This article looks at retail from a different perspective.

Appropriate Subject Area(s):

Marketing, entrepreneurship, retail

Key Questions to Explore:

• With the rapidly changing retail landscape, how do retailers differentiate themselves?

Introduction to lesson and task:

The lesson will examine how a retailer can differentiate itself from the crowd and attract consumers.

Action (lesson plan and task):

1. Survey the class to find out what they define as “lifestyle athletic wear”?
2. Write the criteria on a flip chart and post on the board.
3. Distribute the article for reading.
4. Have students create a chart with three columns. First Column will be Roots, second column LuLulemon and the third column a lifestyle athletic wear company of their choice.
5. In pairs, have students identify what differentiates each of these companies from each other.
6. Combine pairs to broaden the list.
7. Pose this question to them: with the changing retail landscape, what challenges does Roots face for survival?

Consolidation of Learning:

• “Roots needs to find new ways to draw customers into stores.”  Brainstorm strategies that Roots could use to accomplish this.

Success Criteria:

• Students understand how companies differentiate themselves to the consumer.

Confirming Activity:

• The article states that Roots needs to find another strong Canadian brand to team up with to produce high quality products.  Brainstorm ideas that would work for Roots and write a letter to Roots with your suggestions and the rationale for each suggestion.