Canada Goose Holdings Inc. Goldman Sachs Global Consumer and Retail Conference

Welcome, Neil. Thanks, Brooke. We have been here several years in a row.

It is good to be back in New York in the fall, and good to see you as well.

I will make just a short opening remarks. We do not have any slides prepared today. We are obviously a well-known brand. We just had our quarter not too many weeks ago now, although we did have some vacation in between, so it does feel like quite a ways. We are off to a good start this year. The brand obviously has been focused over the last few years on a few core areas, which I am sure we will touch on. The first is really reinvigorating the brand and building out a year-round product playbook. The core of those two things has been the introduction of a creative director, Haider Ackermann, who has served as our creative director now for about two years, and emphasis on having amazing luxury product available 365 days a year in all of our stores, websites, and increasingly among our wholesale consumers.

That is where we have been spending our time as a business over these last few years, really, on product and on brand, and then on how we deliver that through our channels, and how we deliver the profitability that this brand has and the potential that it certainly has.

Yeah. So I would say that, and I will go back now a few years, we have spent time in considering both the brand and the product as obviously closely related. As we have gotten into the Snow Goose collection with Haider, and as we have started to elevate product beyond where it was, we focused our attention in terms of the marketing CAD on upper funnel. How do we expand our reach across consumers? How do we deliver the brand? How do we increase the buzz around the brand? Obviously, the historic sort of iconic logo, the parkas, are what we are closely associated with. Yet today the products are approximately 50% of the unit sales are not down product. They are things like what I am wearing today, knitwear, they are T-shirts, they are polos.

The quality of the products in some of those other areas has really increased as we have started to expand the line, and consumers are adopting them at a really exciting rate.

They don't let, unfortunately, the finance guys break any of the hot news around exactly what the campaigns look like, so I'll let the marketing do the work for itself. But I will talk a little bit about where we're going to spend some time. We're just in our fall/winter collection is in our channels now. We've just started a little. A couple of weeks ago, we started to get into some of the marketing around that. We're going to quickly move into Snow Goose. We've got holiday coming after that. We've got some exciting partnerships, which will be very interesting and I think really on brand for us, and the team's working hard at that. Much of that work is really focused on that top of the funnel. How do we increase the awareness in every market?

Clearly, we've had a lot of success here over the last several years in both China and in North America, so we're going to put some time and energy into those markets, particular brand activations in each market that are local and relevant to the consumer. Our global brand ambassador, Greg Hsu, who's a Taiwanese actor, very relevant in Asia and increasingly relevant here in North America. We just had a little bit of a teaser for the fall/winter campaign for him over the last few weeks, and that's an area where we expect to. He's been in the brand now for about 12 months, and so we expect to continue to drive some relevance that way.