The coat manufacturer Canada Goose is once again bearing the brunt of the climate of strong diplomatic tensions that continue to pit Beijing against Ottawa.
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The company, part of whose production is concentrated in Boisbriand, was recently condemned by China for allegedly misleading consumers.
“This is clearly a geopolic gesture,” said Carl Boutet, a Montreal consultant specializing in marketing strategy and international marketing. “I don’t see any other explanation. “
China criticizes Canada Goose for claiming in its advertisements to use “the hottest material of the Hutterites”, in reference to some of the most luxurious goose down in the world produced by these communities.
The Chinese regulator believes that such a claim is false given that most of its clothing would use other materials. As a penalty, the Regulator assessed him a penalty of US $ 71,000.
Mea culpa from the canadian
“The amount is after all symbolic. It is the negative publicity that it brings to him that could end up being harmful to him, ”analyzes Mr. Boutet, recalling that the bulk of the company’s growth comes from Chinese consumers.
Trying to limit the damage, Canada Goose chose to keep a low profile, when contacted by The newspaper. “Earlier this year, a misalignment of the text was detected at a partner site, Tmall […]. The error was corrected immediately, ”simply replied the company in response.
Joined by The newspaper, the Consulate General of the People’s Republic of China in Montreal deplored by email for its part “the politicized interpretation” of this event by the foreign press.
He also reiterated the fact that the Canada Goose ad contained statements that “do not [correspondaient] not to reality and [risquaient] to deceive buyers ”. “Most of its products are actually made from other materials. What constitutes false advertising. “
The manufacturer’s stock fell 5.57% yesterday to close at $ 48.17 on the Toronto Stock Exchange. For a month, its share has lost 12.13% of its value.
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