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REITMANS

Reitmans, one of Canada's oldest clothing retailers, is a well-established franchise with a long history of involvement with "normal" women. But the brand had grown slightly tired. Enter Taxi to breathe new life into the retail chain.

To do this the agency delved into every aspect of the brand - the organization itself, the store environment, the customers and the merchandise. It found that Reitmans' approach to the latter was to replicate up-to-the-moment looks, with tailoring that is flattering and forgiving.

The strategy that emerged - "Designed for Real Life" - balances the appeal of current fashion with the considerations of normal life. Thus the campaign reflects moments every woman can identify with and presents fashion in a way that works for her. Most importantly, it puts the product in the spotlight - and as the designs look great, so do the women wearing them.

The "Designed for Real Life" platform drives the company both internally and externally. For example, it is featured in POP, and forms the foundation of flyers that are regularly used to communicate with customers.

Results, which were quite impressive, were made available to the judges, but not for publication. Reitmans has successfully increased its resonance with its customers, and injected fun and energy into the brand.

TELEVISION

Catwalk Launch	Catwalk Holiday
Fall Pics

PRINT

Fall Cookies	Spring Toilet
Xmas Turkey	Fall Kid
Spring Swing	Xmas Shovel
Fall Umbrella	Spring Garbage
Xmas Lights