Harry Rosen Expands into Golf Apparel In Effort to Grow Luxury Menswear Marketshare: Interview4 min read
Harry Rosen, Canada’s leading luxury menswear retailer, is accelerating growth in its sportswear category with style-forward golf apparel and the launch of a marketing campaign which was tied into the recent Masters golf tournament.
“For over six decades, Harry Rosen has helped Canadian men look and feel their best in their personal and professional lives. Advising men on how to present a look of confidence on and around the golf course is the next step,” said Trinh Tham, Harry Rosen’s Chief Marketing Officer. “We’re thrilled it’s come to life with the irreverent spirit inherent to our brand. The campaign is vintage Harry Rosen cheek.
“We just teed off with the curation of golf attire for a style-forward customer who is always looking to define his look. The offering that we’ve put together is really based on this groundswell demand that we’ve been seeing and the growth and success of our sportswear assortment at Harry Rosen in-store and online.”
Tham said the curated golf collection will have a specific in-store presence at all the retailer’s locations.
“In-store you’re going to see wonderfully curated displays of golf attire. We’ve been following the trends of our customer interests, always focused and honed in on what our customers are interested in,” she said.
“And we knew that membership at Canadian golf courses had increased exponentially. We heard that these memberships had soared about 113 per cent in 2020 compared to 2019. And we also saw that among Canadian golfers, 65 per cent of them were aged between 18 and 34 and this is a group of customers we’re very interested in introducing to the Harry Rosen brand and Harry Rosen ecosystem.
“In addition to our tailored suiting, eventwear, and formal workwear, our focus on sportswear has also responded to men’s growing needs and lifestyle and look choices as well as the extraordinary uptake on the sport of golf.”
TV spots aired during the recent live broadcast of the Masters Tournament, featuring all the trappings of a professional golf broadcast, including the gushing commentary — except the commentators were more interested in the player’s outfit selection than their shot selection.
“We hear far more about a player’s shirt game than their short game and the break in their pants than the break in their putt,” said the retailer.
“Interest in golf surged during the pandemic, with tens of thousands of young men across Canada taking up the sport. But many still aren’t quite sure how to navigate fashion on the links. Thankfully, while there may be lots of places to get advice on your game, nobody knows golf style like Harry Rosen.”
Harry Rosen said it has curated a selection of products for the modern man and savvy golfer. Customers will find performance fabrics and stylish, streamlined looks from brands including Greyson, J Lindeberg, Brax Lab, RLS, KORS Michael Kors, Lacoste, and Psycho Bunny, it said.
“Harry Magazine, the retailer’s fashion publication, features Taylor Pendrith, the proudly Canadian pro golfer, as he brings his swing to this year’s PGA Tour in his rookie season. Pendrith is an ideal Harry Rosen role model, known to be loyal and authentic, with a hard-working ethic and sense of ease on the rounds. Golf colleagues and fans alike predict that it won’t be long before the affable Canadian rising star adds a PGA Tour title to his on-course accomplishments,” it said.
“The golf campaign was conceived by agency partner Zulu Alpha Kilo. It’s the latest installment in the brand’s “Set the Tone” platform, launched in 2020. The idea stems from Harry Rosen’s founding principle: to help men dress their best and feel their most confident in any situation.”
The campaign includes video, out-of-home, social, in-store collateral, and print in golf publications. Media buying was handled by Harry Rosen.
“Our thought is while we can’t help you with your technical golf game, we can certainly help you look the part in true Harry Rosen style where you get to personalize your look to reflect your individuality even on the golf course. That’s how we came up with this (six-week) campaign,” said Tham.
“With the campaign, we really wanted to surprise and delight our customers by entertaining them with the style commentators that were posing as real golf commentators. I had a lot of people text and ask me if those were real commentators in our spots.”
Harry Rosen, which was founded in 1954, has 17 stores across Canada.