TORONTO, ONTARIO--(Marketwired - June 10, 2013) - Leading Canadian women's retailer, SMART SET, has unveiled a fresh and exciting new brand direction; encompassing merchandising, social media platform growth, retail experience, and brand image. Throughout 2013, customers will see SMART SET unveil a thrilling new milestone in their brand evolution, as they explore innovative ways to inspire, engage, and embrace their audience's unique fashion and lifestyle. From refreshed merchandising offerings to online and in-store social media engagement, the brand is interacting with its core customer in imaginative and creative new ways.

SMART SET is famous for its accessible and stylish wear to work clothing needs for young, Canadian women. Building on this established reputation, the brand has recently launched an engaging national campaign that brings to life the new essence of SMART SET: A fun shopping experience that invites you to learn the art of styling, embrace your one-of-a-kind cool, and share the fun of shopping together.

To create the campaign, the retailer underwent a significant process to explore the ever-evolving needs of their aspirational consumer, the young professional Canadian female. Based on their findings, SMART SET has injected a renewed energy into its branding and merchandising, aiming to inspire customer's imaginations and facilitate effortless personal styling.

With the new brand positioning, shoppers will notice trendier merchandise, featuring a finely curated collection of colourful styles and prints. Acknowledging that the millennial generation is embracing online shopping and social media, SMART SET has expanded its scope to include a recently launched e-commerce site of all in-store products, as well as several digital engagement activities, including twitter and instagram, SMART SET will be expanding activity on its existing facebook and youtube platforms, including posting regular fashion videos with a focus on the art of styling. This comprehensive online presence is just one component of the brand's exciting new positioning.

SMART SET's new priority of ongoing consumer and community engagement commenced with two brand owned outlets; THE SMART SET BLOG and THE SMART SET Newsletter, conceived for sharing of the minute trend stories, cultural touchstones, and fashion stories. For those shopping online, these outlets will provide a digital destination for followers to engage with the brand and receive timely and relevant updates on all components of stylish living. From trend updates and expert styling tips, to editorial postings on food, books, music and travel, THE SMART SET BLOG allows shoppers to come together to inspire and be inspired by art, culture, the world, and most of all, each other.

In-store shoppers at the top SMART SET stores across Quebec and Ontario will enjoy an amplified energetic atmosphere, including larger than life graphics in display windows, innovative merchandise displays, and props to create a fun and inviting in-store customer experience. Additionally, these stores will have an iPad app available to offer suggestions of key items for the season, along with styling tips and product features.

In addition to the above activities, the brand is excited to announce a new step in customer engagement via a partnership with the summer's hottest Canadian electronic music festivals in Ontario and Quebec - Piknic Electronik, Digital Dreams, and Escapade! SMART SET will be running Facebook contests throughout the summer to offer customers a chance to win VIP and regular admission tickets to experience the electric energy of the events. The brand's incredible on-the-ground presence will also include "The SMART SET Bubble", a translucent mini-party sphere where a 360-degree camera captures friends enjoying approximately 15-20 seconds of music, light show, confetti and dancing. Participants can then upload and share this moment with their social media platforms via an iPad station.

From trendier in-store and online merchandise offerings, to creative new ways of engaging with the brand and customer's social networks, the new SMART SET positioning will spark creativity and inspiration for its shoppers. While consumers will experience a renewed energy and excitement in the brand, SMART SET remains committed to its core principles of providing welcoming service, on-trend fashion, and affordable pricing.


With more than 135 stores, averaging 3,400 sq. ft, SMART SET is a style destination where young women come together to inspire and be inspired. From wear to work separates, denim, essentials and accessories, they offer the latest styles in women's fashion to mix, match & innovate!

Contact Information:

Desia Halpin-Brill
Brill Communications