Canada Goose's VR expertise takes buyers on a surreal tour of Southern California


At a time when in-store shopping is waning and personal activations are limited, outerwear brands like Canada Goose need to develop alternative experience programs that still cause excitement on product.

The Toronto-based brand recently opened up a new way to try out their high-end winter jackets by launching their first virtual reality experience in partnership with luxury multi-brand fashion house The Webster. The two companies launched a free 3-D tour of Southern California on The Webster website, allowing customers to create Canada Goose-style avatars to represent animated versions of attractions like the Santa Monica Pier, Hollywood Sign, Joshua Tree, and Exploring Big Bear.

Penny Brook, CMO of Canada Goose, said the goal of activation is to combine storytelling and pandemic-proof experience marketing to show how his styles can be worn in different outdoor settings. The featured styles can also be purchased exclusively from The Webster website.

Brook also cited a 2020 Deloitte study that predicted that nearly 100 million consumers will be shopping with VR and AR within the next year. This also prompted the company to invest in VR activation. Even before the pandemic, e-commerce marketers were advising brands to use AR and VR technology to reach customers on vacation or risk falling behind. Many follow suit.

For the Chilliwack bomber jacket, players can take a first-person flight over snow-covered Los Angeles.Canada Goose / The Webster

"Through an interactive expedition of these modern landscapes, we are enabling consumers to use a brand new perspective to discover the world around them," said Brook. “We inspire everyone to deal with the outside world – in this case a virtual world, but a powerful one that can affect the real world. Whether you're venturing into a cityscape, mountain scenery, or desert scene, this 3D animated exploration will help you identify the essential gear for your next adventure. "

In the past six months, Canada Goose worked with The Webster to develop three VR concepts and recruited Pussykrew, a collective of digital artists from New York, to create the art and CGI elements for the project.

According to Brook, the brand's 25-year relationship with the film industry has made Southern California a natural place to experience. More importantly, being in California has allowed the brand to illustrate styles in three different environments with different climates and weather conditions.

"While this is a fantasy, our goal was to ensure that the use and location did not deviate from what can be worn in reality," she added.

Customers can experience the following when they participate:

  • For the Chilliwack bomber jacket, an ego flight over a snow-covered Los Angeles avatar leads to the Hollywood Sign and the Santa Monica Pier.
  • For the Approach Jacket, a free video game allows people to explore the mountains of Big Bear. The jacket mirrors the Skreslet Parka, a style co-designed by Laurie Skreslet, the first Canadian to reach the summit of Mount Everest.
  • For the Alliston Parka, players can walk through a remote movie set in Joshua Tree via third party avatars.

As this is a first-time VR activation for Canada Goose, her team will rely heavily on how customers react to the experience, according to Brook, to inform whether and how the brand will invest in similar projects in the future, even after the pandemic .

"As the world continues to change and we research what diversifying marketing channels means to us, we look forward to translating consumer feedback from this campaign into future projects," she said, "and gaining a deeper understanding of what our consumers do. " seeks and wants to engage with this type of experience. "


Jeffrey Rabinowitz