Canada’s Harry Rosen eyes reinvention
Canadian luxury menswear retailer Harry Rosen has been quietly reinventing its digital experience and implementing internal changes in an attempt to evolve and modernize the brand.
Enter a new visual identity and brand positioning, all set up in a fully integrated campaign, that is intended to lead the brand to long term growth.
Created in partnership with Zulu Alpha Kilo, the campaign is rooted in a new rallying cry - 'Set The Tone' - and features a cast focused on inspirational Canadian role models, who are elevating their communities.
"Over seven decades Harry Rosen has become one of Canada's most successful men's retail brands. While we wanted to keep the culture and passion that made the brand a Canadian icon, we've also recognized the need to modernize,” explained chief marketing officer, Trinh Tham, in a news statement.
“This change in our overall positioning will reinforce our brand as a relevant, innovative, progressive company at the forefront of style. At the end of the day we are a company that continues to be dedicated to helping men of all ages look and feel their best."
Harry Rosen worked with Myplanet to launch a fully optimized website that integrates both the 'advisor' and 'client' experiences across all interfaces and touchpoints. The initial launch includes new features such as a flexible search engine, an integrated appointment booking system, and more.
VP digital and strategy, Ian Rosen, said the need to accelerate the update of the company’s website become apparent back in March, at the start of the Covid-19 pandemic.
Over the company's 66-year history, the business has reinvented itself many times over. Most recently, the impact of the Covid-19 pandemic has equally lead the company to embrace a shift from workwear to more casual looks.
Founded in 1954, the Toronto-based retailer operates 15 stores across Canada and a new robust e-commerce offering.
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