Canada Goose Unveils Sustainable Exchange Program for Customers

Canada Goose Introduces Generations: A Platform for Second-hand Luxury Apparel

Canadian Luxury Brand Embraces Sustainability and Second-hand Market

Toronto-based luxury apparel company Canada Goose has announced the launch of Generations, a platform that allows consumers to shop for and trade in pre-loved pieces from the brand. The program aims to serve Canada Goose’s commitment to sustainability and cater to the growing demand for second-hand goods. Carrie Baker, the company’s president, stated that “the resale market is growing like crazy, even faster than just regular commerce,” and that it aligns with their target demographic.

The increasing popularity of pre-loved goods among consumers, particularly those under the age of 30, is reflected in statistics suggesting that 80 per cent of this demographic shops for second-hand items. The global market for second-hand goods is predicted to reach $350 billion by 2027, according to online consignment store ThredUp. In line with this trend, many retailers, including Hudson’s Bay and Canadian department store chain Simons, have recently introduced branded resale programs.

The Circular Economy and Canada Goose

Canada Goose has been actively involved in supporting the circular economy for over a decade. The company has been making fabric and material donations to remote communities and Indigenous sewers since 2009. However, this is the first time Canada Goose has offered a trade-in program. The decision was influenced by the significant increase in online searches for second-hand Canada Goose goods, which grew by 50 per cent between 2021 and 2022.

The Generations program allows customers to search Canada Goose’s catalogue using their item’s style number to get an estimate of the trade-in value in the form of a gift card. Trade-in customers can expect to receive up to 60 per cent of the item’s current retail price. The search tool on the Generations platform provides a range of possible trade-in values based on the item’s condition.

Trade-in Process and Product Evaluation

If a customer chooses to trade in their Canada Goose item, the company will provide a prepaid shipping label for them to send the product. Canada Goose will then assess the item’s condition, verifying that it is not a knock-off. Items in excellent condition, with no visible flaws, will receive the highest credit. The company also accepts trade-ins for items in “very good,” “good,” or “fair” condition, which may have some discoloration, scuffs, pilling, and even tears.

Once the item has been reviewed, trade-in customers will receive a Canada Goose gift card. The company will make any necessary repairs to the pre-loved item and then list it on the Generations website at a reduced price, reflecting its worn condition.

Editorial: Embracing Sustainable Fashion

The introduction of Generations by Canada Goose is a significant step towards embracing sustainable practices within the luxury apparel industry. By encouraging customers to trade in their pre-loved Canada Goose items, the company is reducing waste and extending the lifecycle of its products. This initiative aligns with the growing demand for second-hand goods and reflects a shift in consumer attitudes towards more sustainable consumption habits.

The rise of the circular economy and the increasing popularity of second-hand shopping demonstrate a growing awareness of the need to reduce environmental impact and promote ethical fashion choices. Canada Goose’s Generations program not only provides customers with the opportunity to trade in their items but also offers access to luxury apparel at reduced prices for those who are looking for high-quality pieces at a more affordable price point.

Advice for Consumers

For consumers interested in participating in Canada Goose’s Generations program, it is essential to consider a few factors. First, ensure that the item being traded in meets the brand’s criteria for acceptance, as certain products, such as hats, gloves, and footwear, are currently not eligible. Second, carefully evaluate the condition of the item, as this will impact the trade-in value. Items in excellent condition will yield the highest credit.

When shopping for pre-loved Canada Goose items on the Generations platform, it is crucial to understand that these items have been worn and may have visible signs of use. However, the reduced price reflects this worn condition. By embracing second-hand shopping through programs like Generations, consumers can contribute to a more sustainable fashion industry while still enjoying luxury and quality.

In conclusion, Canada Goose’s Generations program represents a significant step towards sustainability and ethical practices in the luxury apparel industry. With the growing demand for second-hand goods and the rise of the circular economy, initiatives like this empower consumers to make more conscious fashion choices. By supporting trade-ins and promoting the purchase of pre-loved items, Canada Goose sets an example for other brands to follow in their pursuit of a more sustainable future.