Harry Rosen 'Sets the Tone' with Integrated New Brand Platform

The team at Harry Rosen, Canada’s leading luxury menswear retailer, have been hard at work to prepare for the future long before the start of the Covid-19 pandemic. A new online shopping experience, an evolved collection of the world's finest menswear labels and the introduction of a new brand platform that launches today with a national campaign. Created in partnership with Zulu Alpha Kilo, the brand 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.

Over the company’s 66-year history, the business has reinvented itself many times over to provide wardrobe advice for men and attract new generations of customers. The impact of the Covid-19 pandemic on workwear has resulted in more demand for casual looks but quality, style and dressing for your day remains constant. “Launching a new brand platform during a global pandemic took a lot of bravery,” says Trinh Tham, CMO at Harry Rosen.

Trinh continued: “Despite the fact that the retail industry has been hit hard, we’ve continued to invest in the brand, understand our clients’ needs and provide exceptional service in the same way that Harry Rosen has done since in 1954. The new brand platform is an important part of our plan to emerge stronger after the challenges the industry has faced since March.”

The work - to kick off the first phase of 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, Set The Tone. “When people dress with confidence, they have the ability to set the tone. 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,” added Tham.

Video elements that will run on television and online show a man passionately delivering a monologue about setting the tone in all of life’s moments that matter. Billboard and print executions feature a real father and daughter to show how he sets the right tone in a teaching moment with his daughter.

As part of the launch, Harry Rosen is taking an unconventional approach with casting, focusing on inspirational Canadian role models who are elevating their communities. Role models will emphasise Harry Rosen’s brand values including leadership, creativity, inclusivity and passion and become living symbols for how Harry Rosen helps men set the tone in their personal and professional lives. The lead actor in the video executions, Emmanuel Kabongo, sets the tone in his personal life by working with his brother to coach various sports camps to help kids build confidence and promote leadership in the community.

“It’s one thing to say something in your advertising, but it’s another thing to live it. By showcasing role models, Harry Rosen is setting a new standard in the fashion industry,” s Wain Choi, executive creative director at Zulu.

The first phase of the launch campaign kicks off today and runs through the remainder of 2020. Strategy and creative was led by Zulu Alpha Kilo with media planning and buying by Cairns Oneil.