Korry’s Clothiers
Harry Rosen
Bachrach
Menswear
Square One Shopping Centre
Hazelton Lanes Shopping
Centre
Minute Maid
Jamieson LabsHudson’s Bay Company
Danier
Leather
Reitman’s
Nygärd International
Garant’s Botanica
Aldo
Shoes
La Perla Lingerie
SAMPLE CORPORATE WRITING EXCERPTS:HEAD GAMES | ANNUAL REPORT | BUSINESS BROCHURE | BUSINESS PROPOSAL | MEDIA RELEASE
HEAD GAMES x 3:
Client: Urban Product Placement
USP: Promote cool-hunter venues for new CD releases
HEAD: HIT 'EM WHERE THEY LIVE
SUB-HEAD: The Fresh Way To Be Scene And Heard****
Client: Cointreau
USP: Emphasize unique misting properties of liqueur when poured over ice
HEAD: I GET MISTY
ALT. HEAD: AH, SWEET MISTERY OF ICE****
Client: By The Slice Pizza Franchise
USP: Introduce gourmet pizza sold in single servings
HEAD: TAKE IT ONE SLICE AT A TIME
ALT. HEAD: IT'S BEEN A SLICE
ANNUAL REPORT: COMPANY REVIEW
The Brand Today:
The nature of fashion retailing is never to rest on your laurels. Since its founding in 1972 as a small Toronto-area leather and suede garment wholesaler, Danier has grown into Canada's largest manufacturer of leather and suede products, as well as this country's largest publicly traded specialty retailer. Now, the company plans to expand on this base, to aggressively position itself at the forefront of fashion and to heighten its brand recognition among consumer target groups.Danier aims at being seen as no less than Canada's ultimate leather and suede fashion authority.
Our strategic objective this year is to focus in on Danier's distinctive, modern styling as it is showcased throughout a broad range of product categories. Therefore, we will not only continue catering to the consumer's desire for that perfect wardrobe piece -- the latest couture-level calfskin coat, suede shirt or slit leather skirt -- but we will further address the need for matched knit and cloth co-ordinates, handbags, carrying cases and luggage, accessories and gift items, as well as street-active outerwear and sportswear.
Brand advertising and promotion will reflect this upscale synergy of the entire Danier line, which is reinforced by the physical design of all 69 of our retail outlets. Store elements are integrated to mirror the fashion message through such uniform features as modern slate floors, natural wood counters, and uniquely designed display and lighting fixtures, as well as distinctive point of purchase artwork, customized background music, and a computer-link website.
Today's strong consumer confidence, buoyed by a projected continuing economic uptrend, has created a strong parallel demand for luxury fashion goods. Danier intends to capitalize on this situation to its fullest capacity.
Retail Strengths:
- Quality of Product
The proof, as the saying goes, is in the pudding. Danier products appeal to the consumer's sense of touch, sight, and aesthetics. The buyer, who is the final arbiter, can see that the product looks beautiful, feels marvellous to the hand, and has been styled in keeping with the latest fashion trends.
But what customers don't see is the vast manufacturing structure that stands behind all Danier products...
FRONT COVER:
HEAD:YOU NEEDN'T MAKE SUCH A BIG PRODUCTION
OUT OF YOUR NEXT CORPORATE SHOWBOTTOM SUB-HEAD:
Let Us Do It.
INSIDE PAGES:
SUB-HEAD (BOLD):Who Are We?
COPY BLOCK:
Amie Hingston & Associates is a professional production company specializing in consumer and trade show events.
We have the know-how and the expertise to develop your corporate show from its initial conception to final staging.
Whether your event is a pre-existing one or simply a bright idea, we can bring it to life -- plus make it truly profitable.SUB-HEAD (BOLD):
What We Offer
COPY BLOCK:Our associates have literally decades of experience in producing such corporate events as The Metro Home Show, Canadian Living Parents & Kids, Good Food, Creative Sewing & Needle, Home & Floor, The Victoriana Show, and Toronto's Word On The Street Festival....
HEAD:
MISSION STATEMENT
COPY:
The Berkeley Exchange (hereafter abbreviated to TBE) intent is to become Toronto's premier Digital Internet broadcasting centre, providing businesses with end-to-end video streaming, from concept through to production and airing.
TBE's unique combination of "bricks" -- The Church at Berkeley, which doubles as both a studio and an event venue -- and "clicks" -- the staff, hardware and software at Airtime Media -- will provide corporate Toronto with one-stop shopping for all its Digital Internet requirements.
The need for this type of customized integrated service is growing stronger by the day. It is predicted that by 2002, half of all corporate websites in the world will use video streaming to increase their audience share and retention -- a five-fold increase from 1998. From 1999 to 2000 alone, the global streaming audience rose from 20 million to over 35 million, and that number is expected to reach the 50 million mark by year-end 2001*. Companies, realizing that much of this increased audience share can result in completely new revenue streams, are eager to embrace the technology.
While the need is real, the actual creative and technical packaging required to produce and air top-quality Internet video is beyond most individual company's capacities. TBE therefore has been formed to offer this specialized packaging, allowing businesses to concentrate on what they do best.
Over the next two years, TBE plans to build its Toronto corporate clientele base and fine-tune its technological requirements. Long-term, the intention is to franchise TBE's ground-breaking structure to major business centres throughout the world.
*Forrester Research, New York.
MENSWEAR INDUSTRY ADDRESSES DRESSING FOR TODAY'S OFFICE
"It has come to this: The golf course is the
only place with a firm dress code." -USA TodayThe trend to casual work attire that has overtaken many North American offices in recent years may have made some employees more comfortable, but many others are finding the task of dressing for the New Economy adding stress to their already busy lives. It is also creating new headaches for employers and human resources managers who must find a way to balance Casual Friday laissez-faire with the need to present a correct corporate image.
And that need may be more serious than previously thought: A 1999 survey of over 1,000 human resources executives conducted by San Francisco-based Jackson Lewis, a leading business management law firm, found that office dress down days have contributed to "an overall laxness in workplace behavior...almost one-half (44%) of those surveyed noticed an increase in tardiness and absenteeism and 30% reported a rise in flirtatious behavior." The survey concluded that workplace standards of dress must be maintained in order to avoid "an increase in the perception -- or incidence -- of harassment or discrimination."
The menswear industry recognizes the different dilemmas associated with so-called Casual Fridays, and has banded together to assist corporations and employees alike in coping with them. The Canadian Back To Business/Dress Up Thursday Committee, an offshoot of an identical American grassroots group, which inaugurated its own campaign this September, is set to launch their Back To Business style campaign with a full-scale presentation to the media and major corporate executives.
Dressing For Today's Office will be held at Toronto's Oland Specialty Beer Company, 2nd Floor, 1183 King Street West (just east of Dufferin) from 7 to 9 PM on Wednesday, November 22nd, 2000. In addition to a power-point presentation by Warwick Jones, Vice-President of Hamilton's Coppley Apparel Group, and displays of office-ready attire from well-known menswear manufacturers and retailers, the Committee will introduce its newly created Style Guide, which has been specially designed to explain the various components of correct business dress.
Saul Korman, a spokesperson for the Back To Business/Dress Up Thursday Committee, says the need for detailed information on appropriate office wear has never been greater: "Clients judge a company in part on how its personnel dresses. Sloppy clothes can indicate sloppy performance, and a too-casual appearance can give the impression that the company doesn't value the clients' business. You wouldn't hand out a wrinkled business card, so why would you show up in crumpled khakis?"Instead, the Committee is encouraging staff and executives to be more creative in their choice of business attire, and more aware of the message their clothing imparts to others.
"There is a right balance you can strike between relaxed and professional," Korman adds. "The bottom line is that being correctly dressed can have enormous impact, both on your own career and your company's success."
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E-mail: smithleslie@sympatico.ca
