by Stephen Garner

Harry Rosen has launched a new brand platform and enhanced digital experience. The new look and feel for the Canadian menswear retailer comes as part of a broader strategic business transformation on the heels of recent changes to the company’s internal structure, including the introduction of Ian Rosen as vice president of digital and strategy and Trinh Tham as chief marketing officer.

Created in partnership with creative agency Zulu Alpha Kilo, Harry Rosen introduces a new visual identity, brand positioning, and a fully integrated campaign that is intended to set the brand up for continued long-term growth. The launch includes a full spectrum of creative executions across digital and traditional channels. The creative is anchored with a new rallying cry for the brand, dubbed “Set The Tone.”

“When people dress with confidence, they have the ability to set the tone,” said Tham. “Be it a big meeting, time with loved ones, or your community, our new brand platform champions the idea that when we feel our best, we can give back and do good for those around us.”

As part of the launch, Harry Rosen is taking an unconventional approach with casting the models it features, focusing on inspirational Canadian role models who are elevating their communities. These role models will help emphasize the retailer’s brand values of leadership, creativity, inclusivity, and passion.

“Over seven decades Harry Rosen has become one of Canada’s most successful men’s retail brands,” added Tham. “While we wanted to keep the culture and passion that made the brand a Canadian icon, we’ve also recognized the need to modernize. 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.”

For the refresh of its digital presence, Harry Rosen worked with Myplanet, a software studio specializing in digital experience platforms. The new website has been fully optimized and integrates both the advisor and client experiences across all interfaces and touchpoints. The new user-friendly experience with improved functionality will help the brand evolve with its customers and better anticipate needs.

“Back in March when COVID-19 started to demonstrate the impact it would have on the retail landscape, we challenged our team to accelerate the re-platforming of our website — as the industry has been shifting online, we knew it was imperative to invest in improving our overall digital experience now more than ever,” said Ian Rosen. “We purposefully pivoted our efforts during this time to introduce a more dynamic and personalized experience for our clients months ahead of our initial anticipated launch. Ultimately our service is what sets us apart. Whether in-store, online, via social or at any other touchpoint every client should feel that we know them, understand them, and are here to support in whatever we can.”


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