In my time with Holt Renfrew, I elevated the brand to the height of its luxury product offering, while platforming its Canadian heritage to differentiate from Nordstrom and Saks Fifth Avenue, who were entering the market.
BEFORE
TRYING TO BE ALL THINGS TO ALL PEOPLE; A NEUTRAL POSITION
AFTER
CLEAR TARGET AND DIFFERENTIATION FROM COMPETITION; OWNING ITS HERITAGE & CANADIAN CREDIBILITY
BACKSTORY
A luxury department store with locations across Canada, Holt Renfrew faltered when it attempted to be ‘all things to all people’ and broaden its audience. There was a lack of strong positioning for this heritage brand that had to be addressed with sophisticated, compelling creative that clearly centered on the brand’s Canadian roots.
RESULTS
Effectively competed and survived both new entrants (Nordstrom failed and recently left the market)
Elevated brand to unique market position