Canada Goose introduces experience concept to fitting rooms

Experiential retail is making its way into the fitting rooms. In a new initiative that is partially a selfie magnet and mostly for the benefit of experiencing the clothing in a stronger sense, Canada Goose has transformed the fitting rooms of its stores into freezers.

The freezers have popped up in five locations, including a flagship in New Jersey and a new location that opened in Montreal last week. The winter clothing manufacturer realizes that it may be one thing to try on a parka or coat in a store to experience the look at fit, but shoppers can’t really determine how the garment will fair in a real life setting without experiencing it in a freezing environment.

The innovative, cold fitting room allows shoppers to try on Canada Goose’s offerings in below-freezing temperatures. Canada Goose calls the freezer the Thermal Experience Simulator. It can be adjusted from 0 degrees Fahrenheit to as low as -13 degrees Fahrenheit, or -25 degrees Celsius.

“Bringing an experience like this into our stores gives consumers the opportunity to really test the product. It is a natural extension of what this brand has been built on: an authentic product that works,” chief executive officer Dani Reiss told Forbes.