Aritzia dropped four new colors this March: No-Stress Beach Blue, No-Stress Light Blue, No-Stress Medium Blue, and No-Stress Dark Blue. From a icey pastel blue to a washed dark navy, they released their products in four different shades of blue. Whereas it may appear as simple as a new launch for spring, it reveals the marketing tactics companies use to attract consumers.

Inherently, humans tend to love new things. Launching a new color attracts both old and new customers, as new customers become intrigued by the released products and old customers become motivated to visit a store with items they haven’t seen before. Thus, releasing clothes with a pretty colorway is the perfect chance for brands to garner attention and bring up sale revenue. However, Aritizia’s new launch is particularly interesting, since color launches usually tend to be a variety of different colors. For example, in October, Aritizia launched two colors: Silver Sage Green and Claremont—green and mauve. This way, the brand is able to attract various customers who may only like one of the multiple releases. Some consumers may prefer the green, whereas others may prefer the mauve. Yet, in March, the company chose to release four (a comparatively large number of colors) in all shades of blue. Additionally, in November, Aritzia also re-released another blue shade, Jazz Blue, and in February, Dayflower Blue. 

Blue is typically associated with calmness, trust, sadness, and intelligence. Tapping into color psychology, this use of blue is a strategic choice. Not to send a specific message, but to simply connect with the collective mood for engagement. It subconsciously reassures consumers, offering a sense of stability. It’s an invitation to find comfort in their brand. 

Thus, fashion trends reflect society, and brands tend to lean into these tones, indicating a broader cultural shift.