news

Reitmans opening Cassis for boomer women 08.06

With the tag line, “Long live women,” Reitmans is hoping to attract female baby boomers to its newest chain, Cassis. The Montreal-based company–whose others brands include Pennington, RW&Co., Smart Set, Addition-Elle and Thyme Maternity–is launching 10 stores in Ontario and Quebec this fall that offer clothing and an environment to suit the particular tastes of women born between 1946 and 1964.

The brand strategy, positioning and brand name were developed by Chemistry. Consumer research was undertaken by Ipsos-Reid, while brand identity, along with advertising and a website were created by TAXI Montreal.

Much of the research showed many female baby boomers disliked the whole shopping experience because of ill-fitting, youth-oriented clothes and stores with edgy graphics and loud rock music. However, Ipsos Reid found through its research that the opposite was true: now that these women are, for the most part, free of parenting duties, have a comfortable budget for clothes and more time to shop, they’re able to focus on themselves. Research also showed this group felt very good about themselves, and were “hugely confident” with a great self-image.