In an attempt to connect with a younger demographic, legacy menswear retailer Harry Rosen is repositioning itself by highlighting the style advisor experience
Developed with creative agency Cartel, the recently launched “Yours Truly” campaign captures a man’s weekend, Friday through Sunday, to showcase the ways in which an advisor anticipates needs and refines choices. Each vignette complements the tagline, “Yours truly, Harry Rosen,” which assures customers that every detail, from fit to fabric to service, has been considered and customized for the client.
The campaign highlights Harry Rosen’s relationship-first ethos, and lives on paid social, OOH, connected TV and display.
Harry Rosen EVP Jessica Gale tells strategy the campaign was informed by the insight that confidence doesn’t come from clothes alone – it comes from relationships. Most men have a trusted accountant, an investment advisor and a barber they’ve had for years, Gale notes, adding: “We realized Harry Rosen has that same potential to be a trusted partner for style.”
“Our goal with this campaign was to showcase a critical part of the Harry Rosen brand and key differentiator: the trusted expertise from a style advisor,” Gale explains. “Harry Rosen has always been known for quality menswear, but this campaign is less about the products themselves and more about the relationship behind the scenes. It’s about all of the ways our incredible, thoughtful team of style advisors anticipate a client’s needs and help him move through life with confidence.”
And for the brand, the timing was important, especially with Harry Rosen recently celebrating its 70th anniversary. “Founder Harry Rosen built the business on top-notch, client-first service,” Gale says. “But we’re also evolving along with customer needs and expectations. Today’s customer values ease, versatility and authenticity just as much as craftsmanship. ‘Yours Truly’ builds on our legacy of trust but communicates it in a way that feels modern and approachable.”
That pivot to the approachable is especially important when trying to connect with a younger, style-driven audience who may not think of Harry Rosen when seeking style advice, Gale says. “These men want to feel confident and ready for anything, but they don’t want the shopping experience to feel intimidating or overly formal,” she says. “By showcasing a different client persona, we’re signaling that our style advisors adapt to the individual. It makes the idea of ‘having a guy’ for style feel accessible and aspirational at the same time. The campaign is really about broadening the invitation.”
For Harry Rosen, the latest campaign is not about repositioning in an entirely new direction; it’s about evolving. “We’ve always been a relationship-first brand, but this campaign makes that human element unmistakable,” Gale says. “The tone is warm, witty and a little cinematic – it shows the emotional payoff of having a trusted advisor. That’s an intentional shift in perception: it’s less transactional, more personal, and much closer to how our clients actually experience the brand.”
