Aritzia, a brand focused on bringing everyday luxury into daily life, faced a common challenge: breaking into a new market like the United States where shoppers weren’t yet familiar with them. They needed a way to connect with potential customers right when they were looking for style inspiration, especially during busy periods like the holidays.
Key Takeaways
- Understanding Customer Needs: Using search and YouTube insights helped Aritzia pinpoint exactly when shoppers were actively looking for specific items or styling advice.
- Targeted Strategy: This insight allowed them to show up at the right moment, whether someone was searching for the perfect black blazer or how to style loungewear for travel.
- Significant Business Growth: Their approach led to Aritzia growing five times faster than the average US clothing brand.
- Improved Profitability: They saw a big jump in revenue and profit for their online sales and a better return on ad spend for store sales influenced by digital ads.
- Integrated Data: Aritzia is now combining online and offline data to get a clearer picture of the total return on investment for all their marketing efforts.
Connecting With Shoppers Online
Heather Lam Masters, vice president of performance marketing at Aritzia, explained how they tackled this. The core idea is that luxury shouldn’t just be for special events; it should be part of everyday life. But for this to work in the US, people needed to know Aritzia existed.
They figured out that the best time to reach potential customers was when they were actively searching for fashion advice. Think about someone looking up how to style a black blazer or what to wear to the airport when it’s comfy loungewear. This is especially true around the holidays when people are more careful about their purchases.
Using Search and YouTube Insights
By looking at data from Google Search and YouTube, Aritzia could see exactly when demand for certain styles or products was increasing. This meant they could time their advertising to catch people when they were most likely to buy, either online or by visiting one of their stores.
This smart use of search and YouTube advertising paid off big time. It helped the business grow incredibly fast, reaching a pace five times quicker than other clothing brands in the US market. They noticed a real increase in both online revenue and overall profitability. Plus, their digital ads were doing a better job of driving sales in physical stores, showing a good return on their ad spend.
Bringing Online and Offline Together
What’s next for Aritzia? They’re now working on connecting their online and offline sales data. This helps them see the full picture of how their marketing money is working across all channels. It’s an exciting time for the brand as they continue to grow and bring their idea of everyday luxury to more people in the US.
