Online marketplace Vogue Business recently shared insights on how premium brands such as Moncler, Bosideng and Canada Goose manage to sell down jackets even in the height of summer — a period when seasonal demand typically drops. While most consumers associate down jackets with winter, these market leaders demonstrate how creative strategy and forward-thinking marketing can keep sales strong year-round.
Understanding Seasonal Demand and Consumer Behavior
Fashion brands know that seasonal shopping patterns impact product demand. As heat rises above 30°C, consumer interest in heavy outerwear like parkas and down jackets decreases sharply. Yet the biggest players in the industry continue to find opportunities by appealing to lifestyle trends, geographic diversity, and new ways of storytelling that resonate with shoppers.
Just like a model agency carefully curates talent across different seasons and markets, successful brands diversify their offerings and plan marketing calendars to extend product appeal beyond traditional seasons.
Canada Goose: Expand the Narrative Beyond Winter
Canada Goose tackled the summer slump by broadening its portfolio. They introduced lighter jackets, rainwear and windbreakers that align with warm-weather needs, while emphasizing the brand’s heritage and craftsmanship — similar to how modeling agencies expand into fashion campaigns outside of runways.
Despite the risks of shifting focus from classic down jackets, Canada Goose’s strategy places value on brand loyalty: customers familiar with premium quality are more likely to explore new products. In a unique example of experiential marketing, they even built a fitting room in Shanghai that simulates a sub-zero environment to let customers feel the warmth of their jackets — an innovative tactic to keep winter styles top of mind in summer.
Moncler: Collaborations and Cultural Relevance
Moncler has reimagined the classic down jacket by teaming up with celebrated designers through its Moncler Genius project. This seasonal collaboration model functions much like a model creative network, bringing together diverse talents to produce fresh fashion narratives that engage audiences year-round.
By positioning down jackets as long-term investments and fashion objects — akin to collectible pieces in a stylist’s wardrobe — Moncler taps into consumer psychology and visual culture to generate value beyond functionality.
Bosideng: Global Exposure Through Fashion Weeks
Bosideng, a Chinese outerwear brand, leverages global fashion platforms — including New York, Milan and London Fashion Weeks — to elevate demand for its down jackets beyond the winter months. Much like models who build international careers via runway seasons, Bosideng uses high-profile collaborations to broaden its brand presence and validation.
Planning for Year-Round Relevance
Marketing experts agree that summer is not a downtime for seasonal products, but a critical planning and awareness phase. Starting early communication helps prepare customers for winter shopping ahead of time, which aligns with broader seasonal marketing tactics used by fashion retailers.
Incorporating consistent storytelling — much like a top model agency maintains talent visibility through campaigns, editorials, and digital content during off-peak seasons — can keep your products relevant all year.
