Every winter a fierce battle occurs between two of the leading luxury winter brands. With their array of puffer jackets fit for artic conditions, these two behemoths vie for market share. While the brand positionings are different and unique, it is interesting to see how their strategies are playing out in marketing and ecommerce to observe relative strengths and weaknesses.

MarketingAcross most metrics Moncler is having the better time of generating consumer engagement.

❄️ Moncler has over 300,000 more followers on Weibo, 80,000 more on RED and 270,000 more on Douyin (where Canada Goose does not have an official account)

❄️ While the post activity of these official accounts is roughly similar (~400 on Weibo and ~350 on RED since Jan 1st, 2022) – Moncler generates the more significant engagements from its user base: Canada Goose engagements per follower – 0.19 on Weibo, 0.8 on REDMoncler EPF – 7.8 on Weibo, 1.5 on RED.

❄️ From a user generated content perspective Canada Goose fairs better – with both brands generating around 6M posts on Weibo – Canada Goose generated 170,000 more comments on RED and an impressive 1.7M on Douyin vs only 60,000 for Moncler.

eCommerce

Moncler launched their TMall store in July of 2022 and since then the two brands have been jockeying for top place each winter.

❄️ Canada Goose had more top products if we compare a combined top 50: Canada Goose’s 32 to Moncler’s 18 (1st Oct 22 until 3rd Dec 22), Canada Goose’s 35 to Moncler’s 15 (1st Oct 23 until 3rd Dec 23).

❄️ Moncler has 1,000 more products listed on their store than Canada Goose – resulting in significantly more products with 0 sales during the 2023 period – ~1,000 for Moncler compared to ~150 for Canada Goose.

❄️ Moncler’s strength lies in their ability to sell higher price items in their portfolio with their average selling price in December an impressive 13,276 RMB compared to Canada Gooses’ 7,960 RMB.

❄️ This premiumization has been seen across the portfolio with Moncler increasing its average price by nearly 18% from July 2022 until Dec 2023 compared to an increase of only 0.5% for Canada Goose.

❄️ Moncler also generates more revenue from its top products with 35% of its revenue in the 2023 period generated by its top 10 products to Canada Gooses’ 23%.

What can we read into these numbers? Canada Goose has an opportunity to generate more from their marketing – engaging their consumers, which in turn unlocks premiumization opportunities. This should be coupled with a stronger focus on hero products, which given its tighter portfolio can benefit from increased marketing eposure.

Moncler on the other hand has the opportunity to generate revenues from its long tail of products, with so many slow movers there is a risk of overstock which can be a significant loss leader for brands.‍