Canadian companies making it big globally seems to be something that is scarce in today’s business world. That’s why I was surprised to learn that Aldo, a globally-recognized shoe brand, is and has been Canadian and owned by Aldo Bensadoun for almost 40 years! This article really gets to the bottom of why this company has been so successful. Aldo has been in the business for so long that they know exactly what consumers want and how much they are willing to pay for it. This invaluable knowledge comes into play when they select the shoes they will sell under their four banners: Aldo, Spring, Little Burgundy, and Globo. By choosing from 500 designs four times a year, this brand is able to appeal to their customers’ ever-changing tastes. Although this inventory ratio is very long compared to that of Zara’s, discussed in class 15 (supply chain management), it seems to be working for Aldo. The long selection process for what product they are going to sell shows that the brand cares about their customers. After 40 years of eye-popping ads and products, Aldo is making the most sales ever. They are on track to make $1.8-billion in sales this fiscal year. Aldo is only able to achieve this because they are constantly staying on top of trends and giving the customers what they want. Aldo is a prime example of a business knowing its place in the market and its customers, which are key if you want your business to give the boot to the competitors.
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