Bluenotes
Encyclopedia
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.
Despite the focus on denim Bluenotes also carries a variety of other clothing items such as polos, graphic tees and woven shirts. Through a "more variety, less quantity" kind of rule they always have something new in the store even if you visit everyday.
consumers, value-conscious (jeans are priced no higher than $39.50 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.
Denim
Denim is a rugged cotton twill textile, in which the weft passes under two or more warp threads. This produces the familiar diagonal ribbing identifiable on the reverse of the fabric, which distinguishes denim from cotton duck. Denim has been in American usage since the late 18th century...
retailers. It was formerly known as Thrifty's.
In the early 1990s, popular American
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
labels like The Gap and Old Navy
Old Navy
Old Navy is an American clothing brand as well as a chain of stores owned by Gap, Inc., with corporate operations in San Francisco and San Bruno, California. It is one of the first major corporations to house headquarters in the new Mission Bay district of San Francisco.Gap, Inc. was run by...
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
American Eagle Outfitters
American Eagle Outfitters is an American clothing and accessories retailer based in Pittsburgh, Pennsylvania. It was founded in 1977 by Mark and Jerry Silverman as a subsidiary of Retail Ventures, Inc., a company which also owned and operated Silverman's Menswear...
from Dylex
Dylex
Dylex Limited was one of Canada's largest retailers, involved in the operation of specialty retail stores, such as women's wear, menswear, and family stores...
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
Bluenotes uses denim as the base and then sells many other things to outfit their customers' casual lifestyle. They strive to offer the most variety of denim possible, with an emphasis on classic cuts as a base with many "trendy" cuts also available. This is evidenced by the three inseam sizes and amazing variety of washes offered.Despite the focus on denim Bluenotes also carries a variety of other clothing items such as polos, graphic tees and woven shirts. Through a "more variety, less quantity" kind of rule they always have something new in the store even if you visit everyday.
Marketing strategy
The target market can be described as Generation YGeneration Y
Generation Y, also known as the Millennial Generation , Generation Next, Net Generation, or Echo Boomers, describes the demographic cohort following Generation X. There are no precise dates for when the Millennial generation starts and ends, and commentators have used birth dates ranging somewhere...
consumers, value-conscious (jeans are priced no higher than $39.50 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.