From Frumpy to Fabulous

Imagine shopping at “The Bay” ten years ago: the clothing section had old, frumpy styles that were more tailored to my grandparents than anyone else, they sold electronics in-store, and there was even a department with big appliances like washers and dryers. Fast-forward ten years and you’re suddenly shopping in “Hudson’s Bay, ” a trendy fashion retailer with chic, youthful clothing styles. Under the direction of Bonnie Brooks, Hudson’s Bay repositioned itself from a tired department store to an upscale fashion retailer. Brooks helped the retailer replace its under-performing product selection with popular, must-have fashion brands like Burberry, Topshop, Diesel and Jessica Simpson. The once struggling retailer was now a go-to stop on any of my shopping trips.

As part of the transition in creating their new image, the company changed their name from simply “The Bay” to “Hudson’s Bay”. The new name was accompanied by a sophisticated new logo, a far cry from the large yellow “B” that had been in use since 1965.

Although they no longer use their old logo and coat of arms, Hudson’s Bay still pays tribute to their Canadian heritage with the revival of their popular striped fur trade blankets, now sold in stores. In addition to their rebranding efforts, Hudson’s Bay also experienced great success in bringing new customers in with their Team Canada Olympic clothing line during the Vancouver 2010 Olympics. In particular, the signature red mittens, which caught my own eye, became an international symbol of the Canadian games. These mittens led to an increase in traffic and a rediscovery of Hudson’s Bay.

With the growth and rebranding of Hudson’s Bay, in 2013, Richard Baker made the decision to acquire Saks Fifth Avenue, a highly successful and world famous iconic fashion retailer, in a successful attempt to align the company with other high-end department stores.

In my own personal experience as an employee at Hudson’s Bay, I was impressed by the extensive lines of luxury brands and highly coveted items. As I have grown older, I have developed an increased interest in fashion and Hudson’s Bay has successfully transitioned into a store that appeals people like me, who value style. Hudson’s Bay is an example of a company who successfully revamped and rebranded themselves during a time slow growth for the company, and managed to come out on top. They have now reclaimed their position as a top-tier shopping destination.  

References

http://www.theglobeandmail.com/report-on-business/brooks-out-as-president-as-hbc-shuffles-top-executives/article12631261/

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/new-logo-old-name-the-bay-returns-to-its-roots/article9356220/

http://business.financialpost.com/executive/management-hr/how-richard-baker-engineered-hudsons-bay-co-s-stunning-turnaround-with-a-leap-of-faith-in-real-estate