In Brief

The premium outerwear brand is outfitting select stores with frigid rooms for customers to try on its products, and encourages social shares of the immersive activation

While Canada Goose’s coats are well known for their warmth, the company wants to let customers put its insulation to the test: The outdoor apparel brand is installing fitting rooms with temperatures as low as -13 degrees Fahrenheit into some of its stores where shoppers can try out their gear.

The customers are joined in the fitting rooms by store associates who help them to pick out their items. Shoppers are encouraged to take photos during the experience and share it on social media. Canada Goose CEO Dani Reiss explains the rationale behind the activation: “People tell me all the time trying on a Canada Goose jacket was the first time that they ever truly felt warm in cold climates. With our cold rooms, we are creating that moment even before they purchase.”

The offer is intended to at once serve as an engagement-driving experience as well as help push shoppers down the path to purchase with an immersive way to trial products. The sub-zero rooms are now open in five stores, with a Beijing opening later this year.

Canada Goose

While Canada Goose’s coats are well known for their warmth, the company wants to let customers put its insulation to the test: The outdoor apparel brand is installing fitting rooms with temperatures as low as -13 degrees Fahrenheit into some of its stores where shoppers can try out their gear.

The customers are joined in the fitting rooms by store associates who help them to pick out their items. Shoppers are encouraged to take photos during the experience and share it on social media. Canada Goose CEO Dani Reiss explains the rationale behind the activation: “People tell me all the time trying on a Canada Goose jacket was the first time that they ever truly felt warm in cold climates. With our cold rooms, we are creating that moment even before they purchase.”