objective:

Harry Rosen is a legacy retail institution in Canada, focused on tailored and quality menswear. As the business headed into its 70th year, I was brought in to help increase brand presence and shift the narrative from being “your dad’s suit store.”

Execution:

Leveraging key trends and moments in Canadian culture, as well as business announcements, I developed a media relations, events, and partnerships strategy that built relationships and changed the narrative amongst media, creator, and brand partners. I also consulted on affiliate strategy, changed processes to implement media pulls and celebrity dressing, and built paid creator partnerships for tentpole campaigns.

Outcome: 

These efforts increased Harry Rosen’s media presence by over 20x, and have laid the messaging groundwork for a successful brand refresh and 70th anniversary—changing the narrative from “your dad’s suit store” to a quality retailer for every style.