March 9, 2007 by Roots Canada

A window into the world of Roots

Issue 68 March 9, 2007

STANDING TALL

PHOTO: ANDREW MILLER

The Roots Lodge, a landmark store in Toronto, reaches new heights after celebrating its 20th anniversary

Issue 68 - March 9, 2007

Assistant Manager Dori Lewis, (left), and Manager Janet Braam go the extra distance with their team in making their store a winner

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I N S I D E I S S U E 68 MAKING YOURSELF HEARD Roots Radio issues appeal to store staff to speak up BATTTLE OF THE BRANDS #1 Facts and features favour Roots when measured against Coach THE FIGHT HEATS UP Oscar winning environmental documentary now available in stores while fundraising initiative reaches new heights

FALLOUT FROM PROPEACE STYLE Roots responds to critics of ‘No More War’ T-shirt SELLING TULIPS, SAVING LIVES Roots lends support to efforts of lung association TRUE TO HIS ROOTS Celebrated actor Russell Crowe wears the right stuff PASSING THE TRUE TEST Burlington store scores high in Retail Recognition Program GOING THE HEALTHY WAY Moncton team finds innovative ways to stay fit while they work

Departments FRESH INK OPPORTUNITY KNOCKS MOMENTS THAT MATTER GREEN TIPS HEALTH TIPS STAYING POWER

Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant PAULOMI PATEL Intern NICK KANEVSKY

The Source is published every two weeks by Roots Canada Ltd. We welcome letters from readers for publication. Please address all correspondence to The Source , Letters to the Editor, Roots Canada, 1400 Castlefield Ave., Toronto, Ontario, M6B 4C4 or by email to rsarner@roots.com Letters may be edited for length and clarity. Each issue of The Source is also available, in an abridged version, on the Roots website at www.roots.com

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PHOTO BY DIANE BALD

KUDOS FOR KITTY West coast retail staffer recognized for decade of devotion

SPECIAL DELIVERY A selection of recent letters from the world of Roots DOWN ON THE FARM I just wanted to let you know about a customer comment we received today. A lady was in shopping for her husband for Valentine’s Day and she said how much she loves Roots clothing because it’s so well made and lasts through so many washings. Her family owns a farm so they need their clothes to be very durable. She said that she recommends us to all of her friends. She also loved the cell phone pocket on the new Kanga Princeton Hoody as people in her family keep their phones with them at all times when they are out on the farm and now they have a convenient place to put them. Lindsay Harris, Paul Rogers Roots Outlet, Winnipeg WORTHY OF PRAISE I recently took a neighbour friend, who is in her late 70s, to your Windsor Crossing Outlet store in Windsor, Ontario. It was her first time there. A young lady by the name of Tammy Clavet greeted us and asked if she could be of assistance. She was very personable, helpful and especially nice.

My friend, who is inflicted with bone cancer and is not doing that well, was so grateful for Tammy’s help, she ended up buying several jogging outfits. When we returned to the car, my friend remarked how nice and helpful Tammy was to her. My friend loved her outing to your store, and hopes to do it again next year at Christmas time. I don’t know the names of the other girls at the store but the ones with whom I’ve had contact are all very nice. They deserve a word of praise from the Head Office. It’s so pleasant to be waited on by the store’s kind employees. Pauline Moore Windsor, ON LOVE YOUR ROOTS As part of a business project at school, we were to write a letter to a company about how much we liked their merchandise. I thought to myself, who better to write to than the company who makes my favorite clothing and accessories. Since I was a child, I’ve worn Roots clothing and continue to buy and wear your products.

After all this time wearing sweaters, pants and T-shirts from Roots, I’ve never had a problem with any of your clothing. Through past experience at other stores, I found even some of their expensive merchandise does not withstand wash and wear. Another reason I like your clothing so much is because there are so many different styles of shirts and sweaters to choose from. I also really like the Roots perfumes and hand creams. Although I do not have any of the Roots bedding, it’s one of the things I hope to purchase in the near future. I’m looking forward to shopping at Roots for many years. I love everything about your stores and the people working there. I think Roots is a great company. Megan Dignard Smith Falls, ON The Source wants to hear from you. Please send your letters to Robert Sarner at rsarner@roots.com. Letters may be edited for length and clarity.

EXTRA! EXTRA! In keeping with our fortnightly publishing schedule, the next issue of The Source will appear on Friday, March 23. Issue 68 - March 9, 2007

STANDING TALL

The much-admired Roots Lodge, a landmark store in uptown Toronto, reaches new heights of success after celebrating its 20th anniversary

he Roots Lodge just gets better with age. Now into its third decade, the Lodge is completing one of its best seasons in terms of sales revenue in recent memory. But beyond its excellent financial results, the store has a special place in the Roots retail family. Situated in uptown Toronto on the city’s famous Yonge Street next to large residential areas, the Lodge exudes the best of Roots stores in terms of being connected to its local community. “We are a street store in the best sense of the term,” says Store Manager Janet Braam, who has been with Roots since 2000. “Given our location, we have a lot of interaction with local residents who often drop in with their children to say hello. There’s even a golden retriever who comes in daily for her doggy treats and water along with her owner who comes in to see our latest leathers. She purchases a new leather bag several times a year for personal use.

Issue 68 - March 9, 2007

People also come in after jogging for a cup of water and to chat with the staff about what’s new in the store. Many customers live in the neighborhood and see our store as an intrinsic part of the community.” With its log cabin-like façade and intimate scale, the Lodge has an inviting presence. It has the distinction of being the only Roots store in Canada and the United States

to have such a name and its own logo. Its eye-catching graphics are quite prominent in the hand-painted mural on the outside wall that dates back to the opening of the store in 1986. Miraculously, it has never faded in all these years despite being exposed to the elements. It looks as fresh as when it was first created. “I have a particular affinity for the Lodge,” says Roots CoFounder Michael Budman.

A key link to the Lodge’s success: Great staff, seen here in recent team picture

“It’s a true neighbourhood store with a personality that reflects the culture and heritage of Roots and evokes our love of the outdoors. It combines so many positive elements of what Roots is all about.” Inside the 2,100-square foot store, there’s lots of natural light, a fireplace, wooden floors and three separate but interconnected rooms. Each has its own personality including a separate Yoga Room that showcases the Roots Yoga line. “The Lodge is where the past meets the present,” says Rosemary Eisenhut, Director of Retail. “The outside of the store is reminiscent of the cabin feel of our earlier store design and where it all began in Algonquin Park, but when you step inside you know you are in the here-and-now. Its design gives the feel of boutiques within the store. The inviting entrance warms you with the leather department and then you step to the back where the kids and baby bouContinued on the next page The Source 3

Continued from previous page

tiques are situated, the men’s department and the ladies lifestyle and athletics each have their own rooms and then just before you enter the Yoga Room you are greeted with a wonderful stone fireplace. It’s like being a guest invited into a home with many beautiful rooms.” For all its many physical attributes and great products, it’s the human team that really makes the store shine. Janet and Assistant Manager Dori Lewis have a knack for picking new employees and instilling in them a winning approach to their jobs. They also further enhance the atmosphere by staging events for staff such as various contests including bingo, Pass the Buck, Deal Or No Deal, and a potluck every Friday. “In the final analysis, our success comes from our ability

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The leather collection and stone fireplace help anchor one of the three main rooms at the Lodge.

to build a great team with the right attitude and spirit,” says Dori, who has worked at Roots since 1996. “People are

the most enjoyable part of working at the Lodge, both our customers and our staff. The members of our team all bring something different to the floor so we can tackle any challenge and have fun doing so. Positive attitude is critical. It’s not a good day until you laugh. Customers feel that energy and vibe and enjoy their Roots experience and therefore shop here more often. The store is like our home. We have invited customers into this environment so we must make it as pleasurable as possible.” The sense of community also manifests itself in the involvement of staff in activities outside the store. For example, for the past four years, they have participated in the annual Relay for Life, a 12-hour can-

cer walk. This year, the Lodge has three captains, each of whom is leading teams of 10 people in the event. “Relationship building is the most important aspect of sales and I feel our team gets that,” says Janet. “We have fostered a caring relationship within our walls and all who enter our store become part of this experience.” The staff says that threequarters of customers are women, many of them living in the vicinity. Reflecting the family feel and multi-general appeal of the store, it’s quite common for parents and children to shop together at the Lodge. “The fact that Roots has been putting a renewed emphasis on our quality leathers and sweats has really helped attract more people to the store over the past year or so,” says Dori, who has worked at several Roots stores. “Service, atmosphere and product are what helps ensure they become repeat customers.” With its stellar team, its exemplary approach to customers and its strong connection with the local community, it’s a good bet that the Roots Lodge will be a fixture at the corner of Yonge Street and Lytton Blvd. for a long time to come. – R.S. Issue 68 - March 9, 2007

MAKING YOURSELF HEARD

Roots Radio issues appeal to store staff to speak up

ome call it the soundtrack to the Roots shopping experience. Some call it the audio side of Roots. Some call it the voice of Roots. Better known as Roots Radio, it’s heard seven says a week in all 130 stores in Canada and the United States. This week, Roots Radio issued its first ever companywide invitation for retail employees to represent their respective Roots store and city by recording a custom voicespot to be broadcast on RR. Staff can say why their store is the best, request a favourite song, recount a memorable Roots moment or send a greeting to someone special. It’s a great chance to be heard coast to coast. (Those interested in participating should contact Roanne Camagay, Retail Operations Coordinator at retailops@roots.com) Launched in 1998 as a way

Andy McCurbin, (left), and Davin Bujalski

of sharing the culture and love of music at Roots with customers and to promote certain social causes, RR operates out of Toronto. Managed by music maven Davin Bujalski, it also features the on-air soulful presence of Andy McCurbin (“da voice”) who has been involved in the project since its inception. Davin, in close collaboration

with Roots Co-Founders Michael Budman and Don Green, chooses the play list ranging from 50s doo-wop to contemporary hits, all of which reflects the Roots lifestyle and musical sensibility. Artists such as Bob Marley, Marvin Gaye, Alicia Keys, The Police, U2, Van Morrison, John Legend, The Band and many more are

THE FIGHT HEATS UP Oscar-winning environmental documentary now available in stores while fundraising initiative hits six figures

ast week, Roots surpassed $100,000 as part of its campaign in support of efforts to fight the scourge of global warming. The money was raised through the sale of specially designed bracelets sporting the message ‘STOP GLOBAL WARMING’. Made from scrap leather at the Roots factory in Toronto, the bracelets are sold in Roots retail stores and online on the company’s website. Net proceeds go to the Stop Global Warming Fund to raise awareness about the threat to the environment and ways to combat it. The Stop Global Warming campaign was launched in early 2005 in conjunction with Laurie David, one of the producers

Issue 68 - March 9, 2007

of the Oscar-winning documentary film An Inconvenient Truth, the DVDs of which are on sale in Roots stores. Last November, in a pilot run, the DVDs were sold in select Roots stores in Toronto in coordination with Paramount Classics. Due to the growing demand they are now available in some 50 stores all over Canada. The publicity generated by last month’s Academy Awards and Laurie David’s participation in accepting the Oscar for An Inconvenient Truth, has generated renewed interest in both the documentary and the bracelets, resulting in increased sales. In addition, certain Roots stores sell David’s recent book The Solution Is You which also focuses on climate change and its effects.

• An Inconvenient Truth DVD, retail price:

$26.95; Stop Global Warming bracelets, retail price: $5; The Solution Is You, retail price: $12.95

broadcast daily. In addition, through Andy’s info-spots, RR keeps staff and customers informed about new developments in the world of Roots. When not tending to RR, Davin coordinates the disc jockey program in Toronto stores and plays a key role in the “Roots of…” series of compilation CDs that so far has included The Roots of Motown; The Roots of Reggae; and the soon-to-be released The Roots of Soul. For his part, Andy is a leather specialist at Roots, and works out of the flagship store on Toronto’s Bloor Street. He’s been with Roots since 1985, and in recent years he’s also trained staff about leather products, many of which he’s helped design. Next on the horizon for RR is possibly expanding its audience to Roots stores in Asia starting with the new stores in Hong Kong. Stay tuned.

A TERRIBLE LOSS Staff member passes away due to sudden illness

veryone at Roots was extremely saddened this week when a member of the retail team died suddenly. On Monday, Marlo Wilcox, 21, who worked in the Roots South Park Outlet in Edmonton, AB passed away due to a sudden illness. She had joined Roots three months ago and recently was promoted to a Keyholder. Her death left her colleagues at the store shocked and devastated. “Although Marlo had only been with us for a relatively short time, she touched each and every one of us,” says Store Manager Johanne Chute of South Park Outlet. “She will be deeply missed.” Marlo also worked part-time at the Roots store in the Kingsway Garden Mall in Edmonton. A celebration of Marlo’s life was held yesterday afternoon at the Howard and Westlawn Chapel in the city. On behalf of Roots, we extend our heartfelt condolences to Marlo’s parents Linda and Dale, her brother Grant and friends on this tragic loss. The Source 5

SELLING TULIPS, SAVING LIVES Roots lends support to fundraising efforts of lung association

ast week, Roots partici pated in the Ontario Lung Association’s annual fundraising event to fight tuberculosis and other lung diseases. The association funds respiratory research and better management of asthma, promotes a tobacco-free society and focuses on the effects of air quality on lung health. As part of the Tulip Day initiative, select Roots stores all over Ontario received bunches of fresh tulips last Thursday morning to sell to customers. Each bunch included five flowers and sold for $6 each. Proceeds from the sale were used to support the association’s re-

search efforts, lung health education and help lines. Besides purchasing the tulips, customers could also donate separately to the OLA. Stores displayed the colour-

raise awareness about tuberculosis and other lung diseases. In addition to selling flowers in stores, Roots will also contribute to the OLA’s Lungs For Life program to prevent smoking among school children. In a separate event held during the Tulip Day, the Roots flagship store on Bloor Street in Toronto hosted City-TV’s Frankie Flowers who gave a live weather feed from the store. He was filmed with the tulips in the background as he mentioned Roots support for the OLA during his broadcast.

ful flowers in the front and promoted the cause by talking to customers helping to

DOING THE RIGHT THING

TRUE TO HIS ROOTS

The latest in our series on Roots employees who help the community

Celebrated actor Russell Crowe wears the right stuff

From left to right: Caily McQuay, Lindsey Kinsella, Krista Carson, Monica Wach, Andrea Webb and Jackie Millson (missing) Alicja Rudnicka and Miyeko Simons

oots employees are an impressive bunch, for all kinds of reasons. In their own way, many contribute to making the world a better place to live. This month, the Roots team in Guelph will participate in the 32nd Annual Big Brothers Big Sisters bowling challenge for kids. As part of this initiative, Store Manager Lindsey Kinsella and her staff started collecting pledges last month and have raised more than $300 for the cause so far. The funds will go to the Big Brothers Big Sisters organization which helps children by 6

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matching them to adult volunteer mentors. Big Brothers Big Sisters of Guelph currently serves more than 400 children and youth in the community through such programs. The Roots Guelph team is participating in the fundraiser for the first time, after being contacted by the organizers. Prior to this, they participated in many other community-related events including the Parkinson’s Walk For Life and the Canadian Breast Cancer Foundation’s CIBC Run for the Cure. · Interested individuals can donate their pledges to the Guelph team on http://bbbsguelph.kintera.org

ussell Crowe has long been a fan and friend of Roots. In the picture below, published recently in Us Magazine, he is wearing a Roots full-zip hoody designed by him and coordinated by David Jackson from the Business-to-Business Department. Last year, the Academy Awardwinning star began working with Roots to produce personalized apparel. Since then, Roots has supplied more than 200 pieces of two different styles designed by him in connection with the South Sydney Rabbitohs, an Australian rugby team of which he is co-owner. When in Toronto, the New Zealandborn Crowe also often shops for himself and his family in Roots stores. In the past, Roots supplied products for his movie Cinderella Man. Issue 68 - March 9, 2007

KUDOS FOR KITTY

FRESH INK

West coast retail staffer recognized for decade of devotion

ast weekend, Roots CoFounder Don Green was in Vancouver on Roots business. One of the things on his agenda while at the store on Robson Street was to personally pay tribute to a key member of the retail team. Salesperson Kitty Duquette recently marked her 10th anniversary at Roots (always at the Robson store) and to mark the occasion, Don along with Roots Corporate Sponsorship and Sales Manager in Western

Canada Lyn Frankel, Robson Store Manager Elizabeth Coates and Field Business Manager Ross Schafer presented Kitty with a custom-made Team Roots leather jacket. Kitty was her typically modest self, embarrassed by the spotlight but passionate as always about her place of work. “I love being at Roots,” says Kitty. “That’s it. What more can I say? I’ll love Roots until the day I die.”

FALLOUT FROM PRO-PEACE STYLE Roots responds to critics of ‘No More War’ T-shirt

mong the many T-shirts now on sale in Roots stores, one sports the words “No more war”. Since it was introduced, the shirt has proved – at least in terms of its sales – one of the most popular with customers. But not with everyone. Over the past 10 days, three people have written to Roots, saying the T-shirt is in poor taste. One went so far as to say Roots is being disloyal to the government and Canada’s armed forces. Here’s an excerpt from one of the letters, signed by L. Campbell: “As a long time customer of Roots, I was dismayed with your window display in Edmonton featuring an ‘END THE WAR’ T-shirt. You have lost this long time customer. “Roots has always been a source of pride for me – but not when you become involved in politics. I am truly disappointed in Roots and will miss the classic products I have enjoyed over the years. Politics during wartime should be left to those businesses lacking in conscience and good taste.” C. Culligan from Fredericton, New Brunswick writes: “Last week, while shopping in Regent Mall, I walked by your store and noticed a T-shirt on display that said ‘No More War’. I was appalled that you would even consider making a T-shirt with such a slogan and that your Issue 68 - March 9, 2007

store would actually display it. I found it highly disrespectful and in very bad taste. “As someone who has shopped at your store and who believes that Roots is part of Canadian culture, I find it dreadful that you would sell this type of propaganda and show such disrespect toward

your fellow Canadians. I suggest that you remove this Tshirt from your store to show that you support our troops and your fellow countrymen.” In response, we wrote to all three customers, explaining the Roots position on the matter. Here is an excerpt from our reply to Ms Campbell: “Dear Ms. Campbell, We’re sorry that one of our Tshirts offended you. “Contrary to what you may have understood, Roots was not making a political statement in terms of a specific conflict such as Afghanistan,

Iraq, Sudan, or scores of other military confrontations currently raging around the planet. In fact, the shirt you cited does not actually say ‘END THE WAR’ as you thought it did. The shirt says ‘NO MORE WAR’ reflecting its more generic meaning. “It is not intended as a political statement. It’s simply a sincere wish for a peaceful world. Likewise, when we put statements on our shirts calling for a cleaner, more environmentally friendly world, we’re not trying to be political. We’re simply expressing concern for our environment and for the health of future generations if people don’t take action to fight pollution and global warming. “None of the above is to minimize the threats to freedom and democracy in our world. The shirt is not meant as a lack of support and respect for our country and government and the commitment of our armed forces to help others around the globe face such dangers. “Our shirt stems simply from a fervent hope for a better world, free of war, however elusive such a wish may be. “Thank you for your letter. I hope the above gives you a better understanding of Roots in the context of this issue. Yours truly, Robert Sarner, Director of Communication and Public Affairs”

A selection of coverage of Roots in the media • Canadian Living, April issue: Spotlight on the Roots women’s bamboo/spandex jersey t-shirt in both the “Green is the new black” shopping section and in the fashion shoot ‘Dress to Impress’. • Wish, April: Roots Blue Café bag featured, along with a striped women’s tank top. • Toronto Star, March 3. In article entitled “Transumers buy on the fly” in the shopping section, Roots is cited as company that targets the ‘transumer’ with quotes from Don Green on the Flat Bags and Oxia. • Where Toronto, March: New Beach Bucket reversible tote in silver metallic and white featured in the Hot Tips section. • Glow, March/April: Roots green rubber sport watch featured in the On the Ball fashion shoot section. • CAA magazine, Spring: Roots men’s blue zip-up track jacket featured in the Goods To Go section. • Photo Life, Jan.: Spotlight on the Roots classic mini backpack, Roots digital SLR system and Roots neoprene sling bag featured in the Photo Bags and Cases section. - Compiled by Carmela Ledo

ON THE MOVE New appointments and promotions at Roots

• Linda Borg, returning from maternity leave, Resource Protection Analyst, Head Office, Toronto • Kitty Chan, appointed Merchandise Flow Analyst, Merchandising, Head Office, Toronto • Paula Da Costa, appointed Purchase Order Administration, Sourcing, Head Office, Toronto • Victoria Da Ponte, appointed Purchase Order Administration, Sourcing, Head Office, Toronto • Natasha Evangelista, appointed Labels and Trim Coordinator, Sourcing, Head Office, Toronto • Shaira Goreham, promoted to Assistant Store Manager, Limeridge Mall, Hamilton, ON. • Daisy Li, appointed Junior Logistics Coordinator, Sourcing, Head Office, Toronto • Brian Moniz, appointed Store Manager Sherway Gardens, Etobicoke, ON • Lauren Price, promoted to Store Manager, Terminal 3, Pearson International Airport, Toronto. • Jane Rogers, appointed Technician, Baby, Head Office, Toronto • Lasha Rojenko, appointed Assistant Store Manager, Oakville, ON • Rachael Roos, promoted to Store Manager, Hillcrest Mall, Richmond Hill, ON • Shelly Sowinski, promoted to Assistant Store Manager, Kitchener, ON • Matthew Stokes, appointed Assistant Store Manager, Sherway Gardens, ON.

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GOING THE HEALTHY WAY Moncton team finds innovative ways to stay fit while they work

The top-performing stores in February

mployees at the Roots Champlain Place store in Moncton, New Brunswick are enjoying the benefits of their group efforts to stay healthy. With the aim of getting in shape for summer, increasing energy and becoming more focused, Store Manager Erin Cormier and her teammates launched the Healthy Food Challenge last month. “We noticed that for a long time, we had been mimicking each other’s food habits,” says Erin. “If one of us ate chocolates or chips, others would be tempted to eat them, too. This was unhealthy and we were becoming lethargic and de-energized by the end of the day.” To overcome this, Erin along with team members Rhonda MacLeod and Jessie MacKinnon came up with the idea of the group challenge. Other participating store employees include Megan

GREAT MOMENTS IN RETAIL

From left to right: Marie Eve Lanteigne, Megan Leblanc, Jessie MacKinnon, Erin Cormier and Store Manager Rhonda MacLeod

Leblanc and Marie-Eze Lanteigne. As part of this challenge, the team now eats healthier, junk-free food in the store. They make up for their chocolate cravings by eating 70% dark chocolate. Natural sugars are encouraged. Each participant practices the regime at work and at home, and marks her daily progress on a chart in the back room of the store. They are allowed any one day

in the week as a ‘Cheat Day’ to take a break from the strict diet. In addition to taking part in the food challenge, employees also share new ideas for exercises and health food recipes. The first chapter of the wellness program was initiated in mid-February and will continue until the end of March. Depending on its effects and benefits, the team will continue following it in the coming months.

THE ROOTS CLASS OF 2007

he weather in Quebec may have been cold but business was hot in La Belle Province in February. The monthly sales figures are now in for both categories - company stores and outlet locations - and Quebec took first place in both cases, thereby earning Store of the Month bragging rights. Posting 175 percent over sales budget, the Roots Chateau Frontenac location in Quebec City captured top honours for company stores while the ‘Roots 73’ store in Sherbrooke won in the outlet category, finishing the month 152 percent over budget. Congratulations to Store Managers Nathalie Giroux of the Chateau Frontenac store and Amelie Lamarche of the Sherbrooke outlet, along with their respective teams for their strong performance.

Scholarship program assists students with their educational goals

or the second year in a row, Roots is collaborating with the maker of its watches, Cosmoda, to offer scholarships to students graduating from high school. The Roots Class of 2007 program provides financial assistance to students seeking higher education. Five students who wish to attend university next fall will win $1,000 each as part of this year’s program. Students can apply themselves or can be nominated by their friends or parents. Those interested in the program must complete an application form and write an essay about their educational and career objectives. Scholarship applications will be accepted until June 29, with winners chosen in mid-August. 8

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In a related development, Roots stores are now carrying the Class of 2007 series of watches for men and women. A perfect gift for graduating students, the watches come in two solid stainless steel designs: the sporty, stylish Roots Tucson for men and

the delicate, fashionable Roots Gem for ladies. The silver dial features the “Class of 2007” imprint, which is etched on the back of the watchcase. Each watch comes with a bonus Roots photo frame, while quantities last. · Retail price: Roots Tucson: $125; Roots Gem: $100; No purchase is necessary to apply for a scholarship. For more information, go to www.watchroots.com

AND THE WINNERS ARE… Recipients of the inaugural Roots Scholarship Program

his year, five young men and women are studying at various Canadian universities thanks in part to the financial assistance they received through the Roots Scholarship Program. Here is a brief introduction of the winners, presented in alphabetical order: Nicholas DeKoning from Bracebridge, ON is in his first year at the University of Western Ontario, studying engineering; Pamela Grudizinski is pursuing a Master’s Degree in Occupational Therapy at Queen’s University after graduating with a Bachelor’s Degree in Science and a specialization in pharmacology; Tamara Hoppe, from Dundas, ON, is in her first year at the University of Western Ontario majoring in medical science; Angus Murray is enrolled in the University of British Columbia’s medical program where he is studying to become an MD; Kimi Sekhon is enrolled in a Masters Program in Arts Conflict Studies at the St. Paul University, Ottawa. She is completing a research project on the role of women in the Tibetan government in exile in Dharamsala, India.

Marie-Philippe Cloutier, Nathalie Giroux and Fanny Tremblay in Quebec City (Missing in action: Gabrielle Jean)

OPPORTUNITY KNOCKS Our fortnightly spotlight on new positions at Roots Here is a list of current job openings at Roots stores along with the appropriate contact person. For more information, please refer to the separate email notices sent out recently about each position: • Part-Time Keyholder, Windsor Crossing Outlet, Windsor, ON (Silver level store). E-mail your resume to the attention of Rosemary Eisenhut at reisenhut@ roots.com. Deadline: Friday, March 16. Issue 68 - March 9, 2007

BATTTLE OF THE BRANDS #1 Facts and features favour Roots when measured against Coach

here’s little secret behind the phenomenal success of Roots leather bags. Dollar for dollar, Roots bags deliver far more in style and quality than other international brands. We’ve brought together a bag from Coach and its counterpart at Roots and listed the specifications of each. We don’t pretend to be objective but based on the facts we think Roots wins the contest, hands down.

Roots Small Cargo Bag

Coach Carly Bag

• Origin: Made in

• Origin: The

Canada (at Roots factory) of Premium Italian lightweight Long Beach leather (with authentic vintage Tribe leather trim) • Price: $168 • Design features: - One fully-lined interior zippered pocket - One interior cellphone/multifunction pocket - Two outside multi-function pockets with turn locks for easy access - Zip top closure with leather tassle - Convertible strap (convertible handle drop 9"-15") • Dimensions: 10" (w) x 5.5" (h) x 4" (d) • Colours: Black, Saddle Tan, Tabasco, Testa De Moro

Legacy leather shoulder tophandle pouch is made in China of Italian leather • Price: $238 • Design features: - 1 fully-lined interior pocket - Zip top closure with contrast leather tab - Non-adjustable strap - Leather Coach hangtag - Contrast leather detailing - Bright coloured interior lining - Brass hardware • Dimensions: 9" (w) x 6" (h) x 4" (d) • Colours: Pool, Camel, Parchment and Black

PASSING THE TRUE TEST Burlington store receives top marks in Retail Recognition Program

From left to right: Keri Brunskill, Shannon Laity and Sarah Bird; Missin is Kristina Stanhope, Jamie Nelson, Kate Foster, Samantha Chivers, and Ruth Markvc.

or the second straight year, the Roots store at the Mapleview Shopping Center in Burlington, Ontario has been honoured by the mall’s Retailer Recognition Issue 68 - March 9, 2007

Program. Three times a year, mall administration secretly sends “mystery shoppers” incognito to evaluate various stores. These undercover consum-

ers rate the retailers based on customer service, store appearance and the overall shopping experience. Shopping centres and individual retailers often use “mystery shopping” to measure consumer perceptions of the quality of in-store service and presentation. Roots received a score of 90% from its mystery shopper, the same evaluation it received last year. The Roots result is 11% higher than the average store tested in the area, reflecting the company’s long-time commitment to retail excellence. In recognition of the store’s performance, the mall presented the staff with a bouquet of flowers, a congratulatory letter and a special window decal. In addition, the Mapleview Shopping Center will feature Roots on its website highlighting its achievement.

LIKE FATHER, LIKE SON New poster has prominent place in outlet stores

o age barriers or generation gap at Roots… Showing how the same great style can look good on both adults and children, this image is part of the ‘Roots 73’ Outlet Department’s latest campaign is kicking off next week at all Roots 73 stores. It highlights the current ‘Roots 73’ polo T-shirt campaign. Coordinated by Executive Director of Outlets Shyrose Kassam, the photograph was shot by Art Director Ilich Mejia and styled by Senior Visual Merchant Peter Paquette. It will be used in the form of small in-store posters, window displays and other marketing displays.

SPREADING THE WORD Guide to new ads appearing this week and next • Thurs., Mar. 8 - Various community newspapers in Toronto and Halifax are running ads for the Winter Blowout Sale at two outlet stores: Orfus Road store (Toronto) and Bayers Lake (Halifax). • Sat., Mar.10 - National Post (Toronto section): Full-page ad featuring current Roots products. • Thurs., Mar. 15 - Now magazine (Toronto): Full-page ad featuring current Roots products. • Sat., Mar. 17 - National Post (Toronto section): Full-page ad featuring current Roots products. • Sat., Feb. 17 - Globe and Mail (Style section): 1/2 page ad featuring Roots Chinese New Year Prosperity Pouch. • Sat., Feb. 24 - National Post (Toronto section): Full-page ad featuring current Roots products. The Source 9

GREEN TIP #33 Easy ways to help the environment

STARTING LINEUP

Introducing the people who make it happen at Roots stores

s part of our continuing series of team pictures of all the stores in the Roots retail family, this issue of The Source is shining the spotlight on the store in Bayshore, Nepean, Ontario. Left to right: (front row) Lilian Diaz, Laurie Howat; (middle row) Julie Bray, Cerian Morris, Emma Vronick, Evan O’Leary; (back row) Chrissie DeCurtis.

SPEAK TO MY AGENT The littlest customers show their Roots

ou’re never too young to look good in Roots. Many people obviously agree, based on the mail we receive at the Head Office. Both customers and staff often send in photos of their children, cousins, nieces, nephews, grandchildren, friends or neighbours wearing Roots, asking if they could appear in a future ad campaign for Roots. We can’t promise that but recently The Source began publishing a selection of such pictures on a regular basis. Everyone is welcome to submit their Jalyen Melendez-Cheddie, 7 months, Toronto favourite shots. Please send your photos to photogallery @roots.com Be sure to include the name and age of each child in the photo, and a sentence stating that you agree for the photos to be used in Sheen Mehta, 9 years, Toronto The Source. Nathan Sousa, 10 months, Burlington, ON 10

The Source

Alternative energy: If you’re really serious about making environmentally friendly changes to your home, look into alternative energy solutions. While traditional utilities are not able to sell you 100% clean, green electricity - at least not yet - you can let them know that is what you would like. Encourage your local provider to source hydro from more environmentally benign sources such as wind and solar power. One way you can show your support for alternative energy is by purchasing renewable energy certificates (also called Green Power certificates or Green Tags, depending on where you live). By purchasing these certificates, you are creating the same benefits as powering your facility directly with clean, green energy. While the electrons generated by a certain wind turbine may not reach your home specifically, your purchase supports the premium that utility companies pay to acquire some green power on the grid. Source: Green Tips - How to Save Money and the Planet, published by Green Living Enterprises

HEALTH TIP #30 Easy ways to help you stay healthy Bad for your breath, good for your health: Garlic, the delicious ingredient that spices up Italian food, does a lot more that whet your appetite. Studies indicate that allicin, the active ingredient in garlic, can prevent atherosclerosis and coronary blockage, lower cholesterol, reduce blood clot formation, stimulate the pituitary, regulate blood sugar, and prevent cancer. As an antibacterial, it is often used to treat minor infections. To balance out its pungency, eat some breath-freshening parsley. Source: Secrets of Longevity, Dr. Maoshing Ni Issue 68 - March 9, 2007

NEW & NOTEWORTHY A guide to just-launched Roots products

PRINTS DOMINATE SPRING, DONTCHAKNOW Latest line of women’s tees in stores now

t’s time to put away the dark colours of winter and get set to shop again. With spring supposedly just around the corner, Roots stores are stocking up for the season with fresh all-over prints and bright colours. In line with the biggest trend of the season, the latest line of women’s apparel to hit stores includes tees and hoodies in fun, energetic, two-coloured prints. The T-shirts and hoodies feature designs in-

printed on the inside to give a distinct ‘stamped’ look. Designed by Women’s Wear Designer Jules Power with prints designed by Graphic Artist Stephanie Briers, the allover printed styles will reach stores in Canada and the US next week and come in sizes XS to XL. · Retail price: All-over printed T-shirt: $34; Gauze T-shirt: $34; All- over printed hoody: $78

spired by nature. In addition, there is a Gauze T-Shirt style that reflects the trend of simple graphic shapes used as prints. In a special treatment, this tee is made from fabric

THE HOT LIST

MENSWEAR IN VOGUE

A fast look at what’s flying off the shelves at Roots stores

Spring styles are reminiscent of retro sport

The Elgin Jacket

Cameron Plaid Shorts

Inspired from vintage athletic styles, the Elgin Jacket for men comes with distinct sporty details and an athletic fit - classic features that make this item a must-buy for every demographic. The jacket is available in two colour combinations: India ink (dark navy) with vintage white, and foliage green with vintage white. The 92% polyester and 8% cotton pique knit fabric used to make the jacket enhances its old-style sports appeal. Details include athleticstriped taping at the neck and seams. It comes in sizes XS-XXL

With the onset of spring approaching, it’s not going to be long before everyone will put away their winter clothing and start looking for the perfect clothes for warmer months. And the Cameron Plaid shorts with its two colourways - silver birch and camo green are just perfect for the upcoming season. They also make a great coordinate with the Roots Heritage T-shirts or the Elgin jacket. Made from 100% cotton canvas, these lightweight bottoms come with an extra soft hand feel. Details include a secure button pocket and additional side pockets for storage. Designed for the outdoors, the shorts come in sizes 28 - 38

Issue 68 - March 9, 2007

Roots Menswear Designer Dylan Anderson is wearing the Elgin Jacket, (Retail price: $78), with Cameron plaid shorts (Retail price: $59) Both these items are now available in select Roots stores in Canada and the United States.

Based on the latest sales figures from all Roots stores in Canada and the United States, here are the 20 top-selling products: 1 Men’s Cooper zip polo 2 Men’s Vintage track jacket 3 Men’s Cooper zip hoody 4 Men’s Cooper zip polo 5 Men’s Freestyle full-zip hoody 6 Women’s “The Future Looks Bright” T-shirt 7 Women’s Basic Kanga hoody 8 Women’s Basic full-zip hoody 9 Women’s Basic Varsity sweatpants 10 Women’s Mantra pants 11 Women’s Varsity sweatpants - Roots

12 Women’s Roots original sweatpants 13 Baby’s relaxed sleeveless jumpsuit 14 Havaiana flip-flops 15 Roots bottled water (355 ml) 16 GWP-Cotton Bag 17 Roots Eco-bag 18 Crocs beach clogs 19 Village bag (Prince leather) 20 Venetian village bag (Prince leather) The Source 11

The Source

Issue 68 - March 9, 2007