Looking into target market group for Canada Goose - 15/02/2023

Looking into target market group for Canada Goose

Daisy Jackson / 15/02/2023

To begin research for Canada Goose (as I have already researched into the target market groups for Ralph Lauren - my other chosen luxury brand), I think it is a great step forward to look at the target market group for Canada Goose. This way I have a better understanding on who the products are aimed for as well as the packaging. 






When searching into the target market group, these were the results:


Millenials are individuals born around the 1980s and 1990s. Gen-Z includes individuals born from 1996 to 2010. This shows a large age bracket difference and shows how Canada Goose's clothes interest individuals of all ages. This is great as it is a flexible target market group.


The Canada Goose Chilliwacker (the PBI range), seems to come in all different sizes fitted for a variety of age groups. Personally from this I feel like the target audience is extremely flexible.

This means when creating my packaging I have to think of an idea that interests all age groups. So in this case, I cannot make it too childish and I cannot make it non-understandable for children. 

Due to the PBI range ofcourse relating to Polar Bears International - helping polar bears research and so on, I want to focus on this in an interesting and illustrative way. Animals do not have a target audience as they are loved by many. Animals don't just interest children but they interest adults too. This is great for me as let's say if I illustrated a polar bear on the front of the packaging, then this would not impact the target audience. The way the polar bear is presented however is an issue as if I illustrate an aggressive polar bear, I am not sure if children would be interested in this.

I want to create a poster type packaging as this is resuable and sustainable and would ba great for individuals to keep and allow it to live it on forever or as long as they want. 

I want to use this to promote PBI and Canada Goose's contributions.

As well as this, I want to focus on their other partnerships or contributions to the United Nations 17 goals of sustainability. 

To conclude, my target audience will mostly be centred around those interested in Canada Goose as a brand and wanting to learn more about them. Those interested in climate change and sustainability are great for this - as well as those curious on how they can improve the world and how they can contribute the same way as Canada Goose do. The age bracket will be quite large ranging from children all the way to late 40s.

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