The Super Puff Program is Aritzia’s most heavily invested initiative. The product is popular but the program hadn’t had a strong identity since its launch. Aritzia wanted something unique, recognizable and social-driven.
Previously, the program has been driven by technical features and PK-focused language. The branding cast the product as a technical item made for extreme weather, and relied on features, construction methods, fabric vendors, etc. for its identity. Aritzia wasn’t getting traction for a product that was well-loved once purchased. They were increasing their product investment for winter ’18 and needed to increase visibility and sales.