This probably would not make headlines in the United States. But whenever a store from another country expands into Canada, people take notice. Famous Dave's, Target, Best Buy, Forever 21, and Victoria's Secret all got considerable media attention when they expanded into Winnipeg. So did Walmart when it purchased Woolco back in the early 1990s.
Remember Woolco?
(source: saclifeforce.com)
Sure, Americans are brand-savvy. But because there are so many brands in the United States, many chains simply fade into the background. If Target or Walmart opens up in a small city, it really is no big deal. But in Canada, it is a big deal. American chains are always at the forefront of Canadian consumer consciousness. People line up for blocks when this new, exciting store opens.
But why is it such a big deal? Why do international brands garner so much attention in Canada?
Because in this country, there seems to be a collective sense of feeling small. As Canadians, we value our independence, but we admit that our influence on the world stage pales in comparison to that of the United States. We are attracted to American brands because the influence of American culture is strong enough to "suck" us in. But we are also attracted to American brands because, in many ways, we value being connected to the rest of the world. Culture is now globalized, and so is our shopping mentality.
In matters like politics, Canadians may resist the influence of the United States. But consumer culture transcends political barriers and divisions. We also marvel at brands from other countries. IKEA (Sweden) is now the talk of the town in Winnipeg, and many of us also drive Japanese cars.
What we are witnessing is not the Americanization of our culture and identity. What we are witnessing instead is the breaking down of cultural barriers.
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