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Roots And Its Marketing Strategies

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R oots Canada is a big brand established in 1973, Roots has been Canada’s leading lifestyle brand for four decades. Known around the world for its quality leather goods and active wear, Roots got its humble start in Toronto when co-founders Michael Budman and Don Green founded the company–first as a natural footwear supplier. From its original shoot, Roots Canada has branched out into many areas. The apparel chain, known among some as the Canadian Gap, sells outdoorsy clothing and accessories for men, women, and children. Firmly planted in the land of maple leaves and beavers, the company has more than 120 stores in Canada and the US, and about 40 locations in Asia (China, Hong Kong, and Taiwan). Besides apparel, the company offers leather goods, eyewear, watches, and fragrances, even lending its name to a line of furniture. About 40% to 50% of Roots merchandise in manufactured at its factory in Toronto.
Roots and its Marketing Strategies: Marketing is a process by which a product or service is introduced and promoted to potential customers. Without marketing, our business may offer the best products or services in your industry, but none of your potential customers would know about it. Without marketing, sales may crash and companies may have to close.
Product Strategy: The product mix of Roots Canada includes various accessories, shoes, and bags along with apparel for women, men and children. The company introduced a concept of “negative heel shoe”, a heel lower than its

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