach cabana at Mandalay Bay during Shoptalk 2023 is Carrie Baker, President of Canada Goose, the performance luxury brand that has grown to more than 50 of its own stores, along with an expansive online and global wholesale presence.
In a wide-ranging interview we learn about the brand's legendary history and its unique positioning in the luxury retail world. We get Carrie's perspective on the complementary role of direct-to-consumer and whole partnerships in driving growth while maintaining a memorable and authentic experience. We learn the origin of Canada Goose's truly remarkable "Cold Rooms," the role of innovation, and how the company works to assure authenticity. We also discuss its recently launched resale program.
As usual we kick-off with a fast-paced review of the week in retail news, including the US Census Bureau's monthly sales report which suggests more storm clouds on the horizon.Then we un-pack Amazon CEO Andy Jassey's Annual Letter, which points to expected continued economic headwinds but a commitment to figuring out a physical retail strategy for grocery. Then it's a quick jaunt to the Wobbly Unicorn Corner touching on Walmart's unloading of Bonobo's, Caspers fire sale of its Canadian business, and Rent the Runway's continued profitless prosperity. We close calling BS on UBS's blaming e-commerce for the predicted shutting of 50,000 stores.
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About Carrie
Recognized as a dynamic and collaborative leader, Carrie oversees the global commercial business, as well as Marketing, Experience, and Insights. Driven by an entrepreneurial spirit, she is responsible for driving the company’s growth and customer engagement. In her previous role as President, North America, she established a high-performance team and led the region’s significant business acceleration. Carrie previously held the roles of Chief of Staff and Chief Communications Officer, helping lead the company through critical initiatives including its successful IPO and development of its industry-leading Sustainable Impact Strategy. Prior to joining Canada Goose in 2012, she was a Senior Vice President at a North American communications agency specializing in coaching executives and building the brands of some of North America’s largest retail, technology and consumer goods companies. Carrie was named WXN Top 100 Most Powerful Women Canada in 2019 and serves on the Board of Directors of Trillium Health Partners Foundation.
About Us
Steve Dennis is an advisor, keynote speaker and author on strategic growth and business innovation. You can learn more about Steve on his website. The expanded and revised edition of his bestselling book Remarkable Retail: How To Win & Keep Customers in the Age of Disruption is now available at Amazon or just about anywhere else books are sold. Steve regularly shares his insights in his role as a Forbes senior contributor and on Twitter and LinkedIn. You can also check out his speaker "sizzle" reel here.
Michael LeBlanc is the Founder & President of M.E. LeBlanc & Company Inc and a Senior Advisor to Retail Council of Canada as part of his advisory and consulting practice. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience, and has been on the front lines of retail industry change for his entire career. Michael is the producer and host of a network of leading podcasts including Canada’s top retail industry podcast, The Voice of Retail, plus Global eCommerce Leaders podcast, and The Food Professor with Dr. Sylvain Charlebois. You can learn more about Michael here or on LinkedIn.
Be sure and check out Michael's latest venture for fun and influencer riches - Last Request Barbecue, his YouTube BBQ cooking channel!
About Us
Steve Dennis is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling authro of two books: Leaders Leap: Transforming Your Company at the Speed of Disruption and Remarkable Retail: How To Win & Keep Customers in the Age of Disruption. Steve regularly shares his insights in his role as a Forbes senior retail contributor and on social media.
Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career.
Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.
Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.
Rethink Retail has recognized Michael as one of the top global retail experts for the fourth year in a row, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.
Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.
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