When browsing through my peers blogs, I came across an interesting post titled Holt Renfrew’s Vancouver success – reaching out to a larger demographic authored by Cole Routtenberg. I was intrigued by the title; since the last time I checked Holt Renfrew and “large demographic” were not synonymous. Turns out, Holt Renfrew is attempting to lose its exclusive atmosphere and expanding its target demographic to include customers ages 18 to 34. The company has built its reputation as being one of Canada’s premier destinations for high end fashion, comparable to world-renowned fashion destination such as Barney’s in New York, or Selfridge’s in London. It isn’t an easy mould to break.

Yet somehow the luxury retailer is coming off of its most profitable year to date, attracting somewhere between 10 to 15 times more business from 18-34 year olds than before it implemented its cheaper, more affordable clothing line. Apparently the strategy is working: Holt renfrew has managed to uphold its image as a reputable high-end fashion retailer; all the while enticing an entirely new demographic, and succeeding at it.

I think I need to pay a visit to 737 Dunsmuir Street to see this for myself.

Link to Cole’s blog: https://blogs.ubc.ca/cleonoff/

Link to article: http://www.ottawacitizen.com/news/todays-paper/Holt+Renfrew+mantra+sizes+ages/5392457/story.html