Harry Rosen Launches Online Discount Platform ‘FinalCut’: Interview

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Iconic retailer Harry Rosen has introduced its online platform FinalCut, which the company says is the only platform of its kind for top-tier, online luxury menswear in Canada with up to 60 per cent savings every day on luxury brand ticket prices.

Ian Rosen

“We’ve designed FinalCut for a customer who loves the thrill of building an exceptional wardrobe at accessible price points for luxury brands,” said Ian Rosen, EVP Digital & Strategy. “It’s a modernized, online shopping destination for the man who has style and savvy – who commands quality and value. The man who wants to steal the limelight at a fraction of the price.

“Final Cut is the destination for Canadians who want to build a head-to-toe wardrobe in luxury designer brands for great value. They’re looking for sharp prices, 365, every single day of the year, not necessarily only on those big holiday periods. We have built an experience that is digital first and is going to be built and marketed to meet the needs of the customer who’s always looking for something exciting and we feel like we have the merchandise, the marketing plan and the digital capabilities to really hit it out of the park.

Harry Rosen FinalCut

“The genesis of this idea was twofold. Number one, we were noticing customer behaviour when it came to really shopping on a more value side of our business. The customer didn’t want something one day. They were looking every day. They were looking for something exciting and that wasn’t necessarily the business we were built to deliver. So we said why don’t we build something for that, call it, thrill seeker shopper who really wants to be picking up something really exciting at a sharp price. We feel FinalCut is that.”

“And similarly we built a lot of capability on the digital and ecommerce side over the last 365 days. We felt it was time to put it to work on the new project. A really exciting next step in our strategy.”

Rosen said the retailer wants to really lean into what it has been great at doing. As a retailer, it has developed a lot of capability in being very targeted in the way it markets and being message-driven.

“We felt like we could scale that capability into a new frontier which is that thrill seeking, value oriented side of the market where it’s very competitive but we feel like we could definitely be a key player in the Canadian market,” he said.

Image: Harry Rosen is the newest Harry Rosen banner to complement the investments the company has made to establish itself as an e-commerce leader in Canada. Exceeding 2023 targets three years early in 2020, digital sales have nearly tripled since 2019. FinalCut is the next evolution in Harry Rosen’s digital transformation strategy to provide Canadian men with an immersive and high-end experience.

Merchandise will include new brands that are exclusive to the online property and that are not available at Harry Rosen or at The Outlet by Harry Rosen. The platform provides access to a limited selection of items at a superior price-value equation, said the retailer.

“FinalCut is Harry Rosen’s response to what so many customers are looking for in a shopping experience. It’s for the man who is always on the hunt for the next great find,” said Rosen. “This platform showcases clothing and a lifestyle with an elegance that aligns with Harry Rosen’s reputation as a luxury brand experience that raises a man’s game. For over six decades, we’ve always taken pride in helping men present their best in their personal and professional lives. This is the next generation in that legacy.

“We are also seeing a younger customer start to gravitate the shopping experience already. This is something we want to welcome people into the Harry Rosen ecosystem and show them a great experience, deliver their package in a day and a half, two days, and maybe they’ll fall in love with the product and shop more with FinalCut. Maybe they’ll look to Harry Rosen next time they’re trying to get enough to build their wardrobe. Perhaps it’s a milestone event or something that’s changing where they want to make a purchase. For us, we’re trying to expand our reach and we like this as a really exciting way to do that.”

Harry Rosen was founded in 1954 and has grown from a 500-square-foot store in Toronto to 17 stores across Canada.

Article Author

Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior National Business Journalist with Retail Insider in addition to working on his own as a freelance writer and consultant in communications and media relations/training.

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