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Mar 7, 2016
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Roots Canada goes international in new campaign

Published
Mar 7, 2016

Roots Canada Inc. wouldn’t be the success story it is today if not for its Canadian charm achieved through maple leaf and beaver imagery. This spring, however, the Canadian apparel company is launching a new marketing campaign celebrating 20 years of success achieved far from its home country, all the way in Taiwan.
 

Roots Canada marketing campaign set in Taiwan - Roots


“Taiwan is a beautiful country with very lovely people,” Roots co-founder Michael Budman explains. “They’re very concerned with the environment, they love Canada, and they’re great leaders in textile and manufacturing, so it’s really a match made in heaven between Roots and the Taiwan government.”

Roots set out on a 10-day assignment in Taiwan to create its new marketing campaign with the tagline, “Roots ♥ Taiwan”.  

The success that Roots has seen in Taiwan is due to a number of factors including a great product and management team, Budman says.
 
“It’s unbelievable, you can’t believe how much Roots products you see on the street [in Taiwan].”
 

Roots Canada marketing campaign set in Taiwan - Roots


Taiwan currently has 107 Roots stores and is home to several successful Roots cafés, compared to 109 stores in Canada. Asia is Roots' strongest international market.

The campaign is one of the first marketing initiatives set outside of North America.
 
“The campaign's goal is to build peoples association between Roots and Taiwan and to let the public know how strong the brand is globally,” Budman explains. He also hopes that it will encourage cross-continent travel between Canada and Taiwan.


Roots Canada marketing campaign set in Taiwan - Roots


This initiative is also the first major marketing campaign since Searchlight Capital purchased majority ownership in Roots last fall. This new campaign reflects their vision for a strong international development of the brand.

Roots is continuing to target other international markets as well.
 
“I think Roots has something to offer the world and that is its extremely high quality proprietary products,” Budman says.
 
The marketing campaign will roll out in Taiwan and globally mid-March. 

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