2. Aritzia has offeredTNA Super Puff jackets for many years. However, they
have just recently began focusing much of their winter marketing campaigns
on these coats, even trademarking the name and design.
The Super Puff is a goose-down jacket designed to keep you warm in harsh
Canadian winters. It comes in many different lengths and colours.
3. Social media marketing is the sole reason for
the overwhelming success of these coats.
Aritzia saw the influence that social media
models have on consumers and used it to their
advantage, with Kendall Jenner being the star
of their 2018 Super Puff campaign.
For two Instagram posts, Kendall was paid over
1 million USD.
Kendall Jenner wearingThe Super Puff
4. Kendall’s first of two Instagram posts reached a
engagement rate.With her millions of followers, this
is a significant number of clicks.
Many consumers withinAritzia’s demographic look
to Kendall for style inspiration so this partnership
was a smart move for the company.The Super Puff
became a large part of the brand’s image and sales
for the winter season.
5. In the fall of 2019, Aritzia released their first
ever men’s collection- the Mr. Super Puff.
This was a huge move forAritzia, as this new
line allowed them to expand their
demographic.
Once again, they used social media influencers
and popular actors among 16-25-year-olds to
promote their Super Puff product line.
6. As an Aritzia customer myself, it has been fascinating to watch the evolving
marketing strategy behind the promotion of The Super Puff.
What started as one of their many winter coats, turned into a key component of the
brand identity.
The company continues to grow, with new stores opening each year. I look forward
to seeing their next big move.
