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Holt Renfrew Launches Summer 2022 Campaign ‘Summer in Motion’ [Interview]

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Canadian luxury department store Holt Renfrew has launched its Summer 2022 campaign, Summer in Motion.

“The anticipation for Summer 2022 is high, and we can feel it. Everyone is ready to embrace the warm weather and enjoy the freedom that comes with spending time outside, socializing in person, and getting to simply be,” said Wes Wolch, SVP, Marketing & Customer Experience, Holt Renfrew.

Wes Wolch

“Finding pleasure in the everyday is our mantra. And whether this is achieved through big moments, traveling to new destinations, or small, sipping an iced coffee on a hot summer’s day, the whole point is to just go for it and have fun. We’ve made some great changes to our store environments with new Cafes, new Beauty Halls and of course our beautiful renovation to our Montreal location, Holt Renfrew Ogilvy.

“Creating a summer calendar full of music experiences gives us an opportunity to invite people back into our environments for unique experiences focused on shared passion points. The campaign is called Summer in Motion and features DJs from coast to coast such as YuSu, Pierre Kwenders, Miko So? and Bambii. Music creates the soundtrack for so many summer memories and we wanted to tap into that, allowing the DJs to showcase their personal style through their music and their style and our customers to showcase theirs.”

Holt Renfrew Bloor (Image: Dustin Fuhs)
Holt Renfrew Bloor (Image: Dustin Fuhs)

Wolch said the campaign is targeted to Millennials & Gen Z customers.

“The campaign will live throughout the summer and consist of an in-store concert series, Spotify playlists curated by our DJs, paid media focusing on social (Facebook, Instagram, Tik Tok) and OOH, as well as across all of our owned assets,” he said. 

“Holt Renfrew has had to adjust to the implications of the pandemic like most retailers, but we’ve thrived throughout it building new ways of working, new ways of selling and new ways of communicating with our customers, which has enhanced an internal culture of agility, innovation and collaboration.

“We often talk about digital and social channels being the ways to engage and transact with younger consumers, but we’ve just increased the digital skill-sets of Gen X and Boomers who had to adjust to a more digital way of living due to the pandemic, whether it be Facetime calls with Grandkids, ordering groceries online or even virtual shopping appointments. These skills and behaviours aren’t going to go away, so we have to become more digitally focused with consumers that were once far more traditional.”

Holt Renfrew Bloor (Image: Craig Patterson)

Wolch said Holt Renfrew has had some really exciting launches around its circular fashion initiatives including a vintage offering through a collaboration with Northern Touch Vintage and most recently with the launch of its pre-loved designer bag business. 

“These are more key steps in the sustainability journey Holt Renfrew has been on for more than a decade,” he added.

In June 2021, Holt Renfrew announced a series of ambitious sustainability initiatives.

The retailer said it has had its emissions reductions approved by the Science Based Targets initiative as consistent with levels required to meet the goals of the Paris Agreement. The targets cover greenhouse gas (GHG) emissions from their operations (Scope 1 and 2), as well as Scope 3, consistent with reductions required to keep global warming to 1.5°C. 

Holt Renfrew Bloor (Image: Craig Patterson)
Holt Renfrew Bloor (Image: Dustin Fuhs)

Targets are:  

  • A reduction in absolute Scope 1 and 2 GHG emissions by 65 per cent by 2030, from a 2019 base year
  • A reduction in absolute Scope 3 GHG emissions by 28 per cent by 2030, from a 2019 base year
  • 67 per cent of Holt Renfrew’s suppliers from purchased goods and services and upstream and downstream transportation will have science-based targets by 2025.

Holt Renfrew was founded in Quebec City in 1837 and today has seven stores across Canada, including four in the Greater Toronto Area, plus Montreal, Calgary, and Vancouver.

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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