Canada Goose keeps its lineup trim and most product runs are in limited production, so as soon as options like the Expedition Parka and Langford Parka land on Gilt they’re scooped up within minutes.

And its US exposure hit a new high in 2013 when Kate Upton donned a Canada Goose parka on the cover of Sports Illustrated. Fournier: Cultural marketing is that the products are part of the culture ...