Summary

This article discusses the retail strategy for Aritzia, an international chain founded in Canada.  It touches on demographics, strategic planning, brand loyalty and technology.

Getting Started

Appropriate Subject Area(s):

Retail management, marketing, target market, entrepreneurship, business administration

Key Questions to Explore:

  • How can a retailer effectively market to a broad demographic?
Learning Activity

Introduction to lesson and task:

Students will have the opportunity to explore concepts related to demographics, marketing vs publicity and strategy.

Action (lesson plan and task):

  1. Review the concepts of demographics and target markets with the class.
  2. In pairs, ask students to brainstorm ways that a retail store can appeal to multiple target markets.
  3. Combine pairs for further discussion. Ask them to define what the key elements are in a diverse target market. Have students cite examples.
  4. Distribute the article for reading.
  5. The founder of Aritzia, Brian Hill, states that it is always good to run out of something. Why is that? How does this impact the consumer?
  6. The article also mentions that Aritzia graduates its younger customers from its Tna brand to the more sophisticated Wilfred and Babaton. Have students brainstorm how they would go about doing this.
  7. Aritzia has a cater-to-all strategy. From the article, have students determine what elements of the strategy are visible. What elements of the strategy are invisible?

Consolidation of Learning:

  • In groups of four, have students outline a process to develop a strategic plan for retail. They should consider what needs to be taken into account when preparing a strategic plan. In the case of Aritzia, ask them whether all the elements were considered. Ask students what the firm’s key priorities were and what actions they are taking to realize them.
Success

Success Criteria:

  • Students understand what a strategy is and recognize an example of how strategy is executed.

Confirming Activity:

  • The article discusses some marketing strategies that Aritzia employs as well as some public relations strategies.  Using a T chart, and working with a partner, have students  identify these strategies and categorize them. Which has bigger impact on the brand? Why?