Bluenotes (formerly Thrifty's) is a Canadian "lifestyle" clothing brand. Bluenotes currently operates 120+ stores in Canada, across all major provinces, and it includes an online store. Thrifty's' 107 stores were bought out by U.S. retailer American Eagle Outfitters from Dylex and rebranded the store with name Bluenotes in 2000. Eventually the division was sold to privately owned YM, Inc. in 2004.[1]
Bluenotes uses denim as the base and then sells many other things.
Despite the focus on denim Bluenotes also carries a variety of other clothing items such as onesies, polos, graphic tees, plaids, hoodies, sweaters, dresses, swimwear, footwear, and accessories.
In 2019 Bluenotes stores began to carry some Aéropostale merchandise, which had ceased operating in Canada in 2016.
The target market can be described as Millennial consumers, value-conscious, and fit-conscious.[citation needed]
In 2008, ad agency MacLaren McCann created the "If Jeans Could Talk" campaign to link the Bluenotes brand with their denim line. Bluenotes targets teenagers and young adults for the clothes.[2]