VMSD - November 2015 - (Page 60)
Interview by Steve
This fashionista visual merchandiser has traded the cool world of Holt Renfrew
for the cold environs of Canada Goose. But creativity is still creativity.
What's your title?
My official title is director of visual merchandising, which includes overseeing
the retail merchandising and trade marketing teams. Essentially, I'm responsible
for making sure the brand is well-represented and aligned at every touchpoint,
from our showrooms to our brand shops
to trade shows.
What's your retail presence?
Canada Goose is sold in over 50 countries
around the world in the best outdoor
stores, fashion boutiques and high-end
department stores, including Saks Fifth
Avenue, Harrods, Lane Crawford and
What's one prop you use at Canada
Goose that you never used at Holt
An iceberg. We're actually using it in our first
global window, which we're launching soon at
Holt Renfrew, Harrods and Ogilvy - pretty highfashion locations. It's an interesting and modern
take on a glacier. I love the juxtaposition of an
organic form integrated with a graphic structure.
What's one prop you used at Holt's
that you've not yet used at Canada
Probably a giant head bust of Grace Jones - I
can't see that fitting in here!
Are you a skier/camper/skater/ice
I'm more of a "cottager." In the winter, I'm
into après-ski, if that counts.
Can an "après-ski cottager" still
love this outdoorsy brand?
Absolutely. It's a brand I've admired for a
long time. Canada Goose is doing something that very few other apparel brands
are doing - making the product in Canada - which has contributed to the com-
pany's global success. I'm excited to be a
part of that now. I also appreciate that it's
a company that stands behind its products. Each and every item is designed
with purpose. And because it's made in
Canada, there is such quality, precision
and craftsmanship, which you don't see
Major differences in your new job?
I'm now representing one brand globally,
as opposed to working with hundreds of
global vendors in one company, like I did
at Holt Renfrew, which allows me to think
and create differently. Instead of designing spaces where several brands can work
together, I can concentrate on how to
elevate and build a single, globally recognizable visual identity for Canada Goose.
As a result, I've become more singular
in my thinking, looking at what is best
for one brand in the global market. Does
this shop design reflect our DNA? Does
the mannequin styling and propping represent the Canada Goose lifestyle? And
most importantly, is it authentic?
It's still very creative, which I love, and I'm
also involved in the retail space, which
is constantly changing and evolving, so
it keeps me on my toes. The key design
principles don't change; you just have to
figure out how to make it work for the
brand you're working with.
C ou r te sy of C an ada Go os e , t or o nto
When did you join Canada Goose?
After 20 years off and on at Holt Renfrew,
I joined Canada Goose this past summer,
so I'm only a few months on the job.
Table of Contents for the Digital Edition of VMSD - November 2015
VMSD - November 2015
VMSD Editorial Advisory Board
Everyone’s Eyes on You
A Lighter Shade of Green
Design in the Heart of Texas
VMSD - November 2015