Feb 02 2011
So what’s so good about Aritzia?
SoSeems like everybody (at least 15-30 girls/women) seems to shop at Aritzia. I never quite understood how people can be attracted to the overly expensive clothes sold at this retail chain but also spend their hard-earned money to buy it!
Aritzia Logo
Though not a huge fan of Aritiza due to their sky-rocketing prices, I must commend them on being able to find such a good target market and fully exploiting it. Having followed the STP (Segmenting, Targeting, Positioning) to a tee, Aritzia was able to segment the market, by considering going into women’s fashion; targeting the age group of 15-30, who are either able to manipulate their parents into buying the clothes for them or having part-time to full-time jobs and the disposable income associated with it to fund these costly expenses; and Aritzia is finally able to position itself as a fashionable retail store with current styles at a higher than average price. They offer clothes by various designs that are tailored to their target market, and keep ordering from that line, such as Wilfred, if it does well.
As seen in www.businessoffashion.com, Josh Lutzker, a Principal at Berkshire Partners, explains: “[we] invested in Aritzia because of the strength of the management team, led by Brian Hill, and because of Aritzia’s outstanding position in the market. Aritizia’s connection with its consumers, the strenght of its product design and its excellence in store design and retail operations have all led to very strong retail economics and a unique opportunity for growth”.
The fact that Aritzia was able to capture their target market so distinctly by using the STP principles has definitely led to their success. The fact that females of that age group are very influenced by social media, peer pressure and mob mentality helps, too.