kellynothmann

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Another outfit inspo including my #Aritzia pieces. 

Leather biker jacket: Aritzia

Jeans: Thrifted

Boots: Doc Martens

White T-shirt: Aritzia

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How is it Different?

The Canadian fashion market is becoming more competitive everyday which puts more competitors in Aritzia’s playing field. However, Canadian brands in direct competition to Aritzia include Lululemon, Naked and Famous denim, Roots and Canada Goose. Although these brands are considered Canadian clothing brands Aritzia has many differentiation aspects apart from competitors. First is the high end fashion clothing which they sell. Lululemon is an extremely well-known Canadian athletic brand which does not directly compete with Aritzia’s target audience. This is also true for brands such as Canada Goose and Roots. Both brands co-inside with the market which is directed at Canada’s harsh climates (outerwear) and a feel for Muskoka cottage wear. Though Canada Goose coats are considered a luxury item, they are not direct competitors for Aritzia. Aritzia has used a smart tactic by creating it’s own sense of what it means to be Canadian while still keeping their clothing delicate and classy. Aritzia focuses on the part of women's fashion which represents the business casual, special occasion and streetwear aspect of the industry. At the moment, there are no direct competitors competing alongside Aritzia with a Canadian focused heritage. Another differentiation from Canadian competitors is the type of experience they deliver to customers. Aside from Roots or Canada Goose, Aritzia introduces geographical perspective through contemporary art. Though other brands such as Roots decorate stores in more direct association to Canadian cottage culture, Aritzia focuses on the side of Canadian culture which is art associated.

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Fashion Icon: Aritzia

Aritzia clothing boutique is considered a nostalgic brand which successfully owns a place within a competitive Canadian market space. Building strong Canadian roots, Aritzia is now a household name gaining worldwide interest.  This standalone boutique began with a goal to deliver beautiful clothing using innovation construction within aspirational spaces (Our Story, 2012). Aritzia is also the umbrella name for a number of different brands each engaging in a modern twist of the aesthetic. Aritzia’s spaces are encompassed through greenery, crisp muted palettes and art which showcase Canadian art.

This is the story of a small standalone store in BC that formed a Canadian success story becoming a country wide icon. The piece will expose how Aritzia has identified with Canadian culture while continuing to maintain an image Canadian consumers can identify with.

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My Canadian fashion: A black turtleneck (Aritzia) styled with a leather biker jacket (Aritzia) along with a floral skirt and belt (Aritzia).

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Every shopping bag has a different piece of Canadian photography. Happy shopping!

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Models, Models, and of course Models!

In order for Aritzia to truly encompass Canadian identity how they choose to market is extremely important. Whatever brand a company chooses to identity themselves with, models and diversity is no exception. Aritzia uses a diverse selection of models which portray different skin tones and ethnicities. Working in a Canadian demographic, multi-ethnic advertising (MEA) has proven to be a successful way of reflecting a Canadian identity. “MEA  is, for luxury and non-luxury brands alike, more likely to be decoded as brand inclusiveness: In ethnically homogeneous markets, MEA elicits more associations with brand globalness than with brand inclusiveness, while in multi-ethnic markets, this pattern is reversed”(Strebinger, Guo, Klauser, Grant-Hay, Vol. 90, 2018).

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Listen to Aritzia’s Spotify list to get the full shopping experience!

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Every Aritzia and sister store is uniquely decorated. Done with their own design team, each store is conceptualized with the modern taste of Canadian brands. Made within a customized layout, each store is decorated differently showcasing unique pieces of art. 

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One of the many ways I wear my blazers! 

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Architectural Focus

Within the fashion industry, brand perception is extremely important in order for brands like Aritzia to stay connected with their customers and apart from others. Though they do not directly label themselves with Canadian nostalgia, their story to clothing construction and architectural art focuses on telling a familiar story. According to Canadian market expert James Barnes, “A successful brand holds a special place in the everyday life of a customer. The brand is dependent upon a notion of reciprocity, respect, and sharing: ‘those with whom we share a common history, values, interests, culture and beliefs’ (Barnes, 2003: 182)”(Cormack, 2008). The inclusion of Canadian art, sculptures and furniture is a powerful attribute which many researchers prove to be successful when connecting to Canadian identity. Aritzia found a common ground Canadian’s can respect by defining how modern aesthetics can look polished while still telling a story. Storytelling through Canadian geographical landscapes is a positive reinforcement for storytelling which is extremely effective branding efforts in the fashion industry (Brydges, Hracs, Vol. 90, 2008). The incorporation of Canadian art work and furniture allows for customer’s to have a memorable experience while visiting each store as each piece symbolize the attributes of Canadian landscapes and values.