The Fundamentals of Theft-Driven Fashion Economics
The current trend of people being attacked and robbed around London for their Canada Goose jackets has meant people don’t want to wear them.
No one wears a Canada Goose jacket to be subtle. And this has made it such a high target for theft.
You can spot a Canada Goose from a mile away.
Canada Moose Protection Program
We will make the jackets temporarily look like bootleg, cheap versions of itself in order to deter thieves.
STEP 1: The programme begins with the secret distribution of the Canada Moose counterfeit kit.
These will come with any new Canada Goose purchase, and be handed out to existing customers on the streets of London. It’s not like we won’t able to spot them.
The Protection Program counterfeit kit will include ripped decals that can be stuck onto real jackets to further decrease its desirability.
These two will act together as the ultimate thief deterrent. For a while anyway.
STEP 2: We launch the Canada Moose Protection Programme publicly through OOH.
A public launch to coincide with the incoming winter season has an added public objective: expose the thieves themselves.
We will use real CCTV and iPhone crime footage from real Canada Goose theft cases from across the city to announce us pushing back against criminals.
And showing off our brand desirability at the same time. What’s a better way to say we’re wanted than showing the lengths people will go to get their hands on our jackets?
