Curating Simplicity: The Aritzia Formula for Modern Style
Written by Isabella Zapata
As the cold takes over, many are reaching into their closets and pulling out their super puffs. If they don't already have the coat of the season, they are logging onto Aritzia to get this staple in one of the many lengths offered. With the launch of their own app, shoppers have been quick to get on the super puff train as each purchase through the app offered 20% off. While it could be perceived as a simple “trend,” this seasonal staple comes in five warmth levels, nine different fabrics, and 47 shades.
While the super puff has taken over this winter– and in winter’s past– Aritzia has been long known for their staple pieces all contributing to a capsule wardrobe. From activewear to trenchcoats, Aritzia can be the one stop shop for women of all ages. The coordinated sets across the board make it so simple to put together an outfit regardless of where it is you are going. From head to toe, Aritizia has something to offer and the in store experience is tailored to serve the shopper as you are assisted as you navigate all that the store has to offer with your sales associate.
The brand started off in 1984 as a standalone boutique, and since then has grown quite a lot with 109 stores across North America. Carrying both in-house brands such as Aritzia, Babaton, Wilfred, TNA, and more. As well as partnership brands such as Agolde, Levi’s, New Balance, Vans the store has everything from sets to shoes.
Overall, the website and store both model this idea of a luxury lifestyle. The models rock pantsuits, winter gear, and perfectly matching workout sets and socks. The brand focuses on high quality basics contributing to the closets of women of all ages. Whether it is a college student throwing on a sweatfleece on a cold morning walk to class or a post grad wearing their effortless pant paired with a Wilfred blazer to each of her interviews: the brand offers long-lasting pieces for the simplest or biggest of events.
The store itself can be read into as they feature paintings, sculptures, cafes, and unique furniture pieces. Even the bags act as a vessel of creativity with their different prints throughout the season. The untraditional fitting rooms lacking single use of mirrors also helps encourage buyers to engage with others in the fitting room and associates to curate the best outfit and find the best fit within this central styling suite. Aritizia has relied on word of mouth marketing in the past, but has now broken new ground as they launched their new app and have been sending influencers packages with outfits they curated.
The app is tailored to benefit the shopper as users can browse a curated feed of outfits and styling content from Aritzia Muses, in-house stylists, and creators. Further enticing consumers to download the app they are providing exclusive early access to the brand’s most in-demand pieces to all who install it. Another perk of the app is its digital closet which holds an archive of each user’s Aritzia purchases across all platforms including online, in store, and in-app. Aritizia is making it about the customer experience and with each new development and addition to the experience is enticing everyone to continue to purchase their capsule pieces.
Looking into the future, there is still so much room for growth. The brand has the launch of their two new flagship stores coming up soon. The Flatiron flagship store opened just this month, marking Aritzia's third flagship store in New York City. Their Vancouver flagship is to come in 2027, which is said to be their most expansive and immersive retail destination to date. The brand has taken over this winter season, the closets of many, and shopping centers across the world.
