Reitmans

A Canadian fashion retailer offering reasonably priced clothing designed for a mainstream target, Reitmans was in need of a makeover. Years of targeting a broad audience had created a perception of blandness, when even the most mainstream woman still wants to look fashionable.

But how to define “fashion”? Haute couture creations, so appealing on the glossy pages of magazines, look almost laughable in real life. The Reitmans consumer is aware of current trends and wants to look good, but in clothes that fit her life. This insight sparked a campaign that had been running for five years under the tagline “Designed for real life.”

In 2008-09, the campaign took an even more tongue-in-cheek shot at high fashion. With the tagline “Reitmans one, haute couture zero,” the campaign features a pair of fashion experts demonstrating how runway trends fare in the real world compared to Reitmans’ fashions.

Each media in the communication mix was used to its best advantage. TV highlights the contrast between the runway and real life, while online banners and out-of-home zero in on the key items promoted each season. The website is used to give more information and give mix-and-match ideas. In the store environment, lines of the campaign are used in POP.

The campaign created a unique personality and attitude that fits Reitmans perfectly in a category that is largely undifferentiated, and the brand has experienced substantial growth since the launch of the campaign. “Designed for real life” has evolved beyond a marketing idea and is now embraced as a business mantra across all aspects of their business.