Clothing retailer RW&Co. has enlisted some star power for the launch of an upcoming limited edition menswear collection and a support campaign that rolls out today.
Canadian actor Hayden Christensen has partnered with the retailer on a 20-piece line arriving in November that includes coats, jackets, shirts, pants, knitwear and accessories that range in price from $59 to $249.
The retailer is supporting the launch with an advertising campaign that includes social media, online, in-store collateral and out-of-home executions in Toronto and Vancouver in addition to PR efforts managed by NKPR.
Sue Vovko, president of RW&Co. told Marketing that the partnership with Christensen allows the retailer to shine a spotlight on its menswear business – an important part of its portfolio.
Vovko said most celebrity-led collections zero in on female consumers. “We really felt the men in Canada were under-serviced.”
RW&Co. caters to 18- to 30 year-old men and women, offering active, casual and urban clothing and accessories with over 80 locations across Canada in addition to its e-commerce site.