Assignment l What is Retail Management

Running head: RETAIL MANAGEMENT
Retail Management
Name of Student
Name of University
Author Note

RETAIL MANAGEMENT
Executive Summary
This assignment is a study to understand strategic retail planning. The best possible method by
which strategic retail planning can be understood is by using the 7Ps of Marketing Mix. Two
companies from the Canadian merchandise retail section is selected for the retail management
study, namely, Aritzia and Ardene. The aim of the assignment is to understand and compare the
retail plan of both of this companies. Using the 7Ps of marketing, the retail strategy of the
companies have been conducted. A comparative analysis of the two has been provided through a
table. It can be concluded that both the retail organizations follow an organized strategic plan
with 7Ps of Retail Marketing. However, few recommendations have been made in the end of the
study to add new value to the companies.

RETAIL MANAGEMENT
Introduction/Background
The purpose of this paper is to understand retail management and develop a retail
marketing plan. To understand the strategic retail management plan two retailers from Canada
have been selected. The selected retailers of the paper are: Aritzia and Ardene. Both of these
companies function as a clothing or merchandising fashion retailer in the Canadian clothing
industry.
Aritzia is a women’s fashion brand in Canada. It was founded in Vancouver, British
Columbia by Brian Hill in the year 1984. The retail store was initially located inside the Hill
family’s 70-year-old department store (About Us | Aritzia INTL, 2019).
Ardene is a family-owned value fashion brand in Canada that specializes in women’s
clothing and accessories. Headquartered in Montreal, Quebec the brand was founded in 1982.
They initially began their business as a jewelry and accessories retailer and later ventured into
clothing (The Ardene Story, 2019).
The target audience for Aritzia is solely women. They cater to women of all ages
irrespective of their class, caste or ethnicity, inside as well as outside of Canada.
Ardene’s target market is unisex but they mostly cater to women consumers as the major
part of their retail business is concerned with women’s fashion and clothing. They too target
women of all ages, races, class and castes, within and outside Canada.
Discussion
The paper will now study the retail management strategies of both the organizations
individually and in detail with the help of the 7Ps of Retailing Mix (Baines & Page, 2013).

RETAIL MANAGEMENT
Aritzia
Figure 1: Aritzia’s Retail Market Mix
Source: Author
Product
Aritzia’s products are mainly divided into clothing and accessories. They mostly sell products of
brands that are exclusive to Aritzia, namely Wilfred, Babato, TNA among others. Their product
range also contains costumes from LevisR Premium, Adidas and others. Their varied range of
products are segmented by category as well as featured themes. They often provide seasonal
TARGE
T
MARK
ET
Product
-Women's
Fashion
Price -
Affordable
Place
-Canada,
The US.
Promotion
-Online
People
-Huge
team
Process
- In-store
& Online
Store
Physical
- Designer
Store