According to the publication, demand for down jackets from these brands increased last winter when temperatures in China dropped sharply. This year, the situation is different - and demand for seasonal items such as parkas and down jackets when the temperature is above 30°C has dropped again. However, companies believe there are still big sales opportunities outside of the winter season. 

Canada Goose parkas and down jackets

"We are betting on expanding our product range by introducing lighter jackets, rain jackets, windbreakers and apparel. As we continue to expand into new markets and therefore more diverse climates, our consumers trust us to expand our experience and go beyond our famous wigs." said Canada Goose CEO Dani Reiss in a conversation with Vogue Business. 

However, the publication notes that the strategy of replacing warm goods with lighter items during the warmer seasons can be risky, as outerwear is the marker that consumers come to certain brands for. Dani Reis on the contrary believes that being familiar with the high quality and materials of Canada Goose wigs, consumers will want to buy the new products as well. 

Another strategic step in Canada Goose is the process of modernizing classic models of wigs, as well as collaborations with fashion brands. The company has already worked with several, including Junya Watanabe, Y/Project, and Central Saint Martins alumna, Chinese designer Angel Chen, who designed a capsule collection for the brand using virtual 3D modeling to depict the garments against a backdrop of spring flowers and icy glaciers.

Moncler down jackets

Moncler has been working with other designers since 2018. That's when the brand launched Moncler Genius, a project designed to appeal to millennials and Generation Z. It's eight collaborations with fashion brands each season. Since then, Moncler has managed to make collaborative down jackets with Valentino, JW Anderson, Richard Quinn, Simone Rocha and others. 

Moncler has also decided to expand their range of products. In 2020, the brand launched a collection of down vests for dogs in collaboration with Poldo Dogwear Couture. Moncler and Interparfums are planning to debut a collection in 2022. 

The use of high-tech materials for improved weather protection is another undeniable plus of Moncler products, which was acquired by luxury menswear brand Stone Island in 2020. The latter is also known for its meticulous approach to choosing materials for collections. 

"High-end down jackets can be thought of as a long-term investment. The best ones are durable, expensive and don't easily lose their value, so they can be purchased as a valuable asset, similar to, say, a Birkin bag from Hermès" - according to Vogue Business. 

Since 2017, Moncler has been implementing anti-counterfeiting technology. Each of the brand's products is equipped with a smart chip, a unique string of numbers, a QR code and an NFC tag, allowing consumers to verify authenticity by scanning the code. 

Bosideng down jackets

Collaborations with famous brands, as well as participation in the world fashion weeks helped to raise demand for the product and the Chinese brand of down jackets Bosideng. The brand has collaborations with Kenzo Takada and Jean Paul Gaultier, as well as participation in New York, Milan and London Fashion Weeks. According to Gao Decan, founder and president of Bosideng, success abroad contributes to the growth of sales in the domestic market, while investments in high-performance design and nano-materials allow to raise product prices.

Prepare your sledges in summer

To prepare your customer for winter shopping, experts advise starting communication with your audience in the summer. This year, for example, Canada Goose created a special fitting room in a shopping center in Shanghai that simulates the temperature of Churchill, a town in the Canadian province of Manitoba. The fitting room is kept at -25°C so that customers can experience the warmth of Canada Goose jackets.

Chen Peng Oversize Down Jackets

Chinese designer Chen Peng, known for his over-size down jackets, in conversation with Vogue Business notes: "June is recognized in the industry as peak season for down jacket production and the first stages of advertising."

In March this year, Chen became the first winner of the Yu Prize. It was invented and launched by Chinese investor, philanthropist and scout Wendy Wu. The prize aims to find and promote young Chinese designers who can achieve international success with appropriate funding and support.

Chen focuses on advertising Chen Peng down jackets between June and August, and produces lightweight models that sell out during that time. Moncler is also utilizing summer marketing - promoting the Genius AW21 series to keep consumers warm during the peak winter season. 

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