China Business Daily (reporter Chen Qing) down jacket brand Canada Goose has "overturned" again. Recently, there are media reports that the Canada Goose down jacket purchased by consumers is hairy all over the body, and the brand side has not yet given maintenance. Not only was the quality problem exposed, but Canada Goose was also fined for false publicity.
The Canada Goose rolled over again
Recently, many media have exposed that the Canada Goose down jacket bought by consumers has been hairy and sent back for repair. It is reported that consumer Ms. Han bought a Canada Goose down jacket abroad in 2018, which cost about 5,000 yuan to convert into RMB. In the winter of 2020, she found that the down jacket had been worn for half a day, and she went home full of white goose feathers, but it was returned to the manufacturer for repair. Moreover, this year, the phenomenon of down jacket hair loss has become more serious, and Ms. Han sent it back for repair but was returned again. Canada Goose replied to Ms. Han's email: "After inspection, the phenomenon of fleece running on clothes is not serious. Due to the checkered thread inside the clothes, the position of the sewing thread is slightly fleece, which is a normal situation that cannot be completely avoided. ”
The incident attracted widespread attention. For the quality of Canada Goose, ms. Han alone questioned it. On the black cat complaint platform, the China Business Daily reporter saw that some users complained that the expedition down jacket purchased in the Canada Goose Tmall flagship store not only had more threads, but also the back label was sewn crooked; there were also consumers who reported that the cloth head of the purchased Canada Goose down jacket was seriously off-line, and the collar was hair-dropping.
It is worth noting that on November 26, the topic of "Canada Goose Penalty Decision Letter is Simply a Down Jacket Purchase Guide" rushed to the first place in Weibo's hot search. According to the national enterprise credit information publicity system, an administrative penalty decision on Canada Goose shows that canada goose's official Tmall flagship store publishes in the "refund instructions" that "involving damaged or used goods, if refunded due to quality problems, if necessary, it needs to be identified by an authoritative quality inspection department or Canada Goose quality department, and Canada Goose reserves the right of final judgment." The content of this clause expands its right to judge the product without authorization, excluding other rights that consumers should enjoy according to law due to product quality defects. Subsequently, the Canada Goose flagship store revised this clause.
Yan Jindong, a lawyer at Beijing Jinfu Law Firm, told China Business Daily that in the face of such problems, consumers can first retain relevant evidence, negotiate with the enterprise first, and if they cannot reach an agreement, they can seek help in safeguarding their rights from the 12315 platform or consumer association organizations, and can also file a lawsuit with the court in accordance with China's Consumer Rights and Interests Protection Law and other laws.
The storm continues
Not only were there quality issues, Canada Goose was also fined for false publicity. According to the National Enterprise Credit Information Publicity System, Canada Goose Affiliated Company Xiji (Shanghai) Trading Co., Ltd. used advertisements to falsely publicize goods or services, deceive and mislead consumers, and was fined 450,000 yuan by the Shanghai Huangpu District Market Supervision and Administration Bureau, and ordered to make public corrections, ordered to stop publishing, and ordered to make corrections.
According to official information, there are two main problems with the parties. First, its claim that "Hutterite down is the warmest Canadian down" was found to be "unfounded"; second, of the 190 down garments it sold, goose down products accounted for about 16.8%, duck down products accounted for about 83.2%, that is, most of the down jackets it sold did not use high fluffy goose down with better thermal insulation performance, but used duck down with lower fluffiness. Therefore, it is inconsistent with the facts that the parties generally called the down used in their products "excellent and warmest". In this regard, some consumers joked: "Where is the Canada goose, this is the Canadian duck." ”
Industry insiders say that if such problems continue to arise, the reputation that Canada Goose once built up may soon be "ruined".
"A series of problem incidents have made me a little disappointed in Canada Goose, and its service is not as good as before." Consumer Ms. Wang told reporters that when Canada Goose just opened a flagship store on Tmall, cleaning down jackets were sent back to Canada Goose official, and now if you want to clean the official customer service will recommend some cleaning shops in various cities, but you will still have concerns about third-party cleaning.
Dangerous
Canada Goose has been doing well in the Chinese market. According to public information, Canada Goose entered China since 2018 and has more than 15 stores in China so far, while its number of stores in Canada is only 9. At the beginning of this year, Canada Goose stores in Beijing and Shanghai once lined up to buy. Dani Reiss, president and CEO of Canada Goose, said that the company's revenue growth in the second quarter of this year was mainly due to the rapid growth of e-commerce channels and the contribution of the Greater China market, and will continue to be optimistic about the development of its brand in the Chinese market.
But now their own problems are frequently exposed, and at the same time, down jacket rising stars continue to emerge, or will have an impact on Canada Goose. On the one hand, the French high-end down jacket brand Mengke and Canada Goose have always been inseparable; on the other hand, in recent years, the domestic brand Bosideng, which has been constantly developing in the high-end market, is also regarded as one of the strong competitors of Canada Goose.
The China Business Daily reporter noticed that the domestic down jacket that had been complained about as "dirty and expensive, and the quality is not good" has now changed dramatically. In particular, Bosideng, in recent years, has continuously changed its design, done publicity, and embarked on the international runway, which has added a lot of good reputation to the brand. It is reported that this year Bosideng also launched a down jacket with a price of more than 10,000 yuan, which was designed by Bosideng and the former design director of Burberry.
Bosideng's series of moves can be seen in its ambition to vigorously develop the high-end market. For example, Bosideng and Jean Paul Gautier, the founder of the Golden Age of Hermès, launched a joint model. At Milan Fashion Week, Nicole Kidman wore Bosideng to the catwalk, and Anne Hathaway and Wendi Deng also wore Bosideng to advertise it.
Some consumers said that if Canada Goose is not as good as advertising, the cost performance is not high, and Bosideng design is prominent, they are more willing to support domestic brands.
An industry insider who is an international brand agent told the China Business Daily reporter that some international big-name down jackets and outdoor brand cold clothing are actually manufactured by domestic factories. The same raw materials, the factory can not sell a good price, after the affixed to foreign brands the price immediately doubled.
A fashion person told reporters that Mengkeshu constantly uses designer limited editions to highlight the scarcity of its down jackets and increase consumers' desire to buy. Canada Goose uses expensive classics to shape its own expensive characteristics, and celebrities and entrepreneurs have also bought them, thus seizing the minds of consumers. In fact, what is sold is a psychological value that goes beyond the actual use value.
"There will always be a market for warm, easy to wear, and practical clothes." People in the industry generally believe that whether it is from the perspective of respecting consumers or valuing the reputation of its own brand, Canada Goose should still do real publicity, and for individual cases, it should be resolved as soon as possible in order to seek long-term development, "After all, down-to-earth quality assurance is the last word of development." ”
At the same time, industry insiders also remind consumers that no matter what gimmicks clothing manufacturers throw, what suits them is the best.