Reitmans’ summer style

The retailer continues on its path of changing expectations in its summer campaign.

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Reitmans is still trying to turn some heads in its new summer campaign.

In the spot, actress and Reitmans spokesperson Meghan Markle stylishly glides into a restaurant and accepts a dance with a fan. He doesn’t get to enjoy his moment for long, though, as a pair of women watching encourage him to peak at the tag on her dress, before she turns to them and utters a line she first used in the retailer’s fall campaign.

The “Reitmans. Really.” platform was launched last year, shortly after Tank won the business, to show that the retailer – associated more with accessible and mid-priced fashion – was also a source of top-quality style.

The video will also be adapted for digital platforms. The broader campaign will utilize banner ads featuring Markle, and behind-the-scenes videos from the shoot and creation of her recently-launched summer dress collection. Tank led creative on the campaign, with OMD on media.

Jeannie Vondjidis-Miller, VP of marketing at Reitmans, says the goals and execution for the summer edition of the platform are largely unchanged from the fall.

“It’s a very much a continuation, because it worked,” she says. “We had a great response to the first campaign. It really resonated in terms of the look, the music and that fashion moment when she enters the room. It’s a message of change, telling consumers to take a second look at us and what we offer, and that’s ongoing.”

Bringing together stylish fashion and accessibility is also why Reitmans has been looking at behind-the-scenes videos and interviews with Markle when it comes to extra content for its campaigns.

“Our customers love seeing what is going on behind the scenes and the story behind the fashion,” Vondjidis-Miller says. “Meghan is also a great spokesperson who brings more aspiration to the brand. She was very involved in developing her collection and really wanted to put her handprint on the designs. It has a personal touch and we wanted to bring that flavour of the fashion closer to the customer, especially when it’s someone who’s such a respected fashion icon.”