Reitmans: Really

This case study details how Reitmans, a retailer of women's clothing, repositioned its brand to appeal to a younger target without alienating its core customers in Canada.

Reitmans: Really

Agency: Tank

Case overview

Reitmans Really: Giving New Life to an Old Brand Reitmans presented us with the ultimate marketing challenge: Take a 90-year-old, well-entrenched, respected brand and reposition it to appeal to a younger target, without alienating the moms and grandmothers who shop there. Challenge accepted.

With a footprint of over 300 stores, virtually every Canadian woman knows the brand. The company's heritage was beginning to work against it, as Reitmans was widely regarded to be for a mature, conservative clientele.

In order to rejuvenate the company's aging client base and reputation, we proposed to confront...

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