Celebrating 95 Years of Laura Canada: A Legacy of Empowerment and Innovation in Women’s Fashion

Table of Contents

1. Key Highlights:
2. Introduction
3. A Legacy Built on Empowerment
4. A National Retail Footprint—and Growing
5. A Proudly Canadian Broadcast Campaign
6. Digital Evolution Meets Human Connection
7. Informed by Customer Insight
8. Lessons from the Pandemic—and Beyond
9. FAQ

Key Highlights:

• Laura Canada marks its 95th anniversary, evolving from a single boutique to over 140 stores nationwide, emphasizing customer relationships and community engagement.
• The retailer is expanding its footprint and undergoing renovations while launching a national broadcast campaign that resonates with Canadian pride.
• Embracing a blend of physical and digital retail, Laura Canada is enhancing the shopping experience through technology and personalized services.

Introduction

Laura Canada stands as a testament to resilience and innovation in the retail world, celebrating 95 years of dedicated service to women’s fashion across Canada. Founded in 1930 by Laura Wolstein, the company has transformed from a modest boutique on Montreal's St. Hubert Street into a prominent name synonymous with style, empowerment, and community. As it commemorates this remarkable milestone, Laura Canada is also taking significant strides toward the future, focusing on store expansions, digital advancements, and a campaign that highlights its Canadian identity. This article delves into the legacy of Laura Canada, exploring how it has adapted and thrived in an ever-changing retail landscape.

A Legacy Built on Empowerment

Laura Wolstein's vision was not just about selling clothes; it was about empowering women. At a time when women's rights were still in their nascent stages—particularly in Quebec, where women did not gain the right to vote until 1940—Wolstein opened her first store, catering to women who sought both style and confidence. Her approach centered on high-quality fashion and personalized customer service, which resonated deeply with her clientele.

Today, Laura Canada's ethos remains rooted in this founding philosophy. Senior Vice President Josh Fisher, a great-grandson of Laura Wolstein, states, “Our model has always centered on meaningful relationships with customers and employees.” This philosophy has proven essential in navigating challenges, including the recent pandemic, highlighting the brand's commitment to community and connection.

The stores serve as welcoming spaces where women feel understood and valued. Fisher notes, “Fashion is a universal language that unites us.” This perspective underscores Laura Canada's focus on creating experiences that foster connection, joy, and belonging among its customers.

A National Retail Footprint—and Growing

Laura Canada has demonstrated remarkable resilience in a challenging retail environment. With over 140 locations across the country, the company employs nearly 2,000 people and serves more than 12 million customers annually. Fisher emphasizes the importance of understanding customer frustrations in the shopping process, stating that many women find conventional retail experiences impersonal. To counteract this, the company empowers its style advisors to assist customers in curating outfits that flatter their individual styles.

While many retailers are scaling back, Laura Canada is committed to expansion. The recent opening of a Laura store at Orchard Park in Kelowna, B.C., exemplifies the brand's strategic growth. Fisher notes that the store has exceeded initial projections, indicating robust customer demand. The company plans to continue this momentum, with additional stores set to open in locations such as Sherwood Park and Edmonton, reflecting optimism about the brand's future.

Renovations are also part of Laura Canada's strategy, including updates to its long-standing Ottawa location, which has served customers for nearly 50 years. The introduction of a redesigned Melanie Lyne concept in major shopping centers like CF Fairview Mall in Toronto signals a commitment to evolving the shopping experience while maintaining quality and service.

A Proudly Canadian Broadcast Campaign

In May, Laura Canada launched its inaugural national broadcast advertising campaign, a patriotic initiative designed to resonate with Canadian consumers. Initially conceived as a digital campaign, it evolved into a broader initiative timed with the NHL playoffs, tapping into the national pride felt during a period of geopolitical tension.

Fisher observed the emotional connection Canadians felt during the heightened political atmosphere and excitement surrounding several Canadian teams in the NHL playoffs. This campaign, which aired during significant television events, has garnered over a million views on YouTube, showcasing the effectiveness of aligning brand messaging with national sentiment.

The pride in Canadian identity is not merely a marketing tactic for Laura Canada; it's a reflection of the brand's roots and its ongoing commitment to its customer base. This approach has strengthened both employee and customer loyalty, uniting them under a common cause.

Digital Evolution Meets Human Connection

As the retail landscape evolves, Laura Canada has embraced the duality of physical and digital shopping experiences. Fisher asserts that the stores are invaluable for brand discovery and customer interaction, emphasizing that in-person experiences remain crucial for engaging new customers and providing styling advice.

This summer, the company will implement Shopify’s Point of Sale and payments system, enhancing the integration of physical and digital retail. This initiative represents a significant investment in creating a seamless shopping experience, allowing features like Buy Online, Pick Up In Store (BOPIS), ship-from-store, and real-time inventory visibility.

Laura Canada prioritizes technology that enhances customer service rather than overwhelming customers with new platforms. By focusing on tools that empower style advisors, the company fosters relationships that extend beyond individual shopping trips. Personalized recommendations and clienteling tools are part of this strategy, ensuring customers receive tailored support as they navigate their fashion choices.

Fisher emphasizes that personalization can take many forms, but the most impactful occurs through direct interactions with knowledgeable style advisors who understand each customer’s unique preferences.

Informed by Customer Insight

Customer feedback drives Laura Canada's merchandising and marketing strategies. The company regularly conducts focus groups and gathers data from digital surveys while relying on insights from its in-store teams. This customer-centric approach has fostered a culture where many style advisors began as loyal customers who were inspired to join the team and empower others.

In addition to qualitative feedback, Laura Canada leverages demographic data and e-commerce analytics to inform its expansion strategies. By analyzing customer data against demographic trends, the company can make informed decisions about new store locations and product offerings. Collaboration with real estate partners further enhances this process, ensuring that Laura Canada's growth aligns with customer demand and market opportunities.

Fisher highlights the importance of being guided by data and customer insights: “We analyze demographic databases for matches with our CRM data, track e-commerce orders and website activity, seek advice from our store operations teams, work with our landlords, and are guided by our real estate advisors at Oberfeld Snowcap.”

Lessons from the Pandemic—and Beyond

The COVID-19 pandemic posed unprecedented challenges for retailers, and Laura Canada had to adapt quickly. However, the company’s long-standing emphasis on relationships and community positioned it well to navigate these turbulent times. Fisher reflects on how the pandemic underscored the need for agility across all sectors while also reaffirming the importance of long-term thinking in retail success.

The struggles faced by other retailers, such as the decline of The Bay, serve as cautionary tales. Fisher notes that the shift away from long-term strategies to short-term gains ultimately led to diminished prospects for such brands. This context presents an opportunity for Laura Canada to capitalize on its customer-centric approach and commitment to building enduring relationships.

As the retail landscape continues to evolve, Laura Canada remains poised to adapt and grow, leveraging its legacy of empowerment and innovation to meet the needs of modern consumers. By focusing on building meaningful connections, expanding its retail footprint, and embracing both digital and in-store experiences, Laura Canada is set to thrive in the years ahead.

FAQ

What makes Laura Canada unique in the retail landscape? Laura Canada stands out due to its deep-rooted commitment to empowering women through personalized service and community engagement, a legacy that dates back to its founding by Laura Wolstein.

How has Laura Canada adapted to the challenges posed by the pandemic? The company's focus on meaningful relationships and long-term strategies allowed it to navigate the pandemic effectively, emphasizing agility and customer connection in its operations.

What are the company's future plans for expansion? Laura Canada is actively expanding its retail footprint with new store openings and renovations, indicating a strong belief in the continued resonance of its brand with Canadian consumers.

How does Laura Canada utilize technology in its retail strategy? The company is integrating digital and physical retail experiences through initiatives like Shopify’s Point of Sale system, enhancing customer service capabilities, and personalizing shopping experiences.

What role does customer feedback play in Laura Canada’s operations? Customer insights are central to Laura Canada's merchandising and marketing strategies, with the company regularly conducting surveys and focus groups to inform product development and store locations.