Canada Goose

Revitalising customer-centricity at Canada Goose

Strategic Design


Canada Goose is an established global outdoors brand with a growing presence in APAC, where they’re perceived as more of a lifestyle brand than in North America.

They’ve maintained a startup mentality, but the rapidly transforming retail space means they haven’t been able to scale the level of community their brand story strives toward.

Canada Goose
Canada Goose


Operating in parallel streams with MullenLowe offices in North America, we worked with the Canada Goose brand team to better understand the employee and customer experience across key markets, thinking about what “Canadian Warmth” means in the context of China, Hong Kong, and Taiwan.

Our process included employee interviews, maturity modelling, journey mapping workshops, and service safaris at Canada Goose stores. The outputs from these were then used to develop a distinct APAC customer-centric strategy based around the cultural nuances and behaviours identified in our research.


The key shift for Canada Goose was around empowering employees to deliver an exceptional experience – understanding their needs and elevating the customer journey to all roles across the business.

We augmented this with personalisation and 1-1 communications across the digital and retail experience, connecting data and tech stacks to enable meaningful relationships with customers and deliver on their customer-centric goals.

Canada Goose

Related case studies

Go Explore more

Strategic Design x Engagement

HSBC | Transforming small business acquisition in HSBC’s largest markets


Sustainability x Strategic Design

SK-II | Evolving the SK-II loyalty program around conscious consumers


Strategic Design

LIXIL | Shaping an innovation-led employee experience at LIXIL