The larger the corporation is, the tougher it can be to respond to shifting customer preferences.
Canadians are buying more jeans again - are you ready for a wardrobe refresh?. Ultra-fast fashion site Shein has captured the wallets of young shoppers. "The Effortless pants definitely were the thing that caught my eye," said Masco, 29, referring to a pair of high-waisted crepe trousers trending in a big way on TikTok. Like Collet, Lindsay Mosca of Montvale, N.J., says most of her wardrobe these days is from Aritzia - a store she'd never shopped at until a few years ago, when it started to pop up on her social media feed. "They're able to pivot and be agile - that's to their advantage, because we know the consumer's shifting quite fast in terms of what they need and what they want," said Szames, who is executive director and industry advisor for Canadian retail at the Toronto-based NPD group. Aritzia has even gotten into menswear with the acquisition of the brand Reigning Champ.īy having such a wide range, Aritzia can appeal to different customers, or different aspects of a single customer's life, said Szames, and tailor their assortment to shifting consumer demands - such as loungewear during the pandemic and going-out clothes more recently. Two categories - Denim Forum and Super Puff - are dedicated to jeans and a particularly ubiquitous puffer coat. Someone who shops at Aritzia might wear Babaton into the office, TNAction to the gym and Sunday Best if they happen to be a stylish Gen-Zer. Tamara Szames is industry advisor for Canadian retail at the NPD Group in Toronto. Underneath the brand name is a stable of in-house labels, each geared toward a slightly different customer. Part of what makes Aritzia unusual is that it isn't just Aritzia. 
It's a genre of retail that's become more attractive in recent years, said fashion industry analyst Tamara Szames, as customers become willing to spend more to get a better, longer-lasting garment. A popular bodysuit, for example, is priced at $58, while a wool turtleneck rings in at $168. "How fast can you grow and how do the numbers hold up as you do it?" What's driving the hypeĪritzia describes itself as "Everyday Luxury," a category that sits somewhere between fast fashion and a full-on luxury brand. "The challenge of growth is very simple," said Calkins. retail environment and unpredictable social media landscape, where consumers can tire of a brand as quickly as they jumped on its bandwagon. The pressure is heightened amid a slowing economy, tepid U.S. It means pressure for a business to grow ever more quickly without biting off more than it can chew, or becoming overexposed and losing its intrigue. Aritzia CEO Brian Hill steps down after leading retailer for 38 yearsīut experts say being crowned the hot new thing in retail can be a blessing and a curse.
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