Aritzia’s high-touch styling model fuels rapid growth |
| Canadian clothing retail company Aritzia’s personalised approach to customer service has become a central part of its “Everyday Luxury” strategy, helping annual revenue more than quadruple over the past five years and its shares rise nearly 700% since its 2016 IPO. The $2.7bn clothing chain uses “style advisers” to provide customers with personal styling advice and drive sales, supporting an ambitious expansion that includes plans for more than 100 additional US stores alongside the 77 it operated as of July. Aritzia also acquired Los Angeles retailer Fred Segal in February. The strategy has faced scrutiny, however, with former employees alleging that physical appearance plays an outsized role in recruiting style advisers and that staff face aggressive sales targets. Aritzia has denied that attractiveness determines hiring decisions, saying candidates are assessed on factors including style, motivation, values and personality, while employees are evaluated on sales alongside teamwork, accountability, integrity and customer interactions. Around a quarter of Aritzia’s more than 6,000 boutique employees are style advisers. |
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