Context
n September 2024, Reitmans unveiled its new Fall 2024 collection, celebrating comfort and elegance with a lineup of refreshed seasonal staples: cozy knits, classic sweaters, timeless shirts, and versatile coordinated sets designed to be worn, deconstructed, and reimagined for both work and everyday life.
In the spotlight? Sophisticated denim for every occasion and the introduction of a new ambassador program featuring none other than Sarah-Maude Beauchesne in Quebec, alongside Lauren Chan and Ashley Callingbull, the first Canadian and Indigenous woman to win the Mrs. Universe title.
To mark the occasion, Reitmans hosted an exclusive morning event on September 5, 2024, at Le Livart in Quebec, inviting media and influencers to explore the collection through the lens of duality.
Objectives
Position Reitmans as the go-to fashion destination for inspired and inspiring women, emphasizing the standout products of the Fall 2024 collection.
Showcase Reitmans’ values and personality in the lives of its target audience by highlighting its trendy yet comfortable options, inclusive size range, and affordable pricing.
Encourage Quebec’s traditional and digital media to feature Reitmans while facilitating content creation for influencers, ensuring increased visibility on social media through posts and stories from invited guests.
Strategy
- Create momentum with the new collection to connect Reitmans with Quebec media and influencers by focusing on what truly sets the brand apart—its heritage, fashion-forward approach, and on-trend products.
- Highlight the novelty and key pieces of the Fall collection, such as denim items and workwear sets, to maximize reach and awareness through both traditional media and new platforms (blogs, lifestyle sites, and content creators).
- Host an event that reflects Reitmans’ identity and its new Quebec ambassador, Sarah-Maude Beauchesne, allowing media and content creators to discover or rediscover the brand while enjoying exclusive access to Reitmans’ leadership team.
- Bring the Reitmans experience to life for guests by providing them with a gift card ahead of the event, encouraging them to showcase their best Reitmans looks.
Results
With the support of public relations, Reitmans achieved 34 media mentions in Quebec and 152 mentions on social media, highlighting the launch event and the new Fall 2024 collection.
The entire campaign generated a total of 13,391,972 confirmed impressions across influencers and media platforms.
Numerous social media posts were created during the event by both content creators and attending media outlets, including Magazine Véro, Coup de Pouce, and Châtelaine. Following the event, additional mentions appeared in various media outlets, further amplifying the campaign’s reach.
Media Highlights
