retail consultants

Harry Rosen Online - Press Release

TORONTO, Ontario (May 15, 2009) – Harry Rosen Inc. announced today that it will now be selling merchandise online at its website www.harryrosen.com. The launch of the re-designed site – which will complement the 15 stores nationwide that occupy nearly 40% of the better-end menswear market in Canada – is part of a long-term strategy to provide clients with the highest level of customer service possible, and to continue to attract younger clients to the brand’s stable of world-class designers.

“The challenge facing all retailers in today’s climate is to remain relevant and top-of-mind with both your current and future clients,” states CEO and Chairman Larry Rosen. “When we look at the next generation of clients – even when I look at my own teenaged sons – we can see that we need to sell our merchandise online to introduce them to our brand and get them into our stores, where we can develop a personal relationship with them.”

Considered a separate revenue stream for Harry Rosen Inc., the site has been in the works for two years. Harry Rosen consulted with the J.C. Williams Group when building the strategy and the research presented showed that online shopping is poised for continued growth in the coming years. In Canada in 2008, 1 out of 5 customers shopped for an apparel item online, and online shopping grew overall by 61% between 2005 and 2007.

“It’s clear that in today’s economy, multi-channel retailing is the future for leading retailers and adding an online component is a natural addition to the superior in store shopping experience at Harry Rosen,” maintains Jim Okamura, Senior Partner of J.C. Williams Group. “While the current retailing climate is challenging, it’s interesting to note that even when same store sales decline, online sales continue to go up,” he adds, pointing to notable U.S. retailers such as Macy’s and The Gap. In 2008, Macy’s online sales were up 28%, where overall sales were down 7.7%. In 2008, The Gap’s online sales accounted for 7.1% of sales, up from 5.7% in 2007.

Acknowledging that the e-commerce model is entirely different from the in store model, Rosen and his seasoned Executive Committee put a dedicated team in place to support the business, lead by Director of E-Commerce Glen Glisinski, an e-commerce buyer and a customer service team that will staff the in-house call centre.

“Our clients wanted the option of buying online occasionally – which was confirmed when we offered gift cards online during the holiday season in 2008 – so we created the site in an effort to continue to offer them the best shopping experience possible, from the convenience of their own home,” says Rosen. “But it wasn’t created overnight. We’ve learned from past experiences that it takes time to build a business model that will succeed and one that would be in keeping with our brand and relationship-based focus. As with everything we do, we want our clients to receive the best service whether they come into our store or shop with us online.”

To facilitate the online shopping process, the site offers users many unique features, including the ability to communicate directly with a sales associate in a specific store from the site; to make in-person appointments; to add merchandise to a ‘wish list’ that can be shared with other people; and most notably, to receive recommendations from sales associates based on past purchases and history. Online pricing and policies will be the same as they are for in-store purchases. As an introductory offer during the month of May, free standard shipping will apply to all orders.

Currently only offering shipping to Canadian addresses, the site will not sell all merchandise available in a Harry Rosen store. Over 300 items will be available this season from a variety of brands such as Canali, Hugo BOSS and Lacoste and will include sportswear, knits, dress shirts, accessories, shoes and outerwear, with more merchandise being added over time. Tailored clothing such as suits, sports jackets and trousers – the cornerstone of a professional wardrobe that Harry Rosen built its business on – will not be available due to the challenges involved with proper fitting and expert tailoring.

The site will be supported via extensive marketing efforts that will include a mix of traditional channels and online advertising including banner ads, search engine marketing and social media. Designed by Grip Limited of Toronto, backend and technical support for the site will be handled by iCongo Inc. of Montreal.

Harry Rosen’s current corporate website will be included in the new e-commerce site. Harrymagazine.ca, the online home of Harry Magazine, will also be found via a link within www.harryrosen.com. As well, the recent blog launched by Harry Rosen – The New Confidence – will be linked to the site and will continue to offer videos, interviews and tips about menswear dressing and current promotions.