Over the years Aritzia has established itself in the market as a women's retailer that values design excellence, premium materials, quality construction all offered at an accessible price-point. The task here was how to quickly define these commitments in a way that was easy to understand both internally and externally. 'Everyday Luxury' came from this challenge—creating a shorthand that is now used throughout the organization to filter decisions at every level and define the brand value across all customer-facing touch points.