CBBE applying ALDO(shoe retailer)

Essay by upermanUniversity, Bachelor'sA-, May 2006

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Brief introduction of ALDO

ALDO Shoes is founded. It is a footwear concession within a chain of popular fashion boutiques. The original group includes 4 Canadian stores in Montreal, Ottawa, Quebec City and Winnipeg.

1980 - 1993 Expansion

By 1980, the company becomes independent and prospers. Over the course of the next 13 years, 95 freestanding stores operate under the trade name ALDO.

1993 - 2001 Evolution

ALDO initiates its retail entry into the U.S. market. The first ALDO U.S. store opens near Boston, Massachusetts. Over the course of the next 9 years, approximately 125 stores open in the U.S. alone. By the end of this period ALDO also operates over 180 successful stores in regional malls and key fashion street locations in most major Canadian urban centers.

In addition, the Group operates over 300 stores under 8 prominent retail banners, each catering to a distinct well-defined customer group.

2002 - Going Global

ALDO graces the high streets of London, England, opening prime locations on both Oxford (3) and Neal Street (1).

The brand even finds its way to the English countryside opening in mall locations including Basingstoke, Uxbridge, Camden, Croydon, Kent & Southampton.

2005 and Beyond

With the success of ALDO's stores in the United Kingdom, the brand continues its global expansion. From Australia to Poland to Switzerland and Denmark, ALDO is in step with you. So lookout! You never know when an ALDO store will be in your corner of the globe.


1. Brand Salience

ALDO is very well-known brand as a shoes retailer. Not only by aggressive advertising, but also by campaign of fight against AIDS, it places a premium on being a good corporate citizen by working to enrich the communities.

Depth of brand awareness : we asked 7friends of ours( all of...