Fashion+Clothing

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The Bay fills its White Space

As the retailer and Fashion Magazine debut the new couture department in downtown Toronto, the Bay’s VP marketing explains how the retail giant will court the exclusive, fashion-conscious set.

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Target’s addictive DM for The Bead Addict

It’s not everyday a syringe full of decorative beads lands in your mailbox. Or a mini liquor bottle full, for that matter.

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The art of Adidas

Marketing to jaded urban hipsters is no easy task. So to generate pre-launch WOM for the December opening of its Originals store on Toronto’s trendy Queen Street West, Adidas Canada used the store’s construction scaffolding as an artist’s canvas, and commissioned local art collective Fighting to interpret what Adidas means to them.

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NBA Canada scores with woman’s B-ball lifestyle brand

Two years ago when kids were all swimming around in basketball jerseys that might actually fit Shaq, women were buying small youth sizes and making do. So, when Andrew Lee, director of consumer products and licensing for NBA Canada, was scanning the stands at a Raptors game and was struck by the number of female fans, and their designer attire – Parasuco, even Prada and Gucci – he realized two things. That the NBA hadn’t been marketing well to women. And that basketball could be a killer lifestyle brand. For women.

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Rough Ryders

Extreme riders don’t care if they get a little dirty. But their sunglasses had better stick around for the ride.

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Good cause and effect

Rounding up eight A-list celebs like Salma Hayek, Christina Aguilera and Cindy Crawford is a sure-fire way to get attention for any campaign. Throw in a good cause, and you’ve got marketing gold.

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Top 3 back-to-school efforts

It’s not only kids that dread back to school. Some agency types do too. Seems the back-to-school fare hardly inspires study. But we’ve managed to unearth a crop – from TV to online to promotional – that are getting good grades.

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Nike series seeks Canuck caster

Toronto-based TV prodco Chokolat, a division of ad agency Taxi, is looking for a Canadian broadcaster to pick up 4×30 series Full Ride. The series is sponsored by Nike and produced for ESPN. Full Ride follows six U.S. high school seniors through the football recruitment process, from a camp attended by more than 200 college coaches and scouts to the final decision as to who will get a ‘full ride’ scholarship.

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Top 5 entertaining spots

We asked CDs to find TV ads that they believe are entertaining and would translate to sales. It turns out that, yes, in fact, both goals can be attained. Here’s what they turned up.

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The secret of Sam’s success

‘Honesty is probably the biggest idea we’ve ever had,’ says Sam Baio, president and CEO of West 49.

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Puma prowl

Until now Puma has relied on its good looks to take it places, but with the recent hire of Joanne Dennis as its director of marketing, the Toronto-based sport and lifestyle brand is getting strategic.

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Moores: For guys who hate to shop

Your typical everyday guy hates to shop. Moores knows it, which is why the Toronto-based men’s wear retailer has launched a new campaign playing on the kind of triggers that actually force a guy into a store in the first place.

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Canada’s new fashion leader: the plus-sized woman

Top retailers are marketing to the larger woman like never before, and no wonder: sales are growing at three times the overall rate

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Exposed – thirty seconds with a marketing maven – Mike Arseneault

Talk about convergence. Boasting about the smart new cross trainers on his feet, Mike Arseneault, recently appointed brand marketing manager at Toronto-based Nike Canada, sips a coffee at Second Cup, where he was formerly director of marketing.

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A market of one

Whether you market cars, clothes or credit, if you’re not customizing for customers, you’re not keeping up