2. Agenda
Topics Covered
Intro to the Campaign
Kendall Jenner Collaboration
The Mr. Super Puff
The Rise of Celebrity Endorsements
The Super Ruff Puff
Personal POV
3. What is
The Super Puff?
A puffer jacket made from water-repellent and wind-
resistant fabric from Japan. It is produced from 100%
responsibly sourced goose down and is
biodegradable, renewable, and recyclable. Its high-
quality fabrics will last for decades.
As the product line expanded, Aritzia made a
separate page called "The Super World" on their
website where you can find all the latest styles of
the TNA Super Puffs.
4. Kendall Jenner Collaboration
The Kendall x Aritzia collaboration occurred in
2018 as a paid partnership.
Kendall posted pictures on her Instagram
wearing the Super Puff. With her 117 million
followers, she made a huge impact on
Aritzia's brand awareness for the TNA Super
Puff.
Aritzia got 10,000 new followers a day after
Jenner posted, and the selling rate of the
jacket increased by over 700% (Sebastian)
5. In 2019, Aritzia launched its first-ever men's clothing product - the men's version of the Super Puff
This increased Aritzia's demographic target audience
Male content creators on Tik Tok also made
videos wearing the TNA sweatpant collection
such as the "Cozy Fleece Boyfriend Sweatpant"
as they're able to fit into them
Mr. Super Puff
6. The Rise of Celebrity
Endorsement
Analyzing the success of Kendall Jenner showed Aritzia
the impact of using celebrity fame and their social status
to raise brand awareness of the Super Puff.
In December 2021, Aritzia collaborated with Jennifer
Lopez, where she posted pictures wearing the Super Puff
on her Instagram promoting the jacket.
Kendall Jenner Charles Melton Hunter Schafer
Jennifer Lopez
Hailey Bieber Sofia Richie Bella Hadid
7. The Super Ruff Puff
Aritzia even expanded its product
line to cater to dogs
Now you can match Super Puffs
with your furry friend!
8. As a loyal consumer of Aritzia's clothing and apparel, I am
impressed by the ongoing success of this social media campaign.
Aritzia consistently finds ways to increase engagement through
celebrity collaborations and expanding target audiences as shown
with their men's collection.
Creating "The Super World" opened up many opportunities for
Aritzia to expand the TNA Super Puff brand and create new
jackets with different materials and styles. Aritzia's marketing
strategies helped them stand out from competitors and beat the
pandemic's burden on the retail industry.
This high-end fashion boutique reported a net revenue increase of
62.9% to $453. 3 million as of January 2022 (Aritzia Inc.). Clearly,
the brand is doing something right. Overall, I predict Aritzia will
continue to increase its income and market share if they maintain
and expand their innovative products while promoting via social
media, especially Instagram and Tik Tok where influencers can
showcase visual content through pictures and videos.
Personal Point Of View
10. References
Sourced Used
Aritzia Inc. Aritzia Reports Third Quarter Fiscal 2022 Financial Results.
https://investors.aritzia.com/investor-news/press-release-
details/2022/Aritzia-Reports-Third-Quarter-Fiscal-2022-Financial-Results-
2022/default.aspx.
Sebastian, Geraldine. “Super Pumped for the Super Puff: The Rise of
Aritzia via Social Media.” Medium, 31 Oct. 2019,
https://medium.com/@geraldine.sebastian/super-pumped-for-the-
super-puff-the-rise-of-aritzia-via-social-media-525d1f1fb285.
Super WorldTM. Aritzia CA. https://www.aritzia.com/en/brands/super-
world.
“THE SUPER PUFFTM.” Aritzia.com,
https://www.aritzia.com/en/product/the-super-
puff%E2%84%A2/74360043.html.
