Harry Rosen debuts new branding
By Rob Bale
Men’s clothing retail chain Harry Rosen has undertaken a rebranding initiative to coincide with its 70th anniversary. The updated branding was developed by Sid Lee of Toronto and is intended to encourage consumers to change their perception of the chain. It makes use of the tagline, “For a life well dressed.” The new branding is being introduced in a marketing campaign consisting of online video, digital advertising, out-of-home advertising and social media content.
The anniversary initiative also includes a $50 million store redecoration program, the release of a collection of 70th anniversary merchandise and the launch of a new loyalty program called Club Harry. Promotional events will also take place this fall in Vancouver, Edmonton, Calgary, Toronto, Ottawa and Montreal. Public and influencer relations for the anniversary promotion are being conducted by Jaime Eisen Communications.