Mark’s Work Wearhouse opened its closet to local media during an event last week that showcased its 2010 spring/summer clothing line under the new Mark’s banner.
The Calgary-based retailer was in Toronto Tuesday and Wednesday for what it called the “Mark’s Over” event where members of the media could play dress-up and have mini make-overs in a suite at Intercontinental Hotel.
The interactive style experience showcased items from the line that blends style with innovation and includes everything from tank tops with built-in bras to pants and dresses with tummy-control panels.
The new technology is part of a bigger rebranding effort aimed at luring a new, younger demographic without excluding its current consumer base, said Tonya Vinje, visual merchandiser manager, Mark’s Work Wearhouse.
The chain will gradually drop “Work Wearhouse” from its name and will test the new look in 29 stores in the Ottawa, Edmonton and Winnipeg markets this summer.
The decision was prompted by research that found consumers had a hard time linking the chain to fashion apparel and footwear.
“We’ve listened to that consumer feedback and it’s taken us this long to accept it and actually start testing it,” she said. “We’re hoping that if we have success in these three markets that maybe we’ll roll it out [across] the business in the next few years.”
The new name already appears on flyers and other in-store marketing materials created by Watermark Advertising Design and Mediavation for English and French Canada, respectively. The “Mark’s Over” event was managed by High Road Communications.
