In Singapore
A Report for Potential Investors
Prepared By: Javariya Rehman
Prepared For: Potential investors
Date: 2025/1/10
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TABLE OF CONTENTS
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Executive Summary
Identifying the Business Opportunity
Company Profile
Country Profile
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3
4
4
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Market Entry Strategy
Situation analysis
Marketing Strategies
Product Strategies
Price Strategies
Place Strategies
Promotion Strategies
Conclusion
Appendix
References
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2
Executive Summary
Aritzia has risen to the top of the retail fashion industry through managing a curated brand identity
and consistent social media presence. Demand for Aritzia's clothing pieces has hit an all time high,
as their net income has reached 72% over last year due to their successful global e-commerce
presence and revenue earned from American operations. In order to engage customers in Canada and
America, Aritzia has used marketing events to attract attention. Singaporean brands regularly use
physical locations for marketing such as pop-ups or contests, these methods return positive results as
customers become more invested in the brand and the urgency aspect develops attention and interest.
Aritzia isn't the first of its kind, brands such as Zara, H&M and Urban Outfitters operate in similar
ways and provide very similar clothing styles with similar pricing. However Aritzia is able to stand
out due to their active social media presence and strong brand identity that allows them to be easily
recognizable to consumers, unlike other retail brands that change brand positioning with current
trends and become unreliable or unsustainable. When looking at the most popular brands in
Singapore It's apparent that a majority of Singapoareans are interested in simple and corporate
friendly clothing for everyday use, therefore Aritzia is the best option for this demographic. Aritzia
also sources their materials from all around the world, including China and the Philippines. This
outsourcing makes the logistics cost cheaper, as the source of materials and finished good facilities
are closer to Singapore than Canada. Aritzia is a one of a kind retail and e-commerce success across
North America. Its recognizable brand and popular products are one of the most popular Canadian
brands on TikTok as the videos tagged with #Aritzia totaled more than one billion views. This
success can be attributed to Aritzia's strong brand identity and social media presence which is one of
the most flexible competitive advantages a retailer can have.
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Identifying the Business Opportunity
Company Profile/History:
Aritzia has risen to the top of the retail fashion industry through managing a curated brand identity
and consistent social media presence, stores are mainly located throughout Canada and the United
States however now more than ever has the demand for Aritzia's clothing pieces hit an all time high
as their net income has reached 72% over last years due to their successful global e-commerce
presence and revenue earned from American operations. The company started off inside the Hill’s
family 70 year old department store in Vancouver and soon found success after its first boutique was
launched by Brian Hill in 1984. Now Aritzia has grown out of the Canadian market and has 101
boutiques, including one in Hawaii.
Country Profile:
Located in Southeast Asia with an area of 719 sq km and a population of 6,028,459, Singapore is a
highly diverse and business oriented country that values harmony within its society. Singapore is
also known for its high skylines, cleanliness, rich culture and high standard of living. Due to the
country's location, Singapore has a tropical hot and humid climate with lots of rain and only two
distinct seasons. A majority of people communicate in the official languages of English and
Mandarin, Malay, Tamil, or other Chinese dialects. Singaporean society lives under a parliamentary
republic and is known to be the 5th least corrupt country in the world. Canada was one of the first
countries to establish diplomatic ties with Singapore and therefore resulted in a strong trading
relationship; the total direct Canadian investment to Singapore in 2023 was $18 billion. Both
countries are also in the World Trade Organization which promotes fair trade and setting for dispute
settlements. Canada owns the stronger currency, with one Canadian Dollar equaling to 0.95
Singaporean Dollars.
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Market Entry Strategy/Modifications to the Product
Situation analysis: Industry Profile (2Cs – Consumers & Competition)
As Aritzia becomes a fashion staple within the retail sector, multiple countries worldwide decide to
buy products from their online site. In order to engage customers in Canada and America, Aritzia has
used marketing events to attract attention. Such as allowing customers to try on giant super puff
(jackets) or selling decorative poodles, both seen in their store displays. Although all these events
were very successful they rely on customers engaging in these events in physical locations in order
to spread the word, therefore establishing more physical locations will build stronger customer
relationships in ways that e-commerce cannot. Singaporean brands regularly use physical locations
for marketing such as pop-ups or contests, these methods return positive results as customers
become more invested in the brand and the urgency aspect develops attention and interest.
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Competitive Analysis
Aritzia isn't the first of its kind, brands such as Zara, H&M and Urban Outfitters operate in similar
ways and provide very similar clothing styles with similar pricing. However Aritzia is able to stand
out due to their active social media presence and strong brand identity that allows them to be easily
recognizable to consumers, unlike other retail brands that change brand positioning with current
trends and become unreliable or unsustainable. Aritzia’s clothing pieces are typically aimed at young
women of the working age population (15 - 65+). Who require comfortable yet presentable clothing
for their daily life, and so Artizia has garnered a brand identity around “everyday luxury” by
releasing a wide variety of clothing that follow a unique style without the use of logos or
trademarked designs yet include specific high quality materials for each type of clothing. Aritzia’s
branding is also positioned in their physical locations, which include decorative pieces, intentional
lighting positions, creative displays and an overall put together store layout that attracts potential
customers. Therefore, Aritzia's main competitive advantages are product differentiation and brand
equity.
Product Strategies:
Aritzia's international e-commerce success has been influenced by the commonly shared business
practice of established dress codes. Aritzia provides stylish yet corporate friendly clothing in their
“wear to work” collection, therefore fulfilling a worldwide need. This worldwide need can be
especially met in Singapore where the most common jobs are in corporate environments, similar to
other Asian countries. Singapore’s consumers also regularly buy from Aritzias main competitors
such as H&M and Zara, along with other international clothing brands such as Cotton On and
Uniqlo. When looking at the most popular brands in Singapore It's apparent that a majority of
Singapoareans are interested in simple and corporate friendly clothing for everyday use, therefore
Aritzia is the best option for this demographic.
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Pricing Strategies:
Aritzia's current prices reflect the cost for manufacturing, logistics, store maintenance, employee
wages and profit. Aritzia's main source of profit is from e-commerce as it is a cheaper platform to
sell clothing, however when setting up a new location in Singapore these costs will have to be
considered. The minimum wage in Canada is currently $2,695 per month with holidays and vacation
adjusted. However Singapore does not have a minimum wage, they instead operate under a
Progressive Wage Model and therefore have a basic salary that is decided in each sector. In the retail
sector, employees in Singapore must be paid at least S$1,975 to S$2,395 per month. When
converting the Canadian minimum wage to Singaporean dollar the total is S$2571.37. Aritzia also
sources their materials from all around the world, including China and the Philippines. This
outsourcing also makes the logistics cost cheaper, as the source of materials and finished good
facilities are closer to Singapore than Canada. The final price for Aritzia's goods in Singapore should
be adjusted to be more affordable to local consumers and set up a decentralized strategy to appeal to
local consumers, which can be supported by cheaper expenses in logistics and wages.
Place Strategies: Logistics and Transportation
Singapore's location allows efficient and quick transportation and manufacturing. Finished goods
and fabric suppliers should be received from China, then transported to finished goods facilities in
the Philippines which are both already established for North American operations and e-commerce.
To complete the plan, a finished goods facility should be opened up in Singapore, so the store can
continue operating in case stock sells out or to switch in between new collection launches easier.
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Sales and Promotion Strategies (Push/Pull/Combination)
The most successful aspect of Aritzia's marketing strategy are its pull factors, which contribute to a
strong brand identity and customer loyalty. Social media and influencer marketing is the best way
that Aritzia can introduce their new location to Singapore along with establishing a new sales force
who are more familiar with celebrity and influencer culture. These strategies reach potential
customers faster than traditional commercial marketing. There are also a lot of potential promotional
activities related to Singaporean holidays such as Chinese New Year, brands typically release a
limited collection of a product which features red and gold color palettes or designs which include
the animal that represents the zodiac sign of the year. In Canada, Aritzia highlights their collections
that are made of warm materials to satisfy the consumers needs in a cold climate. Since Singapore
has a tropical climate, it's best for Aritzia to display their athletic or cotton pieces which can be worn
daily and are made of lightweight material.
Conclusion
Aritzia is a one of a kind retail and e-commerce success across North America. Its recognizable
brand and popular products are one of the most popular Canadian brands on TikTok as the videos
tagged with #Aritzia totaled more than one billion views. This success can be attributed to Aritzia's
strong brand identity and social media presence which is one of the most flexible competitive
advantages a retailer can have. Canada and Singapore's business relations also provide far more
flexibility to establish a successful physical location and provide smooth operations. With just a little
more expansion across the globe, Aritzia can become the new leading clothing brand among women
and provide products for all needs. In ways that its competitors cannot.
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Appendix
On trend: The Top Fashion Brands in Singapore 2024. (2024). Retrieved from https://business.yougov.com/content/51011-sg-fashion-rankings-2024
Supply Chain, Human Rights & Working Conditions | Aritzia. (n.d.). Retrieved from
https://www.aritzia.com/en/aritzia/corporate-hub/community/people-hub/supply-chain-human-rights-working-conditions.html
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References
Brannigan, M. (2022). Aritzia became a gen Z darling on TikTok. what next? Retrieved from
https://www.voguebusiness.com/consumers/aritzia-became-a-gen-z-darling-on-tiktok-what-next#:~:text=To%20d
ate%2C%20TikTok’s%20%23Aritzia%20hashtag,shopping%20hauls%20to%20styling%20hacks.
Canada, E. and S. D. (2024). Federal minimum wage rising to $17.30 per hour on April 1. Retrieved from
https://www.canada.ca/en/employment-social-development/news/2024/03/federal-minimum-wage-rising-to-1730per-hour-on-april-1.html
Canada, E. and S. D. (2024b). Government of Canada. Retrieved from
https://www.canada.ca/en/services/jobs/workplace/federal-labour-standards/vacations-holidays.html
Canada, G. A. (2024). Government of Canada. Retrieved from
https://www.international.gc.ca/country-pays/singapore-singapour/relations.aspx?lang=eng
Deschamps, T. (2025). Aritzia’s profit soared 72% in Q3 as its e-commerce net revenue spiked. Retrieved from
https://halifax.citynews.ca/2025/01/09/aritzias-profit-soared-72-in-q3-as-its-ecommerce-net-revenue-spiked/
Eldor, K. (2022). The “super” success of aritzia: Jennifer Wong, president and COO, leads with impact. Retrieved
from
https://www.forbes.com/sites/karineldor/2021/05/05/how-jennifer-wong-aritzia-president-and-coo-proves-that-im
pact-and-innovation-lead-to-retail-success/
Explore All Countries - Singapore. (Updated 2025). Retrieved from
https://www.cia.gov/the-world-factbook/countries/singapore/
Inside Aritzia's success. (2023). Retrieved from https://www.lectra.com/en/library/inside-aritzias-success
Minimum wage and average salary in Singapore. (2024). Retrieved from
https://www.expatica.com/sg/work/law/singapore-minimum-wage-2172813/#minimum-wage\
On trend: The Top Fashion Brands in Singapore 2024. (2024). Retrieved from
https://business.yougov.com/content/51011-sg-fashion-rankings-2024
Our history | aritzia CA. (n.d.). Retrieved from
https://www.aritzia.com/en/aritzia/corporate-hub/about-us/our-history.html
Supply Chain, Human Rights & Working Conditions | Aritzia. (n.d.). Retrieved from
https://www.aritzia.com/en/aritzia/corporate-hub/community/people-hub/supply-chain-human-rights-working-con
ditions.html
The marketing strategy behind Aritizia’s success with gen-Z: Brand vision. (2023). Retrieved from
https://www.brandvm.com/post/aritzia-marketing
Tan, D. (2016). The power of the pop-up. Retrieved from
https://www.todayonline.com/lifestyle/power-pop#:~:text=a%20shopping%20mall.-,But%20these%20days%2C%
20shoppers%20in%20Singapore%20are%20opting%20for%20a,sky%2Dhigh%20and%20footfall%20low.
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Task Rubric – A Written Report for Potential Investors
Category
Criteria
The student:
Knowledge/
Understanding
/5
/15
/5
/5
Thinking/Inquiry
/5
/5
Communication
/8
/10
/2
Application
/10
Level 2
Level 3
Level 4
Accurately describes
current market conditions
(e.g. legal, cultural,
economic factors; existing
competition) in selected
country.
Includes and clearly
conveys information from
outside sources.
Describes current
market conditions
with limited
accuracy.
Describes current
market conditions
with some
accuracy.
Describes current
market conditions
with considerable
accuracy.
Describes current
market conditions with
a high degree of
accuracy.
Limited information
from outside
sources.
Some information
from outside
sources.
Sufficient information
from outside sources.
Thorough information
from outside sources.
Bibliography
contains many
errors.
Report reflects use
of some steps in the
inquiry process.
Bibliography
contains some
errors.
Report reflects
most steps in
inquiry process.
Bibliography contains
few errors.
Bibliography is correct.
APA style
bibliography/reference
sheet.
Applies steps in inquiry
process. (focus,
formulate, research,
organize, communicate.)
Report reflects use of
all steps in the inquiry
process.
Report reflects highly
skilled use of all steps
in the inquiry process.
Interprets needs and
wants with limited
effectiveness.
Analyzes
modifications with
limited effectiveness.
Interprets needs
and wants with
some
effectiveness.
Interprets needs and
wants effectively.
Interprets needs and
wants with a high
degree of
effectiveness.
/15
/5
Level 1
Effectively interprets the
needs and wants of the
new consumers.
Effectively analyses
modifications to the
existing product or
service.
Communicates ideas
effectively in writing. Uses
business-like convincing
tone, persuasive
arguments, relevant facts
and figures.
Inclusion of graphs, charts
and other graphic
depictions, properly cited.
Provides an effective
rationale for the
international expansion.
Inclusion of all required
Appendices.
Introduction is
unclear and lacks
capacity to engage
reader.
Analyzes
modifications with
some
effectiveness.
Introduction
attempts to engage
reader.
Analyzes
modifications with
considerable
effectiveness.
Analyzes modifications
with high degree of
effectiveness.
Introduction explains
what report is about
and engages reader.
Introduction clearly
explains what report is
about and engages
reader.
Conclusion
summarizes main
points in a limited
way.
Conclusion
summarizes main
points to some
extent.
Conclusion
summarizes main
points clearly and
effectively.
Conclusion effectively
summarizes and
extends main points.
Overall organization
is limited.
Overall
organization is
inconsistent.
Overall organization
is effective.
Overall organization is
sophisticated.
Graphs and charts
lack
clarity/correctness.
Provides a rationale
of limited
effectiveness.
Graphs and charts
are somewhat clear
and correct.
Provides a
rationale of some
effectiveness.
Graphs and charts
are clear and correct.
Graphs and charts are
clear, correct and
highly effective.
Provides a highly
effective rationale.
Min 2 required
Appendices are not
included.
1 of the 2 required
appendices are
included.
2 appendices are
included and are clear
and correct.
Provides a rationale
of considerable
effectiveness.
3 or more appendices
are included and are
clear and correct.
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