Aritzia 6-month buying plan

WE ARE ARITZIA Sterling Jones, Emerson O'Connor, and Stephanie Fernandez FASM 245-02 Professor Demesko

TABLE OF CONTENTS: 01 Brand Overview

02 Target Market

05 SWOT /Outerwear Market place

03 Aritzia Social Media

06 6-month buying plan

04 Technology

07 Works Cited

+ Lifestyle Trends

Core Mission Statement:

https://www.aritzia.com/us/en/aritzia/about-aritzia/about-us.html

"WE ARE ARITZIA": BRAND IDENTITY Aritzia's brand identity is being the most relevant and loved fashion destination for women all over the world. Aritzia believes in fashion that inspires others and is both beautiful and beautifully made.

Aritzia believes in an experience that delights, stunning spaces, human interactions, thoughtful touches, a sense of energy and fun.

Core Values: - Beautifully made clothing - Experiences in-store - The most relevant fashion destination https://s21.q4cdn.com/489771965/files/doc_financials/2019/2019-AIF.pdf (page 11)

"WE ARE ARITZIA": SCOPE Aritzia scope encompasses three dimensions—the offering, geographic location, and vertical integration.

OFFERINGS TO THE CUSTOMER: Aritzia carefully considers each destination that includes physical and digital. Aritzia offers to taking care of their clients with aspirational shopping experiences with the Aritzia Concierge for assistance online and in-store.

GEOGRAPHIC LOCATIONS: Graphic of locations of boutiques and distribution center for Aritzia on slide 04.

VERTICAL INTERGRATION: Aritzia is vertically integrated, Aritzia is differentiated multibrand strategy by doing so it gives the company control over the products and provides Aritzia with the flexibility to optimize the brand mix as needed to address changes in consumer demand and fashion preferences, which allows the company to attract a wide client base and increase target market.

Aritzia also has its own specialty cafés in certain locations called "A-ok Café", which ties in with their brand identity "experience that delights". https://learn.marsdd.com/article/strategy-statement-articulating-your-competitive-advantage-objectives-andscope/ & https://s21.q4cdn.com/489771965/files/doc_financials/2019/2019-AIF.pdf (GRAPH) https://learn.marsdd.com/article/strategy-statement-articulating-your-competitive-advantage-objectives-and-scope/ (SCOPE DEFINITION)

"WE ARE ARITZIA": COMPANY SIZE Number of Employees: 1,0015,000 employees Total of Boutiques: 92 Boutiques Total of Distribution Centers: 3 Distribution Centers Markets: United States and Canada https://s21.q4cdn.com/489771965/files/doc_financials /2019/2019AIF.pdf (Page 16)

WE ARE ARITZIA: Merchandising Venues & Number of stores Merchandising Venues: Aritzia offers their product through a seamless omni-channel approach, Aritzia's premier real estate locations and on aritzia.com.

To the right the charts shows Aritzia store locations in the United States and Canada. https://s21.q4cdn.com/489771965/files/doc_financials/2019/Aritzia-Annual-Report-Final.pdf (Information) https://s21.q4cdn.com/489771965/files/doc_financials/2019/2019-AIF.pdf (GRAPH)(page 14)

Customer Base: - Target Market - Customer Profile - Social Media Presences

"WE ARE ARITZIA": TARGET MARKET Women 20-30

Cares about quality and comfort Enjoys a shopping experience Is updated on current trends

Has a simple yet sophisticated look

https://www.instagram.com/p/B7JZPZpAWrT/

ANNABEL ROSENDAHL Age: 30 Occupation: Fashion Buyer/Stylist and Social Media Influencer Income: $90,000 per year Location: Norway Education: Bachelor’s in Business Administration and Management from Norwegian Business School Lifestyle: Travels around the world, attends fashion shows, enjoys the finer things in life, and is constantly documenting her styled looks.

Social Media: 118k Followers on Instagram and Blogs about her lifestyle through annabelrosendahl.com Style: Neutral colors used within her chic looks while adding elements with designer headbands and accessories https://www.instagram.com/annabelrosendahl/?hl=en

SASHA MEI Age: 22 Occupation: Communications Lead at L'OrĂŠal Income: $46,000 per year Location: Montreal, Canada Education: BA in English Literature and Minor in Communication from McGill University Lifestyle: Enjoys exploring the city of Montreal, capturing images of her looks and lifestyle, and practicing her freelance writing Social Media: 45.9k followers on Instagram and Blogs about her lifestyle, fashion advice, and beauty tips through @sashamei.work Style: a young but sophisticated look tied with strong quality pieces https://www.instagram.com/sasha.mei/?hl=en

"WE ARE ARITZIA":

ARITIZA experience through Social Media.

How does Aritzia use their social media presence?

• • • • • •

Answers Customer complaints or questions Social Media indorses celebrities to relate to the customer base Keeps the Customer updated in Real-time through company's Twitter.

Relates to the customer base by posting their customer's favorite fashion influencers.

Promotes product through the customers view via tagged posts.

Posts the ARITZIA experience (in-store café, interior design, take-over Instagram stories) through Instagram stories.

• Encourages followers screenshot aesthetically pleasing photos from ARITIZA photoshoots (via. "Wallpaper" Instagram story). Wallpaper photos are also sneak peeks to the upcoming collection. (Encouraging interaction through social media).

• Promotes brand events.

• Promotes Instagram filter (Encouraging interaction through social media)

"WE ARE ARITZIA": SOCIAL MEDIA PRESENCE - Instagram: 844k Followers - Twitter: 62.4k Followers

- Facebook: 198,066 Likes - Pinterest: 3.5 m Monthly viewers - Spotify: 6,073 Followers

Aesthetically pleasing posts

Why does ARITIZA post their shopping bags?

• Promotes the brand and product at the same time.

• Aritzia believes in an experience that delights.

• Subtly in promotion while scrolling through Instagram.

• Makes you question the story behind the post.

• Aesthetically pleasing likes, followers will like post because it's Aesthetically pleasing and makes you considering shopping at ARITIZA.

Lifestyle Trends -

Technology On the Go Ecommerce Veganism

"WE ARE ARITZIA": Technology How does Aritzia use technology?

• Email List • Does not have an app • Does not have a loyalty rewards program • Shop via Instagram • Payment Plans: Afterpay, Paypal, Apple Pay • Instore communication between employees “We Are Aritzia” • In-store and online concierge service • Aritzia also will send instructions on how to care for an item you purchase. source

"WE ARE ARITZIA": On the Go Streetwear & Athleisure influence is heavy in the last few years. Why? - Light and versatile materials vs. previous outwear designs.

- Form and function with multiple pockets, water-repellent & windresistant.

"WE ARE ARITZIA": Veganism The VEGAN Super Puff is ARITIZA's response to sustainability.

• Adding options for those who live a vegan lifestyle.

• Creating new options to meet the demand of consumers.

"WE ARE ARITZIA": E-commerce Addressing customer concerns: • Trying on in-store and the problem of purchasing online. Aritzia addresses this by providing size charts.

• Customers researching options of brands before splurging.

• Thinking that their outwear is a good investment due to the versatility of Canadian weather and Northern states.

SWOT analysis: - SWOT analysis of the ARITIZA Marketplace - SWOT analysis of ARITIZA Marketplace of Outerwear - Competitor Grid - Top 3 competitors SWOT analysis

MARKETPLACE: SWOT STRENGTHS - Functionality focused - The biggest product category is outerwear - Heavy influencer and celebrity marketing - Outerwear is a necessity in their consumer's lives

WEAKNESSES

OPPORTUNITIES

- One outerwear style within Men's

- Create more styles within Men's

- Other outerwear-based retailers

- Located only in the major US cities

- Open more locations throughout the US and globally

- Other brands can carry styles from the same vendors

- Create a wider size Range

- Companies like Nordstrom and Reformation have the same clientele

- Sizes are not practical for the everyday woman

- Vegan options - Exclusive sub-brands - Product development is done at the headquarters

THREATS

https://www.aritzia.com/us/en/clothing/coats-jackets

MARKETPLACE: OUTERWEAR Outerwear is highlighted as a main sector of the brand, in-store, online, and through their consumer.

VENDORS:

PRICE POINT:

CATEGORIES:

STYLES:

Tna Denim Forum Babaton Ksubi Wilfred Levi The Group Sunday Best Little Moon

$65.00 - $475.00

Women's Men's (Puffer) Dogs (Puffer)

Puffer Jacket Trench Coat Parka Blazer Vest Rain Jacket

Denim Teddy Leather Vegan

MARKETPLACE: COMPETITOR GRID

MARKETPLACE: TOP 3 COMPETITORS

MARKETPLACE: SWOT STRENGTHS - Strong Brand Identity - Wide range of styles in outerwear

WEAKNESSES - Outerwear is not as big of a product category

- Store locations throughout the US

- Advertised towards warmer climate locations

- Falls under the URBN company

- Does not produce outerwear for Men

- Wholesale channel - Lower price point

OPPORTUNITIES

THREATS

- Highlight the functionality of outwear

- Similar age range for target consumer

- Release a line within Men's outerwear

- Carries outerwear styles for dogs

MARKETPLACE: SWOT STRENGTHS - Strong brand reputation - Made for functionality - Sold through other retailers - Located globally

WEAKNESSES - Not a huge demand in warmer locations - Functionality over the design

OPPORTUNITIES - Incorporate more design into styles

THREATS - Same price point - Bestseller is the puffer

MARKETPLACE: SWOT STRENGTHS

WEAKNESSES

- Made for functionality

- High price point

- Sell only Canada Goose products

- Backlash for animal cruelty

- Distributes products to other retailers

- Specific materials and percentages are not listed

- Product categories within Men's, Women's, and Kid's - Locations throughout the world

OPPORTUNITIES

THREATS

- Expand into other product categories

- Both brands originate in Canada

- Create more ethical Products

- Both functionality focused - Aritzia is at a lower price point - The puffer jacket is a Bestseller - Offers more Men's styles

Six Month Buying Plan: Womens Outerwear

Six Month Buying Plan: Womens Outerwear •

US Stores makes up 34.4% of all locations

•

Outerwear is 55% of Aritzia's assortment

•

95% of the outerwear assortment is for Women

New York CityWomen’s Outwear

th Rockefeller Center/5 Ave

000’S

- The New York Flagship does 30% of sales in outerwear - Outerwear is in high demand due to the weather

Los Angeles Flagship Women’s Outwear 000’S

- Los Angeles weather differs from NYC location

- Los Angeles Flagships does 10% of sales in outerwear

Assortment Plan: WOMEN’S OUTERWEAR

Planned Net Sales: 97,962 Outwear Planned Purchases: 111,614,200 Puffer Planned Purchases: 55, 807,100

SIZEDISTRIBUTION 20% 20%

20%

20%

15%

15%

10%

10%

10%

5%

5% 0% 3XS

XXS

XS

S

M

L

XL

Assortment Plan: THE SUPER PUFF Fit

STATEMENT OF OPPORTUNITY Aritzia opportunity is in the expansion of the brand. The brand recently opened locations in the Metropolitan areas of Texas, and with this expansion Aritzia is expected to increase 13.2% in net sales.

This is one of the biggest opportunities for ARTIZIA since their online is doing so well and because there are no stores in the southwest region of the U.S. Since Aritzia Outerwear makes up 55% of the net sales, perhaps it's time for Aritzia to focus their attention on other clothing categories like more athleisure or everyday style We have produced an aggressive buying plan to emphases on the opportunity on expanding retail space or perhaps popup shops for varies seasons.

WORK CITED https://s21.q4cdn.com/489771965/files/doc_financials/2019/2019-AIF.pdf https://learn.marsdd.com/article/strategy-statement-articulating-your-competitive-advantage-objectives-andscope/ & https://s21.q4cdn.com/489771965/files/doc_financials/2019/2019-AIF.pdf (GRAPH) https://learn.marsdd.com/article/strategy-statement-articulating-your-competitive-advantage-objectives-and-scope/ (SCOPE DEFINITION) https://www.prnewswire.com/news-releases/aritzia-reports-third-quarter-fiscal-2020-financial-results-300984129.html (Texas store report)

https://investors.aritzia.com/stock-information/default.aspx https://s21.q4cdn.com/489771965/files/doc_financials/2019/Aritzia-Annual-Report-Final.pdf (financials) https://s21.q4cdn.com/489771965/files/doc_financials/2019/Aritzia-Annual-Report-Final.pdf (IMAGE of store front) https://www.instagram.com/annabelrosendahl/?hl=en (Target Market)

https://www.instagram.com/annabelrosendahl/?hl=en https://www.facebook.com/aritzia/ https://twitter.com/aritzia https://www.instagram.com/aritzia/?hl=en https://www.pinterest.com/aritzia/

(Social Media Presence)