{"id":4500,"date":"2025-11-06T09:41:47","date_gmt":"2025-11-06T14:41:47","guid":{"rendered":"https:\/\/franchir.ca\/realisation\/reitmans-societe-secrete-et-sororite\/"},"modified":"2025-11-13T15:58:44","modified_gmt":"2025-11-13T20:58:44","slug":"reitmans-societe-secrete-et-sororite","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/reitmans-societe-secrete-et-sororite\/","title":{"rendered":"Reitmans, Secret Society and Sorority"},"content":{"rendered":"\n
Context<\/h2>\n\n\n\n
To present Reitmans\u2019 Fall 2025 collection, Franchir was tasked with ensuring the visibility of the new arrivals while positioning the brand with an Inspired Styler <\/em>audience. By combining the agency\u2019s experiential event expertise and Reitmans\u2019 in-house public relations, Franchir produced a highly successful event.<\/p>\n\n\n\n
Content creators and media personalities gathered for an exclusive 5 \u00e0 7 in a warm and mysterious setting, enhanced by the venue\u2019s discreet charm that created a wow effect. Over drinks, bites, and a fashion quiz, guests discovered the fall collection alongside the Reitmans marketing team \u2014 the perfect mix for authentic, preppy content creation reflecting the spirit of the collection.<\/p>\n\n\n\n
Objectivs<\/h2>\n\n\n\n
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Raise awareness and inspire love<\/strong> <\/mark>for Reitmans\u2019 fall collection \u2014 celebrated for its preppy and elegant style \u2014 as well as for the brand as a whole.<\/p>\n<\/div>\n\n\n\n
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Create a sense of belonging<\/strong> <\/mark> and sorority among guests, fostering a warm atmosphere and a feeling of exclusivity.<\/p>\n<\/div>\n\n\n\n
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Focus on details <\/mark><\/strong>and key material elements to create a unique environment conducive to content creation and the discovery of the collection.<\/p>\n<\/div>\n<\/div>\n\n\n\n
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Strategy<\/h2>\n\n\n\n
Proximity strategy<\/mark><\/strong><\/p>\n\n\n\n
To honor the fall collection \u2014 as preppy as it is chic \u2014 we created a mysterious and exclusive atmosphere. Guests were first invited with a card containing only the essential information to attend the event. Among these details was a clear instruction: to wear a Reitmans shirt that would be sent to their home, styled however they wished. As the guests arrived, the Reitmans Secret Society came to life \u2014 each look unique, yet part of a cohesive whole.<\/p>\n\n\n\n
To host this secret society, what better place than a secluded venue hidden from prying eyes? The lounge adjacent to the private wine cellar at Le Parloir in Montreal was the perfect setting. With its intimate ambiance, impressive bar, and inviting spaces, everything was in place for a flawless evening. Guests also took part in a team fashion and industry quiz \u2014 martinis in hand.<\/p>\n\n\n\n
Attention to detail<\/mark><\/strong><\/p>\n\n\n\n
Costumized buttons featuring the collection\u2019s crest, custom-made furniture to showcase the clothing, a soft and cozy ambiance \u2014 every detail was carefully considered to create a sense of belonging and sisterhood. We turned the Reitmans Secret Society into an exclusive yet accessible club.<\/p>\n\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n<\/figure>\n\n\n\n
Results<\/h2>\n\n\n\n
In total, more than 50 people were invited to the evening event on September 16. The 26 attendees all wore the blue striped shirt gifted by Reitmans, each styled in their own unique way.<\/p>\n\n\n\n
A total of 77 mentions of the event appeared on guests\u2019 social media accounts, generating 1,167,832 organic impressions. In addition, every guest shared their appreciation for the evening \u2014 whether for the photos taken with friends, the fun fashion quiz, or, of course, the discovery of the new collection.<\/p>\n\n\n\n
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Highlights<\/h2>\n\n\n\n
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16<\/mark><\/strong> content creators in attendance<\/li>\n\n\n\n
10<\/mark><\/strong> stylists and fashion media representatives present<\/li>\n\n\n\n
24<\/mark><\/strong> guests shared organic content on their social media, totaling 77<\/mark><\/strong> mentions<\/li>\n\n\n\n
1,167,832<\/mark><\/strong> total impressions<\/li>\n<\/ul>\n\n\n\n
Credits<\/h2>\n\n\n\n
Client<\/strong> | Reitmans<\/p>\n\n\n\n
Event ideation and management <\/strong>| Franchir<\/p>\n\n\n\n
Media and content creator relations<\/strong> | Franchir<\/p>\n<\/div>\n\n\n\n
In September 2025, Franchir supported Reitmans in launching its Fall collection by creating an exclusive concept: The Reitmans Secret Society. Our mandate was to ensure the collection\u2019s visibility and position the brand with its core target audience. We designed an immersive and mysterious experience held in the lounge of Le Parloir\u2019s private wine cellar in Montreal. Guests \u2014 content creators and media personalities \u2014 all received the same Reitmans shirt to personalize, symbolizing their belonging to this secret society…<\/p>\n","protected":false},"featured_media":4499,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"real_cat":[120,118,117],"class_list":["post-4500","realisation","type-realisation","status-publish","has-post-thumbnail","hentry","real_cat-events","real_cat-influencer-relations","real_cat-press-relations"],"acf":[],"yoast_head":"\n
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