Marketing Strategies of Aritzia: A Business Report

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Research and Analysis Paper Part-1 Assignment

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Introduction
This research is conducted in order to know about the key functions of management within an
organization and also to analyze the leadership approaches with the changing environment.
To learn more about this management I have chosen Aritzia, a complete women fashion
brand between the ages of 15 to 30.

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Summary
Aritzia is a Canadian based fashion brand company headquartered in Vancouver, Canada. It a
complete fashion brand for the upper class women aged 15-30. It focuses on the elite class
ladies and produces clothes according to their taste and preferences. Aritzia was founded by
Brian hill in 1984 and the company went public on October 3, 2016. Their objective is to
produce a fine quality of cloth for women and providing an exceptional and long-lasting
service to their customer. Aritzia manufactures its own clothes from the best mills all around
the world. While manufacturing the brand, the main focus is to let the people feel the comfort
of the fabric they are using for making their clothes. They produce different brands like Little
Moon, Wilfred, Babaton, Tna, Sunday Best, Denim Forum, Le Fou Wilfred, Main Character,
The Constant, 1-01 Wilfred, The Group by Babaton and Auxiliary. From classy and sassy
dresses to casual wear, every kind of clothes is available in Aritzia (Aritzia, 2019). Interiors
of a Store are designed like a boutique. All natural materials are used in the interior. Walls
are filled with decorative art and craft. The interiors are covered with original sculptures,
paintings and art. The most unique thing is that Aritzia’s shopping bags are not like ordinary
shopping bags. The shopping also contains a piece of canvas painting. Each bag has a unique
painting and expression. Aritzia has their own in-house music directors who creates unique
and different piece of music for the customers. Playlists made by those music directors are
then played in the stores for the customers to listen. Aritzia even provides a facility of
‘styling at your home’ wherein you can call at the store and book an appointment. The stylists
will then come at your residence to dress you up (Aritzia, 2019).
Customer Base
Aritzia is an elite class clothing brand aged between 15 to 30. Many elite class women are
fond of the brand and type of fabric they use. Aritzia wanted to provide the best quality of

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cloth to the women according to the taste and preferences of the women changing from time
to time. Aritzia keep in mind the changing taste of women and manufactures the new stock as
well with a unique and creative that will be loved by the women. Also, they are now
exploring more and are manufacturing for the ages beyond 30 as well. It means clothes for
the women aged 40 and above are now available at Aritzia (Aritzia, 2019). Aritzia has been
given 4.5 star rating out of 5 which made it the most loved brand around women worldwide.
Their main motive was to provide the best quality clothing and they have made it. Here are
some of the random reviews of the customers who shopped from Aritzia:-
Chanel A:-“A lot of people argue with me that the clothing prices are too expensive, but I
completely disagree! The qualities of the clothes they stock are amazing. Their clothes are
built to last if you take care of them. They are always at the very top of their fashion game as
well. From classy work attire to causal at home favourites. I am a loyal Aritzia shopper and
always will be!” (Influenster, 2019)
Rachel Brianna L. “They have great in store customer service and are pretty good online. I’ve
spent thousands in this store and their clothes are good quality EXCEPT one pair of shorts i
ordered... which they returned as an exchange/store credit after I had worn them twice and
they pilled. Great classic effortless styles that are timeless— this is the store for it!”
(Influenster, 2019).
Mission and Core Values
The mission of Aritzia is to be the best women shopping brand and provide the best quality of
clothing to its customers. The main focus is on the fabrics. They make sure that the fabrics
used in manufacturing are of high-quality and highly comfortable.

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The core values of Aritzia is the create clothes using environmental-friendly resources so that
no negative impact on environment can be implemented. Denim cloth is produced with
organic and environment-friendly cotton. They are collaborating with the teens and adults in
order to know the knowledge of clothes among them and using that knowledge creating a
unique piece of cloth. Also, they are regularly working for the improvements in the brand and
clothes.
Vision
The vision of Aritzia is to the best brand worldwide providing all kinds of clothes from classy
and sassy, ethnic, party wear, sportswear and denims to casual home clothes. Their main aim
is to manufacture clothes with high-quality fabric from the best industries worldwide.
Aritzia has been growing and has maintained a consistent growth in 20 years. Here’s a graph
which shows the consistent growth of Aritzia. Their vision is to maintain that growth and
increase the number of customers as well.
Source: (Seekingalpha, 2017)

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Source: (Alpha, 2018)
Corporate-Level Strategies
Corporate-level strategy means the strategies and tactics applied by the organization in order
to grow their organization in the market. Sally Parrott is the Vice President of the Marketing
Department in Aritzia for over 20 years. She has seen the growth of the brand and the love
people have showed towards the brand.
In order to grow Aritzia, digital platforms have helped the brand grow worldwide. The digital
platforms gave the company and its customers an opportunity to develop and solve any issue
and problem faced by the customer. Also the feedback given by the customers helps in the
overall development of the brand and the cloth (Bcama, 2018).
Also, the engagement of the brand in every age whether its teenagers, adults or old age, they
are getting to know the views and opinion for their brand from every age and they are trying
to develop a brand which they will like the most.
Business-Level Strategies
The Business strategy used by Aritzia is focused because it is the only brand which is
producing and manufacturing clothes only for women and also no other brand is there in

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Canada which manufactures only for women. Therefore, their competitor is less than other
brands in the market. This allows them to stay focused on what they want to achieve (Bcama,
2018).
Aritzia wants to be the best clothing brand among the women of all age by providing the best
quality of cloth whether it is a party wear or casual home clothes. Their focus is on the
manufacturing of the best cloth with the best fabric that is highly comfortable and relaxing
(Bcama, 2018).
In my opinion, this is the best business strategy that Aritzia is using because as their
competition is less, they don’t have to worry about the prices and their position in the market
and they can easily focus on building a stronger image of the brand in the market.
SWOT Analysis
SWOT means Strengths, Weakness, Opportunities and Threats of a company or an
organization. Strengths and weakness are internal whereas the Opportunities and Threats are
external which can be there with the change in the external environment (Aplha, 2018).
The following is the SWOT analysis of Aritzia:-
Strengths- the Strengths of Aritzia is that it has highly trained and qualified staff workers
and members who knows about fashion and are also aware about the clothing and fabric that
is used by the company. Also, the stylists are trained and are aware of the latest fashion
trends and are creative in their work. This way the brand builds a strong image in the market.
Weakness- the weakness can be only producing clothes for women. Manufacturing and
producing clothes only for women can slow down the growth of the company. The speed
would not be that as it can be with the production of men and kids accessories as well (Aplha,
2018).

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Opportunities- Promoting your company on various digital platforms for building a stronger
image in the minds of the people. Also creating an attractive website to create a lasting
impact in the minds of the viewers.
Threat- there will be a threat of cyber-hacking and also the interference in the financial
account by the new technical instruments. Also anybody can copy your idea as well.

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Conclusion
From this we got to know about the marketing and business strategy of the only women
fashion brand Aritzia in Canada. We got to know about the mission and vision and the
company’s core values and its strengths and weakness as well.

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References
Aritzia, (2019). About Aritizia. [Online]. Aritzia. Available at-
https://www.aritzia.com/intl/en/aritzia/about-aritzia/about-us.html. [Accessed on 18th
June, 2019].
Influenster, (2019). Aritzia. [Online]. influenster. Available at-
https://www.influenster.com/reviews/aritzia [Accessed on 18th June, 2019].
Bcama, (2018). Create Meaningful Brand Experiences: an Interview with Sally Parrott (VP
Marketing, Aritzia). [Online]. bcama. Available at- https://bcama.com/create-
meaningful-brand-experiences-an-interview-with-sally-parrott/ [Accessed on 18th
June, 2019].
Aplha,S. (2018). Should You Buy Aritzia And Its Strong Growth Potential?. [Online].
Growthinvestingresearch. Available at-
https://growthinvestingresearch.com/2018/07/15/should-you-buy-aritzia-and-its-
strong-growth-potential-2/ [Accessed on 18th June, 2019]