Why Canada Goose sees sustainability as key to fashion’s future – CEO Dani Reiss explains

The latest instalment in our On Work series with luxury CEOs. This month: Dani Reiss, CEO of luxury winter jacket brand Canada Goose Work experience 2001-present: President and CEO of Canada Goose 1997: Joined Canada Goose How do you think the fashion industry will change after Covid-19? The long-term impact of Covid-19 has yet to be fully realised, [regarding] businesses and consumers alike. While we don’t know what’s on the other side yet, there will be wide-ranging impact on both how brands conduct their businesses and how consumers engage with them. Regardless of that, we’re confident that we are well-positioned and our brand is strong enough to withstand the current climate. That’s not our only focus – we feel the responsibility to do more and help in whatever way we can. Society, consumers and the world will remember those who answered the call, and once we’re through this, we cannot forget what we’ve learned. How do you communicate with consumers during this global pandemic? View this post on Instagram @kateupton, Goose Person and internationally renowned supermodel, actress and @polarbearsinternational Ambassador. She’s focused on building a better future for the next generation—starting with raising awareness around the challenges facing wild polar bears #CGxPBI Image credit: @voguemagazine A post shared by Canada Goose (@canadagoose) on Feb 3, 2020 at 7:30am PST These unprecedented times call for decisive and collective action, but it also requires brands to listen carefully and monitor [their business] so they’re not tone deaf to the current situation. We’ve changed some of the content in our social channels, while staying true to who we are. We’ve also been upfront about some of the actions we are taking. Is Coronavirus increasing online luxury shopping? As part of our Canada Goose Response Program, we have donated 1 million yuan (US$140,000) to the Wuhan Charity Federation to help fight the virus and to express our deepest gratitude to the medical and health care workers who are working tirelessly on the front line to combat the outbreak. In Canada, we are uniquely positioned to re-tool our facilities and refocus our teams to produce a variety of personal protective equipment, having one of the largest apparel manufacturing infrastructures in the country. In total, we have plans to deliver up to 1.5 million gowns. Any unintentional profits, potentially derived from efficiencies, will be donated to Covid-19 relief funds. Canada Goose has declared carbon neutrality by 2025. What are the steps to achieve this? The first step was to conduct a thorough analysis of our business and report those findings, which we’ve completed with the release of our first sustainability report. Through our Sustainable Impact Strategy, we plan to achieve or exceed our target of zero Scope 1 and 2 emissions by the end of 2025. We will achieve this through transforming how we do business – everything from increasing our use of renewable energy, to adopting more recycled materials, and reducing waste. We have created three global Employee Advisory Groups, a Sustainability Working Group and an Executive Sustainability Steering Committee, all of which are responsible for identifying sustainability issues and opportunities and putting them into action. As part of our accelerated Sustainable Impact Strategy, we will be investing in strategic offsetting projects, equivalent to 200 per cent of our annual greenhouse gas emissions. We will continue to offset at this level to transform business operations to achieve our 80 per cent emissions reduction targets by 2025. China’s coronavirus response showed its ‘evolution into a world superpower’ Part of the sustainability plan is using reclaimed fur. Are you concerned it will jeopardise Canada Goose’s revenue? No, we believe that doing good is good for business – and at the heart of our announcement to start using reclaimed fur is that we are making a sustainable resource more sustainable, thus reducing our impact on the environment. We plan to launch a consumer buy-back programme – for Canada Goose customers who are not using their fur or do not need it any more. We will also close a loop within our own warranty programme, reusing returned fur on warranty products. We also believe there is a significant fur supply available globally, and we’ve already started exploring how we can integrate that into our own manufacturing. How important is sustainability to fashion’s future and Canada Goose? View this post on Instagram A gripping look at the work of @polarbearsinternational, as they fight to preserve wild polar bears and the Arctic habitat they call home. This is Bare Existence #CGxPBI A post shared by Canada Goose (@canadagoose) on Feb 10, 2020 at 12:03pm PST Fashion and all businesses need to step up to make a change now to ensure that our planet has a future. More consumers are [studying] brands to understand the steps they are taking to limit their impact on the environment – businesses that are driving real change will be the ones to survive. Today, with the commitments we’ve outlined in our Sustainability Impact Strategy, we’re putting a stake in the ground, setting aggressive goals and taking real action – all to ensure a future for our planet. What are the biggest challenges that the fashion industry faces when it comes to sustainability? How the world conducts business needs to change – and those changes are substantial. Changing decades of practice to a new way of approaching business is no small feat – but those that do so will survive. Businesses have a moral obligation to step up to drive immediate and long-term change – we can’t wait for [laws] to be legislated. Even in uncertain times, now is the time to take action to protect our planet. Meet Joann Cheng, Lanvin’s interim CEO and chairwoman of Fosun Fashion How did you transform parkas into a fashion staple? View this post on Instagram The Kirkfield Bomber—as seen here on Riley Harper—was inspired by the heritage styles worn by pilots. It’s built for function—wherever your travels take you. A post shared by Canada Goose (@canadagoose) on Jan 9, 2020 at 12:00pm PST Authenticity is at the core of Canada Goose and that’s what our brand was built on. We make authentic products which work and that’s ingrained in our DNA. What sets us apart is that we are a real brand with strong values and products that work. Real brands have a history, a heritage and a reputation – and that can’t be invented overnight. What’s the secret behind Canada Goose’s huge success in China? I think what resonates in China is what resonates everywhere – high-quality products that are made to last and perform. Our business began by manufacturing best products for people who live and work in the coldest places on Earth. Once people put on our jackets, they will understand what it means to be truly warm. Canada Goose is popular among young consumers. Do you have an approach to winning the millennial and Gen Z market? Millennials and Gen Z consumers want to know what companies are doing to manage their impact on the environment. They want to buy from a company that is good for the [environment] and they are mindful of how and where the products are made. Our commitments in our Sustainable Impact Strategy will resonate with these consumers. Want more stories like this? Sign up here. 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