We’ve been talking a lot recently about the importance of storytelling and tone of voice when communicating fashion and style messages. The question is, how do you make it come alive in-store? Here’s a great example from The Room at The Bay in Toronto. Bonnie Brooks, chief exec of the company has always been a champion of tone of voice - she edited the Canadian fashion magazine Flare in the mid-90’s before her stint running Lane Crawford - and here’s an example of how she’s starting to do this at The Bay.
What’s so special about this execution? We know more than ever that women are looking for styling advice. The messages and mannequins make the point simply - this is all you need to know about Spring Summer 10 if you are shopping designer labels in Canada.
Anyone coming through Toronto should have a look at what Brooks is doing with The Room - it is the first stage in her revamp of the company originally founded in 1670. Yes, I’ll write that again: 1670. Speaking of which the other area to watch right now is their Signature line. Using the famous HBC Point Blanket as a starting point, Brooks and her team have created a range of products from designer coats, cashmere scarves, and recycled fur scarves to pocket t’s and solid blocks of maple sugar. Bliss. More coming on that range next fall… in a world which talks about authentic brands, you can’t get more authentic than a company founded in 1670. Go Bonnie.
http://blog.emap.com/wgsn/storytelling/
(JOELY)
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