Montreal-based Reitmans has tapped a new advertising agency and a new brand ambassador as it aims to re-energize the brand.
The women’s fashion retailer, which has 337 locations in Canada, has hired Montreal-based Tank to lead strategy and creative. Reitmans previously worked with Taxi.
Hiring a new agency “is part of revitalizing and having a different perspective on the business,” said Jeannie Vondjidis-Miller, VP of marketing and visual presentation at Reitmans. “[Tank] came in with some bold ideas and they were very fresh in terms of their perspective.”
Working with Tank, Reitmans has hired actress Meghan Markle as its new brand ambassador. Markle, who stars in the legal drama Suits, is well known for her fashion sense and runs her own lifestyle website, The Tig. Markle will be featured in the retailer’s new “Reitmans. Really.” campaign, which is launching later this month.
The campaign reflects Reitmans’ shift towards more fashionable clothing in the past two years. While customers are loyal to Reitmans for its basics, the company has put more emphasis on collections and mix-and-match items. Next week, Reitmans is launching its new Willow and Thread collection, a more premium-priced career line with higher-end fabrics.
“[The new campaign] is rooted in a basic consumer insight from our research and it’s related to the change in product and imagery,” said Vondjidis-Miller. For example, customers would get asked where their top was from, and upon saying “Reitmans,” the response would be “really?”
“[The tagline] is not a question… it’s a confident statement,” said Vondjidis-Miller.
Reitmans’ parent company, Reitmans (Canada) Limited, is also launching a new activewear banner, Hyba. The line was originally sold in Reitmans stores, but the company is now opening 17 standalone Hyba stores across Canada in October.
“It’s a growing market… Activewear has replaced a lot of the denim,” said Vondjidis-Miller. “Women are wearing leisure pants and athletic pants instead of jeans.”
Marketel is handling marketing for Hyba.
Reitmans operates 810 stores consisting of 337 Reitmans, 138 Penningtons, 107 Addition Elle, 78 RW & CO., 68 Thyme Maternity and 82 Smart Set locations across Canada.
