Executive Summary

"Strike the perfect balance of sophisticated and welcoming", is what Aritzias stores
claim. Aritzia is a Canadian innovative company that sells quality womens apparel,
from their own exclusive brands. It also carries clothing from different brands. The
image of the store resembles comfort, fashion and grace.
Being a Canadian brand, Aritzia is less known than the U.S. competitors. It
doesnt have too much promotion activity, so actual and new customers are not aware
of new products and even of the company. We want to increase Aritzias online
followers and customers as well. By increasing the customers, we will increase the
sales up to 30%.
We will engage Aritzias target and new customers in a cost-effective manner.
We will promote the companys name and products by advertising and public
relations. We will reach new customers using online, outdoor signage and organizing
an event. Our theme will be Christmas Eve. The event will be a mini fashion show
and an after party held on December 21st, 2014 at David Pecaut Square, (215 King
Street West Toronto). Inviting customers, celebrities, media people and potential
investors. There will be prizes for the guests. The outdoor signage will include posters
on Torontos subway stations. They will be placed two weeks before the big event and
they will be removed on January. Finally in the online advertising we will manage
Aritzias own website, Facebook, Instagram and Twitter with engaging campaigns to
build reach, create hype and increase awareness. We also will optimize the customer
service program on social media. Implementing cutting edge technology to better
understand Aritizias target market interest, consumer behavior.

Aritzia is a story of retail success, for over 25 years, they have experienced a
consistent growth and still growing strong.

Step 1 - The Brands Marketing mix Strategy

Product
Aritzia offers product that are highly recognizable, including the iconic items from
TNA hoodies and bags, slim-fitting tank tops and leggings. Aritzia emphasizes
fashion-forward clothing with a product mix that is approximately 50% its own
private labels (Talula Babaton is the most extensive) and 50% brand names of the
moment--Miss Sixty, Teenflo and Royal Elastic. So it's not a private-label emporium
like banana republic, Esprit or Zara.
"The thing about Aritzia is that unlike other affordable chains like Club Monaco, the
clothes aren't androgynous," says Toronto wardrobe stylist Sandra Buecking, 25.
"The labels they carry like Kookai and 555 Soul, and their own private label, are
actually quite feminine, flirty and it's good stuff.
There are many other brands at their stores so the private brands of the aritzia first
needs to compete with in house brands.

Price
Aritzia generally have very different brand lines that ranges price very differently.
According to Aritzia Marketing. They have brand Wilfred which sits anywhere between
$80 to $400, and designer jeans that is around $300, it generally ranges from $25 to
$150 for TNA clothes. In general, aritzia charge as premium pricing on most of its
products for people who have a disposable income and care about fashion trend.

Place
Aritzia operates 55 stores in North America. 42 boutiques are located in Canada
including 8 TNA stores and 2 Wilfred stores. Each location is designed individually
and no two stores are the same in appearance. Each store is created with natural
materials, ambient lighting, and warm finishes with an aim to create a "casual,
lounge-like atmosphere". Now it is expanding its market to United States, there are
13 Aritzia stores, including a 13,000 square-foot flagship location in Manhattan, New
York City. In US market such as NYC, is known to be leader in fashion industry.
There are more people would rush for latest styles and have money to spend on
fashion stuff. However, in addition to the ability of capture the target market. Ariztia
who perceived to be targeted for younger females is actually somewhat different with
its original segmentation to female of 30 years old. It is notable for high-end fashions
for the women with disposable income.
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Promotion
For 28 years, Aritzia has instead focused on word-of-mouth and prime storefront
locations to reach its shoppers. That strategy has worked well for the companys slowand-steady growth in Canada
With virtually no spending on advertising, and precious little local buzz, the new
satellites have performed admirably: At Yorkdale, Canada's top-performing mall, and
Aritzias sales per square foot ranked in the first tier of women's-wear tenants
There are so many girls at school or on street wearing TNA hoodies and bags with
obvious Logo on it. They are like walking advertisement for Aritzia as a result of
social influence. Girls who range from 15 to 30 are easily influenced by social media
and peer pressure. (lin, 2011)

Step 2 - Description of the Fashion Brand

Aritzia is an innovative womens fashion boutique that cherishes excellent
design and quality, offering beautiful clothes and accessories that no one can match
at its price point. Providing unparalleled customer service and a personal shopping
experience both in store and online, Aritzia curates a collection of fashion brands both
exclusive and non-exclusive, providing guests with a unique vision of whats best
every season The current exclusive portfolio includes 14 brands: TNA, Talula,
Babaton, A Moveable Feast, Wilfred, Wilfred Free, Community, Le Fou, La Notte,
Sunday Best, Paradise Mine, The Castings, SIXELEVEN and Auxiliary.
Founded by CEO Brian Hill in 1984 and launched as a single boutique in Vancouver,
Aritzia is a 30-year-old privately owned company that has been a retail leader in
North America since its inception.
"Our proposition is pretty simple," says CEO Brian Hill. "We offer beautifully
designed clothes that are on-trend, high quality, and of good value."
Aritzia has grown organically to include more than 60 boutiques located in select
cities across North America, including Vancouver, San Francisco, Toronto, Chicago
and New York, staffing over 2,300 employees. Aritzia.com merges a distinct shopping
experience with a lifestyle magazine that showcases original editorial content and
engages through social media. (www.aritzia.com, 2014)

BRAND ELEMENTS
Brand Names

Wilfred,
Le Fou by Wilfred,
TNA,
Babaton,
Talula,

The Castings,
Paradise Mine,
Sunday Best,
Auxiliary,
Community.

Stores also carry clothing from brands such as Citizens Of Humanity, Mackage, Six
Eleven, La Notte, Marc by Marc Jacobs, Nike, Levi's, Ebbetts Field, A Gold E,
Havaianas, and J Brand Jeans.

Brand Symbols and logos

Slogans
The best thing in life are Wilfred FREE! (wordpress, 2014)

Brands URLs
Online store: www.aritzia.ca
Facebook: https://www.facebook.com/aritzialoves
Twitter: https://twitter.com/aritzia
Pinterest: https://www.pinterest.com/aritzia/
Google+: https://plus.google.com/+AritziaLoves/posts
Sound Cloud: https://soundcloud.com/aritzia
Hashtags: #ARITZIAB5D
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Aritzias Current State of Brand Equity

Sally Parrott (Vice president, Marketing at Aritzia from year June 2004 April 2012)
talked about Aritzias brand equity, Sally noted that Aritzias true branding affects
every single decision in the office. Every decision means: everything ranging from
verbal to non-verbal communication, quality, prices, and in-house designs for
storefronts, products, images etc. That is precisely why brand recognition and
awareness is so high when many girls (or guys) are presented with pictures of the
inside of the Aritzia store, or their shopping bags etc. Many young female can tell you
without problemthat top is from Aritzia. The fact that the brand is also an
evolving entity instead of fixed rule or guidelines gives them freedom to create a
young, urban, trendy yet laidback culture that they believe their consumers can
relate to. Although fashion-forward, trendy yet laid-back seems contradictory,
Aritzia believes that these notions coexist within their brand. (wordpress, 2014)

Step 3 - Promotional Objectives and Theme

There are huge opportunities to be doing a lot of interesting digital marketing, paid
search, through collaborations with any of the big social platforms. On a more
traditional basis, its about us getting that story out there using our retail
environment more effectively, and thinking about PR and events, sponsorships and
alignments. For our IMC promotion we specifically choose two following objectives to
be achieved.

Marketing initiatives
Our objective is to increase sales by 30%.The digital innovation in order to be able to
move quite quickly in communicating some of Promotional Mix. Our second objective
is to increase our followers on social media. Collaboration with local bloggers. Social
media campaign. Instagram, Twitter, on the retailers website and online magazine.

Social media to Aritzias marketing mix.

We have about 160,000 Facebook followers, about 140,000 Instagram followers, but
there are huge gains to be won. We can improve this number. A number of the digital
experiences can improve the brand equity. Digital technology must be customer
friendly and service-orientated.
Omni-channel (multi-channel retailing), can be used to achieve goals. It requires an
investment and a certain approach in infrastructure. Aritzia has such an impressive
infrastructure and an agile and technology-driven culture. Technology-facilitating
customer service improvements and enhancements is really important. (LAIRD,
Marketing, 2013)

Step 4 - Target Audience of the Promotion

We choose the whole target market of Aritzia for our IMC promotional plan

Demographic:
Our target audience are female and primarily aged between 14 30 years. Aritzia
researched the market for womens fashion and catered to a target market that is
enormously profitable. Also the market research suggests that the women falling
under this age range has high interest and potential to buy. Aritzia understands the
potential target and market with the buffer population added to this core target, in
other words they include both teens and older teens. Also the target population
specifically who are working or studying in post-secondary institution fall into the
peak cap of market segment.

Geographic:
The geographic target population is mostly living in cities who have the ability to
spend and possesses substantial amount of disposable income per month.

Psychographic:
People tend to show more their own style. We also specifically target with the style
conscious women who have enough disposable income and engaged more in social life.
These women enjoy going out and want to feel different from other people with their
unique clothing styles. These target people are so style conscious and always show
interest to dress attractively though they are fairly conscious about their figures. The
target population are very keen in observing the quality and evaluate accurately than
the other age ranges.

Behavioristic:
The main behavior of this target people is that they show frequent store visit. Also
they personal behavior would be of people often going to gym, yoga, dancing and also
who are related to fashion related environments.

Step 5 - Promotions Mix

1. Advertising - (the power)
The objectives of an advertising campaign and for each individual advertisement. The
model postulates six steps a buyer moves through when making a purchase:
Awareness
Liking
Conviction
Knowledge
Preference
Purchase
So this proves that advertising is one of the strongest tools of promotion, although it
is a paid and non-personal but results are highly appropriate.

2. Public relations (A Bonding Tool)

The aim of public relations is to inform the public, prospective customers, investors,
partners, employees, and other stakeholders and ultimately persuade them maintain
a certain view about the organization, its leadership, products, or of political
decisions.

What we will do with advertising and public relations

tool.....
For the purpose of obtaining our objectives we have deigned a promotional mix in
which we will use advertising and public relation tool. We will use a combination of
online, outdoor signage and event. The objective of this promotion is to support the
objective of our IMC marketing plan. Thats why we have decide to present all these
elements as a one. The color theme will be based on Christmas as we are doing this
during Christmas season. The text used everywhere will be same and we will use
official aritzia logo with some fun element added to it. For the event we try to use
Aritzias new theme song for the theme song of fashion show. Thats how we try to
compile these elements and presents them as a one.

1. Advertising- (Newspaper, Magazine, Television, Radio, Online, Direct Mail,

Outdoor signage, Video)

a. Online- For the online advertising we are going to use Aritzia's own website,
Facebook page, #tags on Instagram, twitter etc. apart from the aritzia official site
the, whole information about our new collection will be shared on our Facebook and
twitter page. Lots of new contest will be posted online to encourage more traffic into
online pages and aritzia site.

Reasons to choose:
The benefit of this will be that, apart from the regular expense of these online tools,
we dont need to pay anything extra for the advertisement featuring our new winter
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collection.

b. Outdoor Signage- For the purpose of outdoor signage we have picked some
hotspots of Toronto like Toronto sub way stations. We will put posters of size 4'W X
6'H. These posters will be there for 1 month beginning from the 2nd week of
December till 2nd week of January 2015. We have planned to choose AA stations, A
stations, and B stations. Rather than C stations.

Reasons to choose:
The main reason to choose Toronto sub way stations are the huge number of
passengers moves daily and at a one place we got a chance to advertise in front of
huge number of audience.
And our online links will be provided in these outdoor signage along with the
advertising so as to increase our online followers on Twitter and Facebook (Which is
one of our objective) and also to provide further information regarding our brand.

2.) Public relations:

Under this segment of our promotions we have designed an event. The event will
definitely strengthen the bond between aritzia and its customers, press partners and
business associates.

What is the event?

Mini fashion show and after party based on Christmas theme.

Where it will be?

It will be organized on 21 Dec. at David Pecaut Square, 215 King Street West Toronto.
We choose this location because it is situated in the middle of the downtown, Toronto.

Special celebrity appearances -Megan Fox and Emma Watson will be

special attractions as they are the supporters of our brand. They are also big influence
to the young generation and has a huge fan following. Girls love to follow them and
their dressing sense.

Who will attend?

This event is specifically designed for media
people, our customers and potential investors.

Features.

There will be many contests for our customers

like posting their pics on Aritzia event with
hashtag on Instagram and Facebook. There will
be lucky draws to attract the customers and for
whole season discount coupons will be given as
reward.
Aritzia face of the evening award for best dressed female during the event (who
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presents the Aritzia true image). This will be the surprise factor as we dont
going to inform guests before event.
Big discount on certain items from our new collection on the day of event.

PRESS KIT
For the purpose of this event we have designed a press kit for immediate release. This
is a classy folder which contains

Press release contains all the information regarding the event.

A history and Overview fact sheet of the Brand it contains a detailed

information about our brand history and its progress and brief overview about
what our brand stands for.

Program of events a detailed information about the dates and timings of

events i.e. fashion show, after party celebration, award announcements etc.

VIP pass We also include a VIP pass for our special guests and special
customers. They will certainly get bit more preference than guests holding
regular pass.

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Step 6 Promotion Budget

Media Selection and Details
Toronto Subway Station
AA Station
Cost for 1 month
$2000 (for 1 pane)
Number of Panels
5

Cost

$10,000
Cost of Production
Number of Panels

$175
5
$875

A Station
Cost for 1 month
Number of Panels

$1100
4

Cost of Production

$125 (4 panels)

$4,400
$125

B Station
Cost for 1 month
Number of Panels

$695
5

Cost of Production

$110 (5 panels)

$3,475
$110
Fashion Show
Hair Makeup
Stylist
Models
Lighting
Venue (up to 200 people) 79.58 (per person)
(City of Toronto, 2014)
Dinner ($140 per person)
Choreographer

$15,000
$15,000
$40,000
$10,000
$15,916
$ 28,000
$15000

(Budget for show can be negotiate after on the

basis of attendance of guests, so some figures are
on basis of estimate)
TOTAL

$ 1,57,901

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Step 7 Conclusion
Our promotions plans objective is to reach more new customers by a promotional mix.
Including Torontos subway advertisements and public relations such as social media
and a private event. The color theme will be based on Christmas Eve because we
are doing this promotion during Christmas season. The event will be a fashion show
held on downtown Toronto.

Why this plan will be a success..

We will start promoting the brand two weeks before the fashion show and it will
be finish on January. Customers will be aware of the event they will be
participating in, and that Aritzia is trying to reach them. We will use Aritzias
new theme song trying to incorporate Aritzias personality into this promotion.

The fashion show will include known celebrities such as Emma Watson and
Megan Fox, being Aritzias image, will make more customers come to the event.
Since they have been part of Aritzias image, customers want to be like them and
dress like them as well.

Young generation is crazy about social media so our effort to promote through
social network sites will definitely be a plus point for our IMC promotional plan.

Christmas time is always very jolly and at this time we are organizing an event
for our customers, so they surely will attract to this event as at this time of year
all want to relax and have some fun.

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Bibliography
(2011, march). Retrieved from http://blogs.ubc.ca/laralin/2011/03/16/8-comment-on-colettecheungs-blog/
wordpress. (2014, november). Retrieved from https://sarahkardash.wordpress.com/
wordpress. (2014, november). Retrieved from https://heiky.wordpress.com/2012/03/21/aritziaa-positioning-exercise/
www.aritzia.com. (2014, november). Retrieved from ( http://aritzia.com/en/aritzia/aboutaritzia/about-us.html
LAIRD,
K.
(2013,
November).
Marketing.
Retrieved
from
http://www.marketingmag.ca/brands/qa-new-aritzia-cmo-looks-for-u-s-growth-92786
heiky. (2014, 12). Aritzia - A Positioning Exercise. Retrieved from https://heiky.wordpress.com.
shilanhuang. (2010, November 4). Aritizias success in Inventory and Operations Management
and Market Research. Retrieved from https://blogs.ubc.ca.
City
of
Toronto.
(2014).
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VgnVCM10000071d60f89RCRD
Weisman,
A.
(2013,
September).
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http://www.businessinsider.com/how-much-do-fashion-shows-cost-2013-9

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Appendix:

For our advertise expense for outdoor sinage we have take the standard budget
report to count the expense of production of the banners and standard rate to
put on the TTC satations.
For the fashion show expense we have provide the citation along with the
expense chart and also in the bibliography sheet, we have provide the link for
the same.
All these expense that we take are as on 30th november, 2014

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