Brian Hill developed Aritzia after he saw a market opportunity in between the women’s luxury market and junior market. His idea was to “offer beautiful clothes in aspirational spaces with exceptional service (Amed, 2009).” The first boutique was opened in 1984 in a mall in Vancouver. Soon after, they had five stores open in Vancouver and in the late nineties they expanded nationally (“Our Story,” n.d.). Aritzia develops their own brands, and each brand has its own aesthetic and style. They also sell brands such as Levi’s, Agolde, and Citizens of Humanity.
(“OurStory,”n.d.,image8)
Aritzia’s Brands
Aritzia has developed the following brands: Wilfred, Tna, and Babaton
➔ Wilfred focuses on dreamy fabrics, hand drawn prints, and warm earth tones. Tna focuses on everyday classics, comfortable uniforms, and essential sets. Babaton focuses on the modern uniform, silhouettes, expert tailoring, and fine fabrics (“Brands,” n.d.).
Babaton
Aritzia turned its private label Babaton into its own freestanding store in 2016. There are now four established Babaton stores in British Columbia, Ontario, and Toronto. (“Babaton,”n.d.,image8)
❖ Established in 1984 in Vancouver, Canada
❖ Total Stores: 96
❖ Revenue: $731.7M
Competitor One: Competitor Two:
❖ Established in 2009 in Los Angeles, California
❖ Total Stores: 20+
❖ Revenue: $148M
❖ Established in 1974 in A Coruna, Spain
❖ Total Stores: 2,250+
❖ Revenue: $21.6B
Two of Aritzia’s biggest competitors are Reformation and Zara. They are all similar in that they appeal to the same age group and have similar aesthetics. Aritzia and Reformation tend to focus more on sustainability and creating long lasting items while Zara is known more as a fast fashion brand. For this reason, Zara is a bit more affordable than Aritzia and Reformation, creating competition between the brands.
Core Values
“Since our founding in 1984, delivering everyday luxury to our customers has been at the heart of what we do. Quality product that endures well beyond one or two seasons is central to our business model and the right choice for our planet (“Corporate Responsibility,” n.d.).”
(“CorporateResponsibility,”n.d.,image1)
Store Count
Aritzia currently owns 96 stores in total:
➔ 67 stores in Canada
➔ 29 stores in the United States
As of 2016, Aritzia offers shipping to 221 countries, including China, Australia, and South Korea. Although they only have stores in the U.S. and Canada, shoppers from around the globe can still browse through their products and make purchases online through their international website.
(“AritziaAnnualReport,”n.d.,image4)
Financial Information
Aritzia experienced a decline in sales in the first two weeks of March and temporarily closed all of its boutiques on March 16, 2020 due to the pandemic.
For the thirteen week period ended May 31, 2020, net revenue decreased by 43.4% to $111.4 million compared to $196.7 million in the first quarter last year. This was in result of the temporary store closures. Gross profit decreased to $13.1 million compared to $85.6 million in the first quarter last year. This was due to occupancy, warehousing and distribution centre cost deleverage and higher markdowns that drove the company’s e-commerce revenue during the store closures. The net loss was $(26.5) million compared to a net income of $16.2 million in the first quarter last year. All information is in Canadian dollars (“Aritzia Reports Financial Results,” n.d.).
Aritzia’s stock significantly dropped after store closings began due to the Covid-19 pandemic.
Price Point of Cut & Sew Knit Classification
The average price point for Babaton’s cut & sew knits ranges from $30 to $98.
Customer Profile
➢ Aritzia targets the older side of Generation Z and the younger side of Millenials, many of which are just beginning to enter the workforce.
➢ The typical customer wants items that fit their lifestyle of working during the week, going out on weekends, and lounging at home.
➢ Items match the lifestyle of those 18-30 years old.
➢ Customers that shop here are willing to spend more money on key items that are long lasting and good quality.
(“Babaton,”n.d.,image6)
(“Babaton,”n.d.,image4)
Customer Profile (Cont.)
The Aritzia customer also shops at:
➢ Reformation
➢ Zara
➢ Free People
➢ Madewell
➢ Anthropologie
➢ Lululemon
➢ ASOS
➢ Nordstrom
➢ Mango
➢ Revolve
➢ Sephora
➢ Glossier
➢ Nasty Gal
➢ Urban Outfitters
➢ The Real Real
➢ Rebag
➢ Topshop
@AritziaonInstagram
Aspirational Brands for Aritzia
include: The Row, Onarin, Rag and Bone, Theory, With Jean, LPA, Acne Studios and Vince.
Rag & Bone
The Row
Customer Profile: Muses
Danielle Bernstein
Olivia Culpo
Emilie Taz
Consumer
Effortless, Poised, and Sharp
Innovative vegan leather that looks and feels like the real thing.
❖ Slim fitting, crochet knit tank top with ribbed detailing
❖ Colors: Black, Ivory, Toffee, Sky
❖ 70% Viscose 30% Linen
❖ Crochet Double Knit
❖ Ribbed Neckline Overlock Stitch
Hem
❖ Set-In Construction
❖ Made in China
❖ Retail Price: $78
❖ Size Range: XS-XL
❖ 4 colors
❖ 20 SKUs
❖ Round neck tank top. With adjustable drawstring ruching at the sides
❖ Colors: White and Black
❖ 95% Cotton 5% Elastane Ribbed
Jersey
❖ Set-In Construction; Ruching
❖ Retail Price: $12.90
❖ Sixe Range: S-L
❖ 2 colors
❖ 6 SKUs
❖ Baby T-Shirt with a crew neck and cropped in muted tie-dye prints
❖ Colors: Soft Rust/Eggplant, Opal Grey/Galet
❖ 94% Rayon 6% Spandex
❖ Jersey Knit
❖ Set-In Construction; Double Knit
Collar Armholes and Hem
❖ Rotary-Screen Printed
❖ Made in China
❖ Retail Price: $35
❖ Size Range: 2XS-1X
❖ 2 Colors
❖ 12 SKUs
❖ Slim fitted, printed long sleeve tee with a crew neckline
❖ Colors: Cloudburst, Pistachio Stripe, Black, White, Black Rainbow
❖ 100% Organic Cotton Jersey
❖ Set-In Construction;
❖ Rotary-Screen Printed
❖ Made in USA
❖ Retail Price: $38
❖ Size Range: XS-XL
❖ 5 colors
❖ 25 SKUs
❖ Round neck T-shirt with short sleeves.
❖ Colors: White, Lilac
❖ 100% Cotton
❖ Dropped Shoulder; Ribbed Knit Collar and Double Knit Hem
❖ Yarn Dyed
❖ Imported
❖ Retail Price: $17.90
❖ Sixe Range:S-L
❖ 2 colors
❖ 6 SKUs
Shopping the Competition
Competitive Shopping Grid
Cut and Sew Knit Key
Item Top
Cut and Sew Knit
Fashion Top
$30.00 Cropped crew neck baby t-shirt
$75
Alrik Knit Top ‘Sleeveless Knit Top’
$28.00 Relaxed fit, classic T-shirt with a crew neckline
$78 Lilac Top
$9.90
Basic short sleeved t-shirt with a round neck
$12.90
Ruched Ribbed Tank Top TRF
Cut and Sew Knit
Print, Patter, or Embellishment Top $35
Baby t-shirt with a crew neck and cropped in muted tie-dye prints
$38 Slim fitted, printed long sleeve tee with a crew neckline
$17.90
Round neck T-shirt with short sleeves.
Shopping the Competition
While Shopping the Competition, it became apparent that the cheaper brands such as Zara had the widest variety of garments whereas the pricier competitor, Reformation, had much fewer styles.
➔ Reformation leans towards best-selling silhouettes. Their items appear classic and long-lasting.
➔ Zara has an abundance of styles which could be viewed as “trendy,” along with some items that can be considered “fads” due to their passing in popularity.
➔ Aritzia falls in the middle of these two competitors with a wider variety of styles than Reformation but more classic and “basics” oriented compared to Zara.
Theme & Color: Timeless Essentials
Theme Story
Introducing Timeless Essentials: classic pieces that can be comfortably worn at anytime, anywhere. With simple, neutral tones and cozy fabrics, these basic styles are perfect for the Autumn weather. This collection shows off natural feminine beauty, and is inspired by the tones of nature. Women will find comfort and empowerment through this collection’s versatility. The typical Gen Z or Millennial minimalist will find herself wearing these styles for almost any occasion throughout the season. For ones that enjoy going out of their comfort zone, items can be matched with vintage accessories for an outgoing, yet timeless, feel.
The following trend forecasting services provided inspiration for the Fall 2021 neutral, timeless essentials aesthetic.
Fashion Snoops revealed New Foundation as a key theme, focusing on wardrobe classics with a neutral color scheme from a wide array of designers. This trend story focuses on the foundation of a customer’s wardrobe.
Peclers Paris showed off modern and basic looks in their Fall/Winter 21/22 trend book, with styles focusing on neutral tones and feminine looks. They focus on “beautiful basics” and urban fashion.
WGSN reported Conscious Clarity as a theme trend, which focuses on classic and minimalistic designs.
Color
Following the theme of Timeless Essentials, the color palette consists of a variety of soft neutrals along with hues of muted blues, greens, and purples. These colors tie back to earth elements, creating a grounded feel. These colors work together to calm and soothe the consumer for classic pieces that can be worn all year round.
TIMELESS ESSENTIALS
FALL 2021
COLOR PALETTE
Dark Mahogany
Pale Olive
Capulet Green
Warm Sand
Whisper White
Jet Black
Dark Slate
Rose Quartz
Deep Violet
Color Palette Resources
Jacquemus Runway: Simon Porte Jacquemus is currently taking the industry by storm. His soft, feminine looks grace the runways in neutral and muted tones. Due to the popularity of his latest collections, neutrals have been trending throughout womenswear.
Fashion Snoops: Fashion snoops reports of the popularity of earthy and alluring purples and greens with mood boards that spark energy and soothe the mind.
Rag & Bone: Rag & Bone, an aspirational brand for the Aritzia customer, has a current assortment of classic silhouettes in a variety of muted and nude colorways.
Silhouette Selection: Cut & Sew Knit Key Item Top
Selection: Cut & Sew Knit Key Item Top
The cut and sew knit key item top has been updated from a basic t-shirt silhouette to a warm and cozy turtleneck silhouette, guaranteed to keep you warm throughout the Fall. The turtleneck is a must have staple for every brand to offer in their assortment and has been shown on the runway as well as in aspirational brands.
Forecasting sites are urging retailers to update and modernize the turtleneck silhouette with several design options. This update will provide the customer with a softer feel that will be perfect for the colder months.
Silhouette
Silhouette Selection: Cut & Sew Knit Key Item Top
Runway: Turtleneck sweater styles seen in runway collections for designers like Victoria Beckham and Michael Kors.
Theory: Various turtleneck sweaters are merchandised on aspirational brand Theory’s website.
Fashion Snoops: Fashion snoops reports for the fall 2021 season turtlenecks will be a key item to have within your assortment.
Silhouette Selection: Cut & Sew Knit Key Item Top
Garment Details
A. Colors: Jet Black, Whisper White, Dark Slate, Dark Mahogany, Pale Olive, Deep Violet, Warm Sand
B. 95% cotton, 5% spandex
C. Ribbed knit
D. Overlock stitching
E. Set-in sleeves
F. Made in China
G. $40
H. XXS, XS, S, M, L, XL
I. 7 colors
J. 42 SKU’s
Silhouette Selection: Cut & Sew Knit Fashion Top
FALL 2020
FALL 2021
Silhouette Selection: Cut & Sew Knit Fashion Top
For Fall 2021, the cut & sew knit fashion top is updated with a high neck and puff sleeves. Based on research and trend forecasting websites, these are important attributes that the Aritzia customer would enjoy. Designer brands, such as Givenchy and Fendi, showed off puff sleeves on the Fall/Winter 21/22 runway, and Vogue has named it a trend to look out for. High necks and turtlenecks can also be seen on a variety of trend forecasting services such as Fashion Snoops and WGSN. While the puff sleeves add an elegant and feminine look, the turtleneck provides more comfort and warmth for the colder season.
Cut & Sew Knit Fashion Top
Silhouette Selection Research
Chanel FW 21/22 Fashion Week Shows presented puff sleeves in a variety of styles.
Fashion Snoops reveals high neck as one of the key trends for Fall 2021. A variety of brands, such as Tods and Chloe, show models with tops that have a high neck or turtleneck.
Vogue states that the puff sleeve trend is here to stay. The puff sleeve top can be reimagined in new ways every year. These tops from Intermix and Stories are featured on Vogue.
Silhouette Selection: Cut & Sew Knit Fashion Top
Garment Details
A. Colors: Jet Black, Rose Quartz, Capulet Green, Seaspray
B. 95% Polyester, 5% Spandex
C. Ribbed Knit
D. Overlock stitching
E. Double knit collar, armholes, and hem
F. Made in China
G. $80
H. XXS, XS, S, M, L, XL
I. 4 colors
J. 24 SKU’s
Silhouette Selection: Cut & Sew Knit Print Top
FALL 2020
FALL 2021
Silhouette Selection: Cut & Sew Knit Print Top
Based on research from forecasting sites such as Fashion Snoops, WGSN and Doneger, Rugby shirts will be a staple for both loungewear and comfortable every-day-wear. This look screams comfort with it’s baggy oversized shape that can easily be paired with jeans, leggings or yoga pants. The collar detailing follows the trending “academia’ styles while still giving an American nostalgic feel. The printed fabric allows room for more color variety and endless styling options. By using an interlock knit rather than the typical jersey knit, it will provide more structure while still retaining its stretch.
Cut & Sew Knit Print Top
Silhouette Selection Research
Fashion Snoops featured t-shirts in oversized box styles as we have seen over the past few years but with a collared “polo” like update.
WGSN credited the oversized rugby shirt as a key item for Fall 2021 for it’s comfortable shape, polished style, and opportunity for bright colorways.
Doneger shows lots of 70’s oversized academia style outfits with collared shirts and neutral colorways.
Silhouette Selection: Cut & Sew Knit Fashion Top
Garment Details
A. Print 1: Whisper White, Rose Quartz, Dark Slate, Pale Olive
Print 2: Warm Sand, Pale Olive, Whisper White, Deep Violet
B. 100% Cotton
C. Interlock knit
D. Overlock stitching, buttons
E. Long sleeves with cut and sew collar, seams at shoulder, cuff, hemline, and around button holes.
F. Made in China
G. $60
H. XXS, XS, S, M, L, XL
I. 2 colorways
J. 12 SKU’s
Print/Colorways: Luxury Paisleys
After researching sources within the market, the print for this season will be a paisley print. Below are two colorways using the color palette. Garments will be printed by using the roller printing process.
Original Print
(taken from Fashion Snoops)
Colorway 1:
❖ Aritzia -Babaton
❖ F/W ‘21/’22
❖ Timeless Essentials
❖ Colors: Whisper White, Rose Quartz, Dark Slate, Pale Olive
Colorway 2:
❖ Aritzia -Babaton
❖ F/W ‘21/’22
❖ Timeless Essentials
❖ Colors: Warm Sand, Pale Olive, Whisper White, Deep Violet
Print Resources
Fashion Snoops
Fashion Snoops forecasts the theme of “Ornate Opulence” for the Fall and Winter season of ‘21/’22. An intersection of beautiful prints and trending colors will bring a modern take on classic and historical prints.
Runway
A variety of paisley printed looks were seen walking down the runway during the latest seasons of fashion week for Fall and Winter ‘21/’22. Rokh and Altuzarra are two designers pictured left who are using this print within their collections.
Shopping the Market
Three retailers that coincide with the aesthetic and/or target market of Aritzia are & Other Stories, Club Monaco, and Mango. Each of these flagships are located on Broadway in New York City and are in very close proximity to an Aritzia store as well.
& Other Stories
& Other Stories is a retail store that provides clothing from three design ateliers, located in Paris, Stockholm, and Los Angeles. The color palette of their clothing selection very closely resembles the color palette chosen for Aritzia and has many of the same silhouettes chosen as well.
This store carries a lot of items coinciding with the “puff sleeve” trend, illustrated in the cut and sew knit fashion top.
Club Monaco
Club Monaco is a store founded around the idea of “better basics”, which is also very apparent through their selection of garments. The whole store follows a color palette that is very similar to the one chosen for Aritzia; very neutral and for a more sophisticated customer.
Club Monaco offers a turtleneck very similar to the cut and sew knit key item top.
Mango
Mango provides a very similar aesthetic to the previous two stores as well as Aritzia. Mango followed the same simplistic and neutral color palette and even had similar designs to the ones chosen for Aritzia’s Fall 2021 Collection. Mango, however, differs from its competitors by focusing on a Mediteranean esense and slow lifestyle.
This top follows the mock neck collar trend.
Line Sheet: Fall 2021 Timeless Essentials
Fall 2021 Costing Changes
For the key item, the Fall 2020 style was updated by adding a turtleneck and long sleeves. Additionally, a ribbed knit fabrication served to raise costs at production. The garment maintains a set-in construction and imported origin. The fabric content was also adapted from a 94% Rayon 6% Spandex blend to a 95% Cotton 5% Spandex.
Secondly, the cut and sew knit fashion top experienced an increase at cost through details such as a double knit collar, armholes, and hem. The sleeveless style of Fall 2020 is notably updated to feature a puffed sleeve with ribbed knit and overlock stitching. However, the style maintains a set-in construction and imported origin.
Thirdly, the Fall 2021 cut and sew knit print top is an update on the short sleeve cropped t-shirt from last year. This style also experienced an increase in cost with the addition of long sleeves and a cut and sew collar. Last year’s offering was done in a 94% Rayon 6% Spandex jersey knit. This year, the style was developed in a 100% Cotton interlock fabrication with overlock stitching and buttons. These details raised the pricing at cost and informed the increased retail pricing.
Summary
Babaton’s Fall 2021 collection, Timeless Essentials, delivers a fresh update from last year’s collection with cutting edge silhouettes and colors. With an energized yet soothing color palette, this collection offers the balance that most consumers are craving within their busy lives. Babaton’s new silhouettes for this season include the turtleneck, puff sleeve, and an oversized fit each offered in multiple colorways. This season's silhouettes offer a sweet feminist touch with minimalist detailing to add spark into each garment.
After researching trade publications, runway shows, competition, and forecasting services for trends within the market for this upcoming season, Timeless Essentials offers a very trend-forward assortment while also remaining classic and always wearable. This collection offers the customer fashion-forward luxury garments at lower, more affordable price points. Timeless Essentials will disrupt the market due to the collection’s trendy and affordable pieces that answer all the needs of a Gen Z or Millenial consumer searching for stylish and modern pieces.
