“I love this store!” , “I have four words! The best store ever!” These are what you will most likely receive when you ask youthful shoppers’ opinion about Aritzia in downtown Vancouver.
The comments about Aritzia might be a bit over the top, but many retail industry observers are equally enthusiastic about the privately held, family-owned company that caters to adolescents and women aged 14 to 30. How did the company rise above the fashion crowd? One of the great contributors to Aritzia’s success is that the company has influenced many customers’ attitude toward the brand.
As David Gray, president of, a retail information and strategy company, stated ” There were people all bending over backwards to get Aritzia into their malls. They’re Canadian and they’re different.” Aritzia was borne of a family with a retail legacy in Vancouver. Aritzia made good use of its history background by educating customers its uniqueness: Made in Canada. The company created an emotional bond with Canadian customers. It successfully conveyed the message: buying products from the company is the way of supporting the Canadian fashion industry, just like it stated in the campaign: ” Support your local industry.”
In addition, as you will notice when you shop in Aritzia stores, salespeople all dress like very fashionable and chic. Employees were encouraged to wear the latest store apparel, serving as living mannequins, thus made customers believe in that “Any girl who work or shop here definitely has style!” says one young shopper.
Influencing cognitive and affective component of customer’s attitude, Ariztia became one of the most competitive retail store in Canada.
source: http://www.retaileducation.ca/index.php?option=com_content&view=article&id=72&Itemid=61
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