Aarong's experiential strategy for Gen Z acquisition and artisan sustainability

Abstract

This internship report will discuss the experience marketing strategy used by Aarong, which is why the Winter Wonderland 2025 campaign and its ability to attract consumers in generations Z (Gen Z) and strengthen artisan sustainability will be explored. The report is a synthesis of organization and project-based study that the author has done as an intern at the Marketing Department of Aarong between October 2025 and January 2026.

In the study, the business model, marketing mix, competition, and financial performance of Aarong during the period of 2020-2024 is assessed, the company is identified as recovering after the pandemic and as a sustainable social enterprise of BRAC. A structured survey was used to gather primary data on 308 participants of an event to determine perceptions of value, sustainability, uniqueness, and purchase intention.

The results indicate that Winter Wonderland managed to distinguish Aarong among the rival lifestyle brands and positively affected Gen Z purchase intentions. Nevertheless, sustainability communication gaps and crowds’ management gaps were found. The report ends with strategic suggestions on how to strengthen experiential storytelling, better design of events as well as ensuring a long-lasting engagement with Gen Z in a bid to boost artisan livelihoods.