Bluenotes is a Canadian lifestyle clothing brand and was established in 1984. The concept is designed to attract consumers aged 14-24 through its "If Jeans Could Talk" inspired image and casual wear. It has since developed into one of Canada's leading denim retailers. It was formerly known as Thrifty's .
In the early 1990s, popular American labels like The Gap and Old Navy began to enter the Canadian market and soon Thrifty's was unable to compete in terms of cost and style. Thrifty's' 107 stores were bought out by U.S. retailer American Eagle Outfitters from Dylex and rebranded the store with the Bluenotes name in 2000. This was a difficult challenge for the American retailer, and after several years of losing money, the division was sold to privately owned YM, Inc. in 2004.
Products
The point of difference that Bluenotes strives to strengthen is the variety of denim jeans offered, with an emphasis on both trendy and classic fits. This is evidenced by the three inseam sizes and variety of denim washes and rinses offered. Bluenotes is popluar for their various choices of denim jeans, but also has a wide variety of polos and Graphic T's.
Marketing strategy
The target market can be described as Generation Y consumers, value-conscious (jeans are priced no higher than $49.50 each), and fit-conscious.
In 2008, ad agency MacLaren McCann created the "If Jeans Could Talk" campaign to link the Bluenotes brand with their denim line. The television ads, website design, and in-store decor promotes a brand personality. This brand personality is the relationship between a favourite of jeans and the experiences and memories that go along with them. Bluenotes, like every other teen brand name clothing store, targets teenagers and young adults for the clothes. Bluenotes has become rather popualar in Canada and more people are buying clothes each year from Bluenotes, but they have not forgotten their other stores, like American eagle or Aeropostale, which are public company whereas Bluenotes has become private.
External links
- Bluenotes
References
- ^ "BlueNotes: Private Company Information - BusinessWeek". BusinessWeek . http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=769311 . Retrieved May 7 2009 .
- ^ "American Eagle Outfitters Bluenotes Sale Expected To Close December 21". BusinessWire, 2004 . http://www.allbusiness.com/retail/retailers-clothing-accessories-stores-general/5558615-1.html . Retrieved May 7 2009 .
- ^ "A lot of talk from Bluenotes". Lloyd, 2008 . http://www.marketingmag.ca/english/creative/featuredcampaign/article.jsp?content=20080730_170946_8864 . Retrieved May 7 2009 .
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