As of 2014, Groupe Dynamite, a Montreal fashion chain which owns the clothing retailers Dynamite and Garage, has over 370 stores in Canada and worldwide. As one of the few Canadian retailers that have successfully entered the U.S. market, Groupe Dynamite has a very strong sense of their unique brand and understanding of their customers.
Dynamite positions themselves as an authentic brand and apparel retailer that is the choice destination for young women, offering fashionable casual and business attire. Dynamite targets a well defined customer segment by focusing on lifestyle and a fashion attitude point of view, rather than the traditional demographics. Their strong brand is a result of aligning their communications and design to their target customer profile: Rachel the 27 year old, the older sister to Alexa, 16, who represents Dynamite’s sister brand, Garage.
The store has a consistent modern, chic and sexy look and atmosphere that begins from the outside of the store and is carried throughout the store within. This is achieved through ambient lighting, monochromatic colours, and trendy music. The store layout is kept constant throughout their locations, in order to create a sense of familiarity and comfort for the returning customer. The tables throughout the store are kept low, and shelving is at an optimal height to eliminate any possible loss in sales that occur when products are out of reach.
They strategically use their store-front displays in order to engage and entice customers to enter the store by outfitting mannequins, both in the glass display and within the transition zone of the store, in the latest trends. Even as a frequent shopper of Dynamite, who considers this store as the choice destination for work appropriate clothing, I have personally experience the effectiveness of these displays. I often find myself making unplanned trips into a Dynamite store due to specific pieces or outfits that were on display.
The level of customer service that I have received when in Dynamite is unmatched, when compared to other apparel retailers that I’ve frequented. The sales associates are extremely helpful, accommodating and always deliver an excellent experience for the customer. They never hesitate to start a dressing room for customers or help find them a different size. The personalized exchange of names within the dressing room plays a role in creating customer loyalty as well. As a customer, I have never felt suffocated by greetings or assistance, which is something that I find rare in a retailer.
Dynamite offers a wide selection of apparel, from casual sweaters and jeans to blazers and dresses, all of which are aligned with the brand’s sexy and sophisticated image. Although I tend to be a mission shopper, I find myself browsing through their entire selection due the loyalty I have towards this brand. When compared to its competitors, such as Zara or RW&Co., Dynamite offers a competitively lower price point, which might be considered pricey in the eye of the price conscious shopper. As a financially struggling university student and price conscious shopper who is loyal to the Dynamite brand, I find that I am willing to pay more for the quality of the clothing and the customer service that Dynamite provides.
Along with their unique focus on understanding the customer lifestyle, as well as their established brand presence, Groupe Dynamite will continue investing in its retailing brands, Dynamite and Garage in order to continue the growth of its retailers in Canada and the U.S.
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