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By: Mei Lei Hoi

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Table of Contents • Mission Statement


• Marketing Objectives


• Consumer Analysis


• Grand Chatt


• Grand opening


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Mission Statement Aritzia is going to expend a new store in November 2013 at Seattle downtown. Seattle downtown area is a famous shopping center. We believe we can bring an entirely new energy to Seattle Downtown. The company’s mission statement is to make its consumers feel satisfied. Aritzia is a company that sells quality women’s apparel. We strive to supply the customers with quality clothing. The image of the store resembles comfort, fashion and grace. In the company, consumers are the bosses. All employees are to be trained to be polite, smile to consumers and support them perfectly. The company also strives to supply the customers with comfortable and well fitting clothes. The stores have spectacular interior designs that offer customers a beautiful and fashionable area for shopping. Since shopping requires a spacious area, we have enlarged the area to fit all the customers. We will also include a mirror in the fitting room.

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Marketing objective

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Marketing Objective Increase Brand Awareness Aritzia will concentrate in the advertisement after the store is opened. A new magazine will be issued as a catalog each month. This magazine/catalog will introduce the company’s newest arrivals available at the store and company. Each magazine will be accompanied with a gift like discount coupon and will cost $3.00 each. We would like to post the posters on the nearby colleges and universities. Online shopping business is crucial in the current world, but we currently do not have online shopping service. We will work on that and create more online service such as giving customers the chance to add comments to the company’s website and garments.

Decrease regional operating expense Decreasing supply chain from the warehouse and business and investing in more training for the employees will diminish the amount of inaccuracies that are made. This will inevitably save money. Create more lines, such as accessories and shoes and corporate with another brand We currently do not carry any accessories and shoes lines in the store. We would like to corporate with other fashion band like Marc, by marc Jacobs, to create a limited line. Aritzia believes that it will increase its popularity a lot. Extend the brand into a growing demographic. Aritzia would like to expend more shops in the future in the U villages within the year that Seattle Downtown shop will be opened. We will expend more shops to more countries in the future.

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Timeline to achieve the objective

Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 advertisment increse online service-online shopping online service- comment section train employees create new lines corparate eith other brand extend s new store

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Consumer Analysis With Vals and Prizm NE

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Aritzia will be located in Seattle downtown 4th Ave. Aritzia is a young women’s high-end clothing store. We have high-quality garments and fashionable designs.

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Our location is in downtown Seattle, Washington state. Which is the place that most people want to do their shopping, and it is the place that having a lot visitors. The total population in WA is 3,554,760 and male are 49.82% and the female is 50.18%. The average age around here is 35.3 years old, and the average family members are 3.06. 1 The average incomes in Seattle area are as following:

Median household income



Average household Income



Per capita income



Median Disposable Income




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From the following we can see people who live in the Seattle have higher income than average people in the Washington. Which means it is a really good place to start the high-end business, also people live in Seattle area has high education level.. B. Psychographic analysis Lifestyle: Aritzia’s primary consumers are mostly university students and high-income single females. Most people who live in Seattle Downtown study in Art Institute of Seattle, Seattle University, Seattle Pacific University and Seattle Community College or work at Downtown Seattle’s businesses such as bank of America, Pacific Place, West Lake, Nordstrom, H&M, and Tiffany & Co. among others. The students mostly go to school for 4 hours per day. They have a lot of free time since they wake up at 8:00 am to go to school and finish school at 12:00pm. Some of the students have a part time job in Nordstrom, H&M, Westlake and American apparel after school. Some of them go to 24hours gym while some go to the coffee shop to study. Moreover, some of the students like to go to Seattle Downtown to shop. The young students like to dress fashionably and do not care about the price. This is because most of the students in Art institute of Seattle, Seattle University and Seattle Pacific University are rich; their schools are private schools. They pay high tuition fees; therefore, their families have the ability of affording the fees. The cars they drive are middle-high cost cars because they are rich. Hence, the store is an excellent place for them to shop. On the weekend, they like to hang out with friends, go on dates, movies or go to a party. Therefore, they dress up pretty to go out. Therefore, Aritzia will be suitable for them to shop. Most of the high-income single females work from 8:00am to 5:00pm and like going to Starbucks, Tully’s after work to relax. Some of them like to go to the cheesecake factory, the steak house, and Wasabi to have dinner. Most of the people still like to hang out in Seattle Downtown after working. They like high quality clothing so Aritzia will be a pleasant place for them to shop.

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VALS: We have chosen to the use the VAlS to find our main target market. According from the web site VALS is an:

“The main significance reason to do the VALS™ segmentation framework is identifying the primary motivation (the horizontal dimension) and resources (the vertical dimension). This segmentation result will base on the responses of the VALS questionnaire from the U.S. adult consumer from one of the eight segments. ” From the Chat we can see there are many different type motivations, those motivation can help us find right target customer for us. At first we will choice some of the motivation that fit in our business, so the people who got those behavior or motivation will be our main target customers.2

Primary Motivation The primary motivation is to show the consumer’s characteristic effect on the way they buy the product and services and seek experiences that fulfill their wants. An individual's primary motivation determines in particular about the self or the world is the meaningful core that governs his or her activities. Consumers can be determined by one of three primary motivations as follows: ideals, achievement, and self-expression. Consumers who base their primarily motivation on ideals are inspired by knowledge and


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principles. Consumers whom are primarily motivated by achievement look for products and services that demonstrate success to their peers. Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk.3

1. Innovators Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. 4 2. Experiencers Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff. According to the Vals, innovators are self-confidence. They are hard work and have high income. They have ability to survive in the competition. These people like to shop and buy high-quality goods. Aritzia provide good quality fashionable clothing, our garments are unique. We have out awn designer teams, we ensure that we can fulfill our innovators desire. As for the experiencers, they are young and like new products. They like to spend money on clothing and they like to buy looking food stuff. we ensure that we can fulfill our experiencers desire.

3 4

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Prizm NE Prizm NE is a Segmentation System that does the research on people’s life style and behavior. From the Prizm NE we can know what types of people are in our location. Also it can help us easily to catch right target market, by looking what kind people are around the area. Our business will be located in downtown Seattle, with the Zip code.5

04 - Young Digerati Wealthy Younger Family Mix “Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew.”6 This type of people is young and with high income salary. Most of them rent the apartments. The education is University graduated or higher. They live in fashionable neighborhoods. They like to spend money on fashionable clothing.7 09- American Dreams Upper-Mid, Middle Age Family Mix “American Dreams is a living example of how ethnically diverse the nation has become: just under half the residents are Hispanic, Asian, or African-American. In these

5 eName=Segment%2BExplorer 6 =1027&prevSegID=2000&filterstate=lifestage_group_alias~Y1&sortby=segment_code 7 eName=Segment%2BExplorer

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multilingual neighborhoods--one in ten speaks a language other than English--middleaged immigrants and their children live in upper-middle-class comfort.”8 This type of people is around 35-54 years old. Mostly their jobs are white collar. The education is absolute university graduated or higher. The ethnic diversity is White, Black, Asian, and Hispanic. They usually shop at old Navy. In the free time, they will read Black Enterprise or watch “Telefutura”. The car they are driving is Toyota Scion.

B Secondary consumer Our secondary consumers will be the high income parents. They are around 50s-60s, they are successful and willing to spend much money on the children. They will be our secondary consumers. Vals 2. Achievers Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional

8 =1027&prevSegID=2000&filterstate=lifestage_group_alias~Y1&sortby=segment_code

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lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery. 9 As for the achievers, they have set their goal-oriented lifestyles and a deep commitment to their career and family. Therefore, we will need to be reminded often that Aritzia provides the best customer service to them and how we care about their family. We will send e-mail to them each month which can make them know what we will have in an assortment. Experiencers are motivated by self-expression so which means once they like our product they will became brand loyalty. Prizm 07- Money and Brain Wealthy Older Family Mix The residents of Money & Brains seem to have it all: high incomes, advanced degrees, and sophisticated tastes to match their credentials. Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots.10 This type of people is around 45-64 years old. Mostly their jobs are the owners or the manager level. The car they are driving is Mercedes Benz. They usually shop in Nordstrom. They have few children and they have the ability to spend money on their children. That will be our secondary consumer target.

Indirect competition identification The products we are carrying are high quality garments with mid-high prices. Some people around here are not willing to pay that much money for apparel. They might prefer to go to H&M or Forever 21. Some of them like to shop Accessorie, They will go to Tiffany&Co. Some of them just like to have dinner in Downtown Seatlle. They spend

9 ageName=Segment%2BExplorer 10

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money in Cheesecake Factory, The steak house. Some people just want to go to watch movie instead of shopping. They go to AMC. Those places are our Indirect competitors.

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Behavioral Analysis Make up nightclub movies games

Favorite drinks music electronics Games

Foods Sporting goods

In Seattle Downtown, most people like to go to watch movies on the weekend. They are young and energetics. They like to try new things. They like to shop for clothing and accessories the most. It’s an advantage for Aritzia to extend the new shop in Seattle. Most of them like to go to night club or parties.

Market location and scope 4th Ave, 98121, downtown Seattle


Geography and Climate

“Seattle is situated on a series of hills in a lowland area on Puget Sound's eastern shore between the Olympic Mountains to the west and the Cascade Mountains to the east. Westerly air currents from the ocean and the shielding effects of the Cascade range produce a mild and moderately moist climate, with warm winters and cool summers. Extremes in temperature are rare and of short duration, and the daily fluctuation is slight. While Seattle is known for its pronounced rainy season and frequent cloudy weather, the average annual rainfall is actually less than that of many other cities in the United States, including New York and Atlanta.” Area: 83.9 square miles (2000) Elevation: Sea level to 450 feet above sea level Average Temperatures: January, 40.8° F; August, 66.1° F; annual average, 52.4° F Average Annual Precipitation: 36.6 inches Location:

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Aritzia will open the first store in 4th Ave, Seattle, WA, 98121. Later we will keep opens other branch store in other place. The location is in downtown Seattle. Seattle is located at Elliott Bay on Puget Sound, near the mouth of the Duwamish River. The city area encompasses a set of low hills no more than 500 feet in altitude. It is bounded on the east by Lake Washington, a fresh water lake extending 26 miles north to south. Beyond Lake Washington to the east there is the Cascade Range and on the west, across Puget Sound, there is the Olympics Range.

Scope: The location of the store is nearby Seattle downtowns, which are around a lot shopping center, such as U village, Westlake Center, and Pacific Place. The benefit of this location is because it is the place that most people want to shopping, and it is the place that having a lot visitors. The zip codes around us are: •

98101, Seattle

98102, Seattle

98103, Seattle

98122, Seattle

People who are living in those zip codes come to shopping in downtown area a lot, which make Retail Park in Seattle downtown area became a most popular place for shopping. It will become our business’s benefit just because our location.


Market size and growth data:

Seattle has the second largest population of cities within King County, which is Washington State’s most populous county. King County is also the twelfth most populous county in the United States. From a research off the internet, according to,

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in 2007 Seattle (zip 98121), the downtown Seattle, WA, has a population of 586,200 people.

From the website: “The city grew by 1.3 percent between April 1, 2006, and April 1, 2007, putting the new total at 586,200, according to data the state Office of Financial Management released Wednesday. The growth rate was up from 1 percent the previous year; the rate was the highest of any year in state records since 1968. The closest year was 1992, when the rate was 1.26 percent.11 Meanwhile, in U.S. Census Bureau population numbers released Thursday for July 1, 2005, Seattle moved past Milwaukee and Washington, D.C., to make it the nation's 23rd largest city. The Census estimate for Seattle of 582,454 people was just 8,309 people behind Boston. ” The population of Seattle is still growing from 1980’s until now because Seattle has a strong economy. It keep changing or developing the new business. The city's growth rate has averaged 4.1 percent from 2000 to 2007. At beginning of 1980 the population in Seattle was increasing very fast until now. Before, 1980 Seattle was developing well so not many foreign people would like to immigrate. However, after 1980 as Seattle


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developing as well more people are immigrating into Seattle Washington. As more people come in the economic in Seattle will grow bigger and better.

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Establishing a new Aritzia shop in Seattle Downtown Aritzia is a young women clothing store. We are selling high quality fashionable clothing. We want to expend a new store in Seattle downtown to explore our new business. We will be located on the downtown 4th AVE. which has many people pass by. The main reason Aritzia want to expend a new shop there because

Strengths •

Competitor- free people They have

Weaknesses •

been located in the Seattle downtown

downtown's 1th Ave. while people

area for more than 5 years. They are

usually shop at the 3th Ave and 4th

stable enough.


'Free People' is a women’s fashion label

limited since the most of their products

presence counts over 60 boutiques

are designed for younger generation. •

known clothing brand . They come up with new styles every 3

The garments' quality does not match with the price.15

products including thousands of looks


per season.

They organize lots of sales each season

young audience.

to get rid of out-of-fashion clothing.

A well-developed website.12

known than our US competitors.

The prices are rather high for a Being a Canadian brand we are less

Weak promotion activity.

Seattle downtown is a well-known

Along with opening new stores we

tourist center. There are over 2.3

are likely to face some financial instability.

Aritzia •

Weak promoting activity. 'Free people' does not advertise a lot.

weeks. There is a wide variety of

Their customer target market is rather

under the URBN, Inc. The retail within the United States. It’s a well-

They are situated in the Seattle

12[Brand]_General_-_Exact-_-Brand__Google-_-free%20people&kwid=87054e218e634db39a546b8299bd471a 15

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millions tourists coming to Seattle

We have only one shop in Seattle

Downtown every year. Thus it’s a

Bellevue area, moreover, it’s less known

wonderful opportunity to build a

than those of our competitors.

business reputation on opening the Aritzia shop in Seattle downtown. 13 •

Good customer service and

personal style consultants. Our clients are welcome to make an appointment with the employees in regards of styling the clothing we offer. It really helps to increase sales. •

High quality garments.

Aritzia launch fashion show stands

out for a great impulse in advertising our brand.14 Opportunities Competitor-free people

Threats Competitor- free people

Lot of competitors in that area.

Lot of competitors in that area.

Online shopping

World economy is going down and

World economy is going down and

young people can't afford spending too

young people can't afford spending too

much for clothing.

much for clothing.

Aritizia •

Pricing 'wars' with competitors.

Strong potential for the further growth

The unemployment rate of 7.70%

on the US and overseas clothing brands

within the Seattle area along with bad


economic conditions in the world. As the

Develop new products and service.

result, people tend to spend less for

New style and unique novelties from a

expensive clothing.16

Aritzia •

• A big number of competitors offering


"Visitor Statistics." Seattle: Facts And Figures. N.p., n.d. Web. 12 Sept. 2012. <>. 14 "ARITZIA LOVES." JOIN US FOR OUR SPRING/SUMMER 2011 FASHION SHOW. N.p., n.d. Web. 12 Sept. 2012. <>. 16 "Market Intelligence." Seattle Unemployment Rate. N.p., n.d. Web. 12 Sept. 2012. <>

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variety of designers.

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lower prices.


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Anthropologie Strengths: -

A relatively new company, which implies that it has not been able to establish a

strong brand yet. Additionally, the company attempts to satisfy the consumer needs of women in home furnishing. -

Their target market include people in their 20s-40s. As their product range is

varied the company may attract more customers.17 -

They are good at window merchandising, which can be helpful for their own store

image. Each Anthropologie store enlist artist teams to create innovative displays. Weaknesses: -

It is difficult to manage numerous product lines, a large store space and numerous

staff. -

A low quality customer service as it is difficult to keep the standard in big stores.

Opportunity: -

Moving their product into a new market sector; creating more new products such

as menâ&#x20AC;&#x2122;s and/or kidâ&#x20AC;&#x2122;s wear. It can attract more customers. -

To extend the business worldwide.

Threats: -

The global economy is currently in a recession


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J.Crew Strengths: -

J.Crew is venturing into new specially shops for men and women attracting a

larger audience. -

J. Crew store has been located in the Seattle Downtown since November 1994.18


Itâ&#x20AC;&#x2122;s a well- known company. The company has around 13000 employees at 320+

stores working to make the brand better. -

There is the US First Lady among their loyalists.19


Each year the company issues the J.Crew catalog, which is distributed in more

than 80 million copies proving their enormous international presence. -

A popular American denim label Madewell, which was introduced by the

company in 2006, is currently appreciated a lot. Weaknesses: -

Over-expansion in Seattle can make some people shop in another area.


They are still losing in sales in comparison to some of the competitors.


Lack of new-style products.

Opportunities: -

J.Crew is venturing into new specialty shops for men, women and kids, which

should make their sales high. -

Global expansion into newer markets.


18 19

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Rapidly changing fashion trends.


Rising production costs can put a dent in the profits of the brand


Heavy and increasing competition.

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Gantt Chart & Grand opening

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Aritiza Gantt Chart before grand opening

Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-12 Jun-13 Apply license Contact vendor Interior design decide the drinks and food Build out Hire, train employees Advertsing Visual merchandising Advance Promotion build a platform set up electronic ,systems soft opening Grand opening

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Jul-13 Aug-13



Grand opening A. The grand opening will significantly improve the representation of Aritziaâ&#x20AC;&#x2122;s store to the customers; therefore, Aritza will be highly successful. Our company will invite the twenty six year old American model and artist, Lindsay Lohan, as the chief guest. Lohan began her career at the age of three, as a fashion mode.20 Our company chose her because she resembles a fashion icon for youth and these matched youths with the ages of twenties. Lohan will put on or brand on grand opening because our company believes that this will be influential because she is a celebrity. Aritzia will pass the messages of invitation to the Local Arts, Seattle time and Seattle news. The media will have an enormous impact on our fashion industry and this will make the business popular. The media will have an opportunity to interview Lohan and the chief executive officer of Aritza. Our company will record the video interview and post them online on social media sites like face book, you tube, the companyâ&#x20AC;&#x2122;s website and fashion blogs. On the day of the grand opening, we will provide free drinks and food for all the guests. Aritzia will also begin to advertise the occasion four months before the occasion commences. Aritzia will post the advertisements and invitations to the companies and the residents of Seattle. Aritzia will also post the posters on other Universities like Seattle pacific, Seattle University and the University of Washington. This is because the target market for our brand is majorly women of approximately twenty years and above. Aritzia will also give a bonus to the first one hundred customers to purchase on grand opening day. The first one hundred customers will receive fifty dollars and a oneyear membership. Other customers will also sign a free one-year member ship. Those customers with the membership card will receive a ten percent off for annual purchase. B. Nov 2012 Secure location in Seattle Downtown. 20

"LohanLindsay ." Wikipedia. Wikimedia Foundation, 09 Oct. 2012. Web. 12 Sept. 2012. <>.

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Apply for the Necessary business license at state, county and city Dec 2012 Start to contact with vendor. Contact with the designer of the interior. Get the license for the store. Jan 2013 Start to hire the salesperson. Start the interior and exterior decoration Start to plan the grand opening, set up for the dates. Feb 2013 Decide what type of advertising. Contact with Lindsay Lohan agency to make an appointment with her. Contact with Seattle time newspaper, local art and Seattle news. March 2013 Decide the food and drinks. Check the order with vendor. Print out the advertising, posters and invitation. Start the training with salespeople. April 2013 Continue with the training Advertise on Facebook, TV and blog. May 2013 Send out and e-mail the invitation card to consumers.

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Post the advertisements nearby the College and Universities. Hire a caterer for grand opening. Jun 2013 Decorate the store exterior with balloons and flowers for the grand opening. Build a platform for the grand opening July 2013 Rent the speaker, music and sound field for the grand opening. Meet with the employees to schedule the working time. Unpack the product from the order. August 2013 Send out all the e-mail to the people in the community. Clean up the store. Sep 2013 Soft opening. Make sure sending out all the invitations to the guests. Final meet up with the employees. Grand opening The Agenda for NOV 20 2013 Grand opening day 8:30- testing and setting up the speaker, music and sound field, Preparation of drinks and food. 9:00- Aritzia Chief executive officer, Lindsay Lohan, local media and the guests turn up for the event. We will provide all the guests with the logo design for Aritzia for recognition.

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10:00- Grand opening event begin. Event holder begins to introduce the guests and warm up for the occasion. We will supply the guests with drinks and food. 10:30- Aritzia chief executive officer and Lindsay Lohan address the crowd. 11:00-Hanging and cutting of banners for celebrations. 11:15- The media will begin to interview the chief executive officer of Aritiza regarding the company and Lohan. 12:00- The banners shall be cleaned. Foods and drinks shall also be put on the table. 1:00- The store will officially open. Customers will begin to enter the store. 20:00- The store will close and the clean up will begin. 21:00- There will be criticism of the event and employees of the company. C. Aritzia is a company that sells quality womenâ&#x20AC;&#x2122;s apparel. We strive to supply the customers with quality clothing. The image of our store resembles comfort, fashion and grace. Our company also strives to supply the customers with comfortable and well fitting clothes. Our stores have spectacular interior designs that offer the customers with a beautiful and fashionable area for shopping. Since shopping requires a spacious area, we have enlarged the area to fit all the customers. We will also include a mirror in the fitting room. During the grand opening, we will decorate the store with colorful and beautiful balloons and play background music. We will restrict an entrance number of customers to forty-five for every thirty minutes.

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<>. "Visitor Statistics." Seattle: Facts And Figures. N.p., n.d. Web. 12 Sept. 2012. <>.

"Segment Explorer." PRIZM Market Segmentation Research, Tools, Market Segment Research,. N.p., n.d. Web. 13 Sept. 2012. <>.

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my marketing project