A window into the world of Roots
Issue 98 • Nov. - Dec. 2010
GOODIES GALORE
ILICH MEJIA
With a treasure trove of great new Canadian gift ideas, Roots introduces the General Store for the holiday period
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I N S I D E ISSUE98 IN FOCUS AT TIFF 2010 Roots continues longstanding relationship with Toronto film festival CELEBRATING A MILESTONE Roots pays tribute to Camp Tamakwa on its anniversary
FLIGHT FOR A CAUSE Roots employee takes to the skies volunteering his services ALL ABOARD Roots participates in the Tall Ships On the Quay PARLEZ-VOUS SOCIAL MEDIA? Roots broadens its connections with an increasingly vital community PRIME TIME ON THE INTERNATIONAL STAGE Asian media outlets focus on Roots
Departments FINE PRINT GREAT MOMENTS IN RETAIL NEW & NOTEWORTHY STAYING POWER GREEN TIP HEALTH TIP
Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant CAROLINE IWANOWSKI Interns RACHELLE CUEVAS JASMINE DHALIWAL
The Source is published 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 thesource@roots.com Letters may be edited for length and clarity. Each issue of The Source is also available, both in blog and PDF formats, on the Roots website at www.roots.com
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Ilich Mejia
A MEETING OF THE MINDS Partnership continues with presentations at Ryerson and U of T
SPECIAL DELIVERY A selection of recent letters from the world of Roots EMILY DOES IT RIGHT I’m writing to express my appreciation of Emily Wright at the Mayfair Centre store in Victoria, B.C. She took a lot of time to show me different colours of leather available at Roots and emailed your factory in Toronto to see if my choices of leather were available. Emily then special ordered the Flat Saddle for me in rustler denim and chili, which arrived very quickly from the factory faster than any other special order I’ve made. I also want to thank the factory experts for the quality and care they put into making my bag and all other Roots bags. Julie Kirzinger Victoria, BC FOLLOWING THROUGH I would like to take this opportunity to compliment Lesley Baston from the Roots store in Richmond Hill, Ontario. My daughter sent me on a hunt for Roots Winter Cabin Socks. Lesley was determined to find them for me and spent her valuable time searching, including calling as far as Montreal. Lesley later contacted me to tell me they were sold out everywhere. I was impressed that she phoned me to let me know, as most companies don’t bother with such follow-up. Lesley even promised to call
me when the next shipment of socks arrives which I have no doubt she will follow through with. On another visit, she was most helpful, ordering a certain size of sweatpants for my daughter from another store. In my experience, this type of customer service is rare. I’m in awe that I received this level of service for socks and a pair of sweatpants. I’ve worked in customer service for more than 20 years and I can tell you that Lesley certainly went beyond this customer’s expectations. Anne Hersh Richmond Hill, ON DELIVERING THE GOODS I would like to pass along a huge ‘thank you’ to the staff at the Roots store in the South Centre Mall in Calgary. My wife had requested a replacement bottle of a specific Roots perfume she likes for her birthday and I went in search of it. Unfortunately, Roots no longer carries the product. While I waited, the sales staff at the South Centre Mall store tried to find it at several other locations (hoping there would still be some left over). Still unsuccessful, the resourceful staff suggested an order be placed and whichever store carried it would ship it out to me. I placed an order, and incredibly, the perfume arrived
at our house two days later, just in time for my wife’s birthday. Thank you so much for delivering on a promise, and thanks also to the staff at South Centre for the time and effort spent on me and my one bottle of perfume. Arthur Tucker Calgary, AB GENUINE PROS The other day, I was in the Roots store at Bayview Shopping Centre in Toronto. Every time I’m there, the salespeople are friendly and helpful. I don’t dress up, but the associate Linda Kirshenblat made me feel like I was as special as any other customer. I have always had exceptional customer service at this store in particular. I support Canadian products and will continue to shop at Roots. I hope that the staff at your store in the Bayview Shopping Centre know how much they are appreciated, at least by this customer. They are truly genuine pros. Thank you. Lenora Fleming Toronto
EXPRESS YOURSELF We invite you to send us your letters and/or your most creative photos or illustrations for publication in The Source. Please send your submissions to photogallery@roots.com Issue 98
GREAT STUFF
The theme for the holiday period, the General Store, has added an exciting new dimension to the Roots retail environment, evoking nostalgia, Canadiana and a sense of community. By RACHELLE CUEVAS
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n a brisk early November evening, the Roots flagship store in Toronto buzzed with energy. Strains of up-tempo, Canadiana folk music echoed throughout the second floor as customers and fans gathered to celebrate the launch of the 2010 holiday campaign, the Roots General Store. The holiday period is a much-anticipated time and not just for its festive spirit. For most retailers, November and December have a disproportionately important impact on the total sales for any given year, due in large part to the strong tradition of gift purchases. Hence, the need to come up with an engaging, distinctive theme that’s true to both the season and the brand and which appeals to customers. The creative process behind this year’s holiday campaign began last winter. Inspired by the 2009 theme, “Home for the Holidays,” Co-Founders Don Green and Michael Budman wanted this year’s edition to incorporate the gifting products that had proved so successful. Senior Art Director Ilich Mejia set to work on a classic, nostalgic theme befitting Roots. His starting point revolved around vintage postage stamps and a post office. It soon evolved with input from Patrick Davis,
Each store has its own customized sign to reflect its specific location
Manager of Visual Presentation, who had been impressed by a general store he’d seen while visiting Canada’s east coast. Later, he and Ilich decided the post office could be part of a larger general store campaign. “The General Store came to life from the idea of having a ‘one-stop-shop,’” says Creative Director Stephanie Holden. “Because Roots has so many different gift items for so many different people, it was important that everyone could complete their holiday shopping at Roots. And, of course, the
Based on vintage postage stamps, these are part of the General Store Issue 98
general store has a local community feeling which fits Roots very well.” To help create the feel of a vintage general store, Director of Store Development Pauline Landriault found props in a large antique store in eastern Canada. By chance, she had come across a former general store owner turned antique collector during a road trip last summer. It proved a perfect solution and a few weeks later, Roots arranged to procure a trove of items that have added a special aura to Roots stores this season. For most people, the general store evokes a simpler, less technological time when everything was on a much more human scale. During most of the 19th century, the general store was the hub of activity in a community, playing a pivotal role in rural life. Often independently owned and operated, it provided a variety of goods and vital services including a post office, credit and banking. By the mid-20th century, with the rise of big-box stores and industrialization, most general stores disappeared.
“The General Store harkens back to the days when Michael and I used to frequent hardware stores in our youth in Detroit,” says Don. “When we talk about them, we can remember what they used to smell like and feel like and how we used to feel as kids going to those stores. We’re trying to bring back the warmth and humanity of days gone by.” More than most previous holiday campaigns, the General Store concept is brimming with non-apparel items. Besides clothing, customers can choose from a wide array of products ranging from linens, hardware, sweets, housewares and small knick-knacks. The General Store marks the largest productoriented holiday campaign in the company’s history. “Because we’re doing so much more product this year, it was very important that we picked the right items that fit with the Roots brand,” says Patrick. Like the theme itself, the products introduced this season were the result of a team effort, starting with Rima Biback, Director of Roots Home and Licensing, and Jenny Chisholm, Manager of Merchandise Planning. Suggestions for products came from various people including Denyse Green and Diane Bald. Many of the products have long been used by both the Budmans and Greens while in Algonquin Park, Ontario. Many represent an ecofriendly, more natural way of living that reflects the basic values of Roots. In order to create a cohesive visual look, Graphic Designer Lauren Bruce devised graphics that were vintage, classic and Canadian. Working with the initial idea of stamps, Lauren and Ilich were inspired by examples from around the world and pulled bits and pieces from each. Lauren’s work proved pivotal to the campaign and is Continued on next page The Source • 3
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seen on everything from gift boxes, shopping bags, candy tins and posters. As with any major project, the General Store undertaking was fraught with challenges. From difficulties in finding the source for certain products or props and colours printing differently than expected, the team tackled each aspect with skill and passion. Equally important to the project was the planning and execution of how each store would implement such an allencompassing theme. “Due to the one-of-a kind nature of each of our stores, one of the biggest challenges is to ensure that a concept is adapted and customized individually to each store,” says Jarar Kazmi, Executive Director of Retail Operations. “While ensuring consistency, we definitely do not want each of our stores to lose its own personal identity.” As a part of the General Store concept, each Roots store was divided into six ‘mini-shops’ including a Post Office, Candy Shop, Linen Shop, Hardware Shop, Book Shop and Leather Shop. Natalie Barone, Visual Merchandising Coordinator, rose to the occasion to make the General Store happen at the store level.
DEAR SANTA What to look for this holiday season hen the holiday season arrives, it’s easy to become so wrapped up in buying gifts for others and overlook what might be nice for you. To help out, here’s a list of some of the products that are now available at the Roots General Store. Selection and quantity may vary from store to store. • Petrol pillow with hockey skates • Balzac’s coffee • Belgium milk chocolate maple crunch • Gourmet strawberry soft licorice • Beeswax candles • Canada T-Towel • Doctor Bronner’s magic soap in almond • Pocket of sunshine field notes • Fruit nut and oat granola • 12-pack of greeting cards • Maple candle with wood wick • Roots hockey puck • Canadian berry jam • Colour twig pencils • Canadian playing cards
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Great ideas for gifts, big and small
“Once we decided on the campaign, we thought of what would be inspirational in each store to really make them come to life,” says Natalie. “We went over the floor plans and saw what everyone needed and went from there. Different stores did this on a huge scale, while others had to rein it in but they made it happen.” Products that coincide with each mini-shop were distributed throughout the store. One part of ladies wear will house the Candy Shop, which will have sweets, sponge toffee, shortbread, and chocolate. Another area known as the Linen Shop will have blankets, pillows, candles and glasses. The Post Office will have holiday greeting cards and postcards. The men’s section will host a Book Shop where stationary and pencils will be sold. For smaller stores that can’t accommodate every product, there’s photography showing the full range of merchandise. Regardless of size, each store feels like its own unique General Store. Custom-made signs highlight the street each store is on, giving an authentic, personal touch to the shopping experience. As the flagship store, Roots Bloor underwent a huge transformation in time for the holiday season. True to Canada’s love for hockey, there’s a Home Ice Room where customers can purchase NHL team Award Jackets and watch Toronto Maple Leaf games. The Home section is now interspersed throughout the store and the kids line has been replaced by a Roots Yoga space. Known as the Wellness Room, it has a wide
range of yoga products including mats, blocks and yoga belts. A special section on the second floor houses most of the General Store props and gifting products. At the official launch event of the General Store project at Roots Bloor, special guests included Canadian Olympic Gold Medalists Tessa Virtue and Scott Moir who autographed photos and copies of their new book, Tessa and Scott. Musicians Terence Gowan, Tim Bovaconti and James Mckie performed for a large crowd of Roots fans which, included Canadian Olympic Gold Medalist David Pelletier. Guests were treated to seasonal refreshments of cider and hot chocolate and fresh-cut organic French fries courtesy of Toronto celebrity chef Jamie Kennedy. Marketing for the Roots General Store will roll out in mid-November. Ads and an online component will continue through the Winter Sale in January. If the General Store performs as well as expected, it may become a lasting fixture in stores beyond the holidays. In a hectic, stress-filled shopping season, the General
Store is a haven for customers, providing the extra care and warmth often absent during the holiday rush. The major theme of the campaign is “Give with Love” which plays on how people give gifts for the holidays. Despite distance, people can send their love with Roots through the General Store ribbons, cards and gift boxes, which offer a different and personal touch to a gift. With most of the products that will be sold at the General Store, they will send not only a piece of Roots but also Canadian-inspired merchandise, including many domestically made products. Independent of the added traffic and important sales volume the campaign is sure to generate, one of the true successes of the General Store is the extraordinary team effort that brought the initiative to fruition. From merchandisers to accessory buyers, graphic designers and allocators, everyone at Roots has touched the campaign in some form or another. With a touch of serendipity and sheer talent, the General Store is sure to be a high point for the company.
The General Store came to life based on the idea of having a one-stop shop where people could complete their holiday shopping at Roots.
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FLIGHT FOR A CAUSE Roots employee takes to the skies volunteering his services Howard Pollack, right, helps Jamie Rodda for Hope Air
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y day, Howard Pollack, Director of Purchasing and Facilities, coordinates the construction and renovation of Roots stores. In his spare time, he is a volunteer pilot for Hope Air, a charity that helps Canadians who require medical
treatment outside of their communities. For many of these people, Hope Air is the only way to get vital healthcare as there are no facilities in their area or the expense and time commitment to get to a major city are too high.
Approximately half of Hope Air patients are children and their escorts. Since its inception in 1986, Hope Air has arranged more than 50,000 flights in Canada for people in need. As a member of Hope Air’s Volunteer Pilot Program, Howard donates his time and skill to transport Canadians across the country for help. His first flight took place in midOctober, flying Jamie Rodda from Sault Ste. Marie, Ontario to Toronto for breast cancer testing at Sunnybrook Hospital. The trip, which would have taken eight hours by car, was reduced drastically thanks to Howard and Hope Air. It proved a success for both pilot and patient as the flight went well and Jamie received a clean bill of health from her doctor. While others might simply write a cheque or volunteer closer to the ground, Howard enjoys using his skills in the air for charity.
“Most people have been touched by cancer in some way in their life, myself included,” says Howard, 54. “It’s nice to feel your contribution is really doing something. If I can offer what I like doing to help people, I will do it.” Howard has been flying since the age of 23 and got his commercial pilot license in 2007. Besides flying for Hope Air, he also has put his license to use flying planes for skydivers and on Roots business trips. This past summer, he piloted a plane to Ottawa for Co-Founder Don Green who wanted to go to several stores in the capital. “I felt totally safe with Howard,” says Don. “He’s calm and an extremely competent pilot.” When the need arises to travel somewhere for Roots, Howard does not hesitate to fly there, such as the time he visited Roots stores in five cities in one day.
THE CLASS OF 2010 Roots and Cosmoda announce this year’s scholarship winners
Tina Hu
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Sapna Shah
or the 5 consecutive year, Roots and Cosmoda Corporation have provided scholarships to students in Canada. After reviewing submissions from more than 2,000 young men and women who entered the annual competition, Cosmoda and Roots selected five as the most deserving of support. The criteria included academic excellence, community involvement and volunteerism. Here are the 2010 winners (in alphabetical order). Tina Hu, 22, from Oshawa, ON, is pursuing a Master’s in science at the University of Toronto. As Chair of Alzheimth
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Trevor Shah
er’s Outreach, Tina created the Diversional Therapy Program for those affected by Alzheimer’s disease. The program promotes cognitive, physical and social stimulation for patients through student companionship. Sapna Shah, 18, from Markham, ON, is studying towards a Bachelor of Science at Queens University. Due to her work developing an alternative treatment for kidney failure, Shah was selected for this year’s Canada’s Top 20 Under 20, which recognizes particularly noteworthy young Canadians. Trevor Shah, 22, from Toronto, (no relation to Sapna
Tara Syed
Shah), attends Queen’s University for Commerce Studies. Trevor has reduced the energy consumption of vending machines on the Queen’s campus, decreasing their annual carbon emissions by 82 tons and eliminating 600 kg of waste otherwise destined for landfills. Tara Syed, 22, from Peterborough, ON, is studying at Trent University pursuing an Honours Bachelor of Science in Biology. Tara offers support to students with chronic illnesses through workshops that raise awareness and reduce the stigma associated with sickness, thereby helping improve their university
Jennifer Truan
experience. Jennifer Truan, 26, from Toronto, is a Bachelor’s and Master’s Degree graduate in Nutritional Sciences. Jennifer secured a spot in the Pharmacy program at the University of Toronto based on her research in breast cancer, and her two articles published in scholarly journals. All five winners continue to contribute to society and their respective communities while pursuing higher education. With the scholarships, Roots and Cosmoda hope these students will go further with their achievements. Issue 98
CELEBRATING A MILESTONE
Roots pays tribute to Camp Tamakwa on its 75th anniversary
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ocated in Ontario’s Algonquin Park, Camp Tamakwa has always had a special place in the history of Roots. In their youth, Co-Founders Michael Budman and Don Green spent many summers there, both as campers and staff. It was where they fell in love with Canada, ultimately leading to the creation of Roots. So when Tamakwa celebrated its 75th anniversary this fall, Roots decided to show its appreciation by creating a line of special merchandise to commemorate the milestone. Over the years, Roots creates a limited edition of Tamakwa memorabilia for the 75th anniversary Tamakwa has been the Chase, Spider-Man director ber, fans of Roots and Tamakwa summer home for countless Sam Raimi, US Senator Carl were able to purchase the special campers from Canada and the Levin, former CBC head collection online. As there’s United States. Besides Michael Patrick Watson and leading always been a strong contingent and Don, famous Tamakwa Canadian cardiologist Dr. of Tamakwa campers from alumni include former Saturday Bernie Goldman. Michigan and the camp’s Night Live comedians (the late) Throughout much of Octofounder, Lou Handler, was from Gilda Radner and Chevy
there, the merchandise was also available at the Birmingham store outside of Detroit. The Tamakwa line ranged from long sleeve thermals, T-shirts and hoodies that have the comfort and quality Roots fans expect. Four custom leather bags were also made: the Omer’s Tamakwa Back Pack, the Raider’s Tamakwa Bag, Lou’s Duffle and the Tamakwa Satchel. All are made of exclusive Tribe Leather and hand-rubbed for a distinct vintage look that will not crack or fade. The number 75 and Tamakwa’s beaver logo are emblazoned on every piece in the line. Over the past 20 years, Roots has often designed customized merchandise for Tamakwa, comprised mostly of sweats and T-shirts.
A MEETING OF THE MINDS
Roots - Douglas Coupland partnership continues with presentations at Ryerson University and U of T
Douglas Coupland visits Roots head office to give talk to employees
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uilding on its successful collaboration this past summer with Douglas Coupland, Roots is exploring new projects with the internationally acclaimed Canadian writer and artist. The original partnership, which involved a clothing line called “Canada Goes Electric,” was well received by the public Issue 98
and media when it debuted last June. So much so, that another line, possibly in furniture or clothing, is now being considered. “There may be a collaboration in the future,” says Chris Nanos, a film producer and associate of Coupland, who played a central role in the project with Roots. “The feeling
is not to repeat what we’ve already done but to continue pursuing something new and innovative.” Reflecting the tremendous public interest the collaboration generated, Canadian universities sought to share with students how a business can join forces with an artist to create something that would be both highly creative and marketable. In early November, Douglas and Roots CoFounders Don Green and Michael Budman were invited to speak as the main lecture at Ryerson University’s Michael Belcourt Lecture Series. It was part of Ryerson’s Retail Week, designed for retail management students to learn more about the industry from business professionals. The discussion focused on the Roots Coupland collaboration and the current state of Canada’s fashion industry. The history and success of Roots was highlighted in the
discussion as well as in a fixture designed by Pauline Landriault, Roots Director of Planning and Development, where Roots products were sold outside the auditorium in the Ted Rogers School of Management building. In September, Douglas, Don and Michael also took part in a similar event at the University of Toronto’s Rotman School of Management. The presentation was a part of Rotman’s ongoing Design Thinking Experts Series and focused on how creativity in business can result in innovation. The 45-minute discussion was moderated by Rotman’s Dean, Roger Martin, followed by questions from the audience, comprised largely of business students. As part of Coupland’s Toronto visit, he also made an appearance at the Roots head office where he gave a speech to employees, answered questions and signed copies of his books for his many fans in the company. The Source • 7
FINE PRINT
A selection of coverage of Roots in the media
ALL ABOARD Roots takes to the high seas by participating in the Tall Ships On the Quay
Here are some recent sightings of Roots in the pages of newspapers and magazines:
• Flare.com: Nov 3. Blog covers the launch of Roots General Store at the Bloor St. store. • Where magazine: Nov. Features Over-the-Knee Shearling Boots, Mini Saddle Bag with turn lock in tan, coin purses in red and yellow, Higher Ground Watch, maple syrup and saddle soap. • Dramarama.ca: Ice skaters Scott Moir and Tessa Virtue help launch the Roots General Storethemed merchandise for the holidays. • Lou Lou: Nov. Features the School Bag in tribe and the Sloppy Grey and Black Toque. • City TV: Flare magazine’s Fashion Director, Liz Cabral, hosts a fall trends segment featuring the Cable Knit Poncho Sweater. • Canadian Living: Nov. Features Accordion Leather Bag in vegetable tan. • Chatelaine: Nov. Features Shearling Jacket, Mini Satchel, Stainless Steel Watch and Studded Saddle Bag. • Sweetspot.ca, Oct. 19. Spotlight on the Western Shearling Boot. • Now (Toronto), Oct. 14. Women’s Brogue in Vintage Tribe Leather Boot featured in fashion coverage. • Chatelaine, Nov. issue. The Mini Satchel in black is highlighted. • TheSoulsofMyShoes.com, Oct. 8. Spotlight on the history of Roots shoes. • FinalFashion.ca, Oct. 4. Blogger talks about the Roots Modern Satchel. • Flare, Oct. Raiders Satchel in khaki featured. • Lou Lou, Oct. Spotlight on the Over-the-Knee boots in Tribe, the Marlowe sweater, cabin socks and the Raider Satchel in khaki. • Canadian Living, Oct. Over-theKnee Shearling Boots, leather gloves, and French Tote in red are included in a spread. • Toronto Life, Oct. Roots’ iPad sleeves are featured in “The Thing” spread. • National Post, Sept. 25. Spotlight on the men’s Tuffer boots in “They Make it Here” article • RealLifeRunway.com, Sept. 24. Fleece capelet included in “The Great Cover-Up” post • Toronto Star, Sept. 2. Spotlight on Chipp Kidd Leather Satchel. • Where Toronto, Sept. Roots is included in the TIFF “Styles for the Red Carpet” feature. The Olivia Satchel in purple is also highlighted. • Shops.ca, Sept. Alex Backpack included in Women’s Back-toSchool Shopping Guide and Milano Bag included in Men’s Back-to-School Shopping Guide.
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Pride of Baltimore docks at Montréal’s Old Port
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he B2B department continues to put Roots in the public eye in creative ways. In September, it participated in the inaugural Tall Ships on the Quay in Montreal. Visitors to the city’s Old Port had the opportunity to board five impressive vessels, including The Bounty, which appeared in the Johnny Depp blockbuster, Pirates of the Caribbean: Dead Man’s Chest. For its part, Roots produced
Pride of Baltimore II
200 Tribe leather-bound sketchbooks, made to look like vintage nautical journals, which were presented to Tall Ship VIPs as gifts. As well, 1,000 organic cotton baseball caps were produced and sold to the public. The project came about thanks to the longstanding Roots relationship with the Canadian Wildlife Fund, a partner of the event. Over the past year, Account Manager Anne Marie
Hargreaves has been working with the CWF on various projects including their online retail store. With entertainment including fireworks, circus performers and live music, the three-day event proved a fun-filled time for all seafarers. More than 150,000 people attended the Tall Ships on the Quay this year, starting what organizers hope will be a new annual tradition in Montreal.
PARLEZ-VOUS SOCIAL MEDIA? Roots broadens its connections with an increasingly vital community
Tanja Zelko, second from the left, takes part in panel discussion at FGI event
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ith the advent of blogs and other social media sites, businesses are increasingly reaching out to the public through social media. As part of its continuing involvement in social media, Roots took part in two fall events. For the 2010 BlissDom Conference in Toronto, the first such social media initiative in Canada for women by women, Roots was an official sponsor. In late October, more than 500 people gathered to discuss how, why and in what ways women use the Internet. Topics included building your own blog; brand,
marketing and social media; and integrating social media tools. “We sponsored the BlissDom Conference to help us better understand the blogging community in Canada and to connect with more bloggers,” says James Connell, Senior Director of ECommerce and New Media. “We’ve seen tremendous success in the past communicating to this audience and know how influential bloggers can be both shaping public perception as well as being a resource for mainstream media.” In addition, Roots hosted a shopping party for guests at the
flagship store in Toronto, with the hope that many bloggers would share their Roots experience online with their readers. A few weeks earlier, Tanja Zelko, Manager of Online Marketing and Customer Experience, participated as a panelist in a social media forum hosted by the Toronto chapter of Fashion Group International, an authority on the style industry. It was the first conference of its kind for the Toronto group. The forum explored how businesses could successfully leverage social media. Speakers included top marketing and social media players from the retail, beauty and design industries such as Alicia Cox, Website Producer at CanWest Digital Media, and Dara Fleischer, the Director of Public Relations and Promotions for BeyondtheRack.com. FGI followers on Facebook and Twitter were encouraged to participate in the discussion by “tweeting” their comments and questions in real time, which were shown on a screen behind the panelists. Issue 98
PRIME TIME ON THE INTERNATIONAL STAGE Asian media outlets focus on Roots
World Traveller China Media at the Robson St. store
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hen the foreign media come to town, Roots is often on their itinerary. As a quintessential Canadian brand, Roots is a popular choice for international journalists seeking to show style indigenous to this country. In October, members of the Sanlih News Channel came to the Roots head office in Toronto to interview Co-Founders
Sanlih News Channel up close with co-founders
Michael Budman and Don Green. The segment will appear on the channel’s The Borderless World, a one-hour program that highlights a different country each week. During their stay, the team also filmed the Roots leather factory, the Bloor Street and Rosedale stores as well as the Roots Yoga Studio. The crew reported on places in Vancouver
Wei Kuo-Hsu and Paul Wen from Sanlih News
and Montreal in their “Best of Canada” feature. A few weeks earlier, Chinese media came to British Columbia, especially to showcase tourist hotspots in Vancouver. While they were there, World Traveller China Media filmed a segment at the Roots store on Robson Street, highlighting various leather products. With an audience of 13
ASIA CALLING
STAYING POWER
The latest Roots news from afar
Left: “Wrapped” buses circulate in Taipei. Right: Staff at Chengdu store show their Roots
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ourteen years after its arrival in Taiwan, Roots is more in demand than ever. The growing popularity of the brand there has led to its expansion in China, with new stores in Shanghai and Chengdu, joining 39 others in Asia. Built with ecofriendly materials where possible, the just-opened stores reflect the company’s recent initiative to re-launch its leather business in Asia. Newly introduced walls for displaying leather bags in stores do more justice to the quality of the products and make for a better shopping experience for customers. Issue 98
million viewers, World Traveller is one of the most popular channels in Taiwan. Their print magazine, also called World Traveller, boasts a readership of more than 400,000. This recent spate of media coverage of Roots will be of particular interest to its growing number of its customers in Asia, where there are now close to 40 stores.
To oversee the latest Roots developments in Asia, Melinda McDonald, VP of Wholesale and Business Development, and Liz Doggett, Director of Wholesale Operations, spent 10 days there in October. To promote leather bags, Roots took to the streets of Taiwan in a novel marketing initiative, using commuter buses wrapped in high-resolution images of leather. This creative campaign in Taipei caught the attention of thousands of commuters daily, with 50 “wrapped” buses traveling on two of the city’s main streets over a two-
week period. Meanwhile, the editor of the Taiwanese edition of Elle held a VIP product launch party for Roots, showcasing fall merchandise in a fashion show. The party included a ‘Buddy the Beaver’ mascot, and Roots-themed photo-booths. In another promotional initiative, two well-known local media personalities acted as store managers at the Roots boutique in the Xamen district of Taipei. Entitled ‘Manager for a Day,’ the twin brother TV hosts helped attract many journalists and customers to the store.
Saluting those who go the distance Maria Manuela De Freitas, Leather Floor, 20 years Ginette Fillion, Regional Director, 20 years Basmati Prashad, Leather Stitcher, 15 years Mei Liang Zheng, Leather Stitcher, 15 years Shaherezade Noorhassan, AP Associate, 10 years Michelle Resendes, Assistant Manager, 10 years Vida Azarakhsh, Keyholder, 5 years Jennifer Boyd, Sales Associate, 5 years Rajnita Jagpal, Sales Associate, 5 years Jina Kwak, Sales Associate, 5 years Marie-Michele Labrosse, Keyholder, 5 years Lisa Moorhouse, Store Manager, 5 years Sandy Mouselo, Planning Manager, 5 years Lisa Ngo, Sales Associate, 5 years Melissa Sardinha, Sales Associate, 5 years The Source • 9
IN FOCUS AT TIFF 2010 Roots continues long-standing relationship with Toronto film festival comedian Zach Galifianakis ordered Roots Desert Boots in Tribe. Abigail Breslin, star of Janie Jones, dropped in a couple of times and particularly appreciated her Village Bag in khaki and the Abby Purse. Actors Bill Murray and Kelly Lynch stopped by along with director Mitch Glazer.
FOUR SEASONS REGENCY BALLROOM
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s one of the founding co-sponsors of the Toronto International Film Festival in 1976 and a supporter ever since, Roots has been a fixture at the festival from its inception. Over the years, both have evolved considerably, attracting greater international stature for themselves and Toronto. This year, TIFF marked its 35th year with a bang in the form of the highly anticipated TIFF Bell Lightbox, the festival’s new permanent home. Roots played a role in its creation by becoming a founding donor. In early September, as always, Roots took part in the festival fun by hosting and attending various events. Here’s an overview of how Roots made its presence felt at the 2010 TIFF.
THE TIFF BELL LIGHTBOX Actors ranging from Helen Mirren, Sam Rockwell, Zach Galifianakis, Paul Giamatti and Juliette Lewis all stopped by the green room at the new Bell Lightbox. Before they presented their respective films to the viewing public, each received a Roots leather tote as a gift bag. Other guests who came for the fun included director Paul Haggis, actor Jason Priestley and CBC host George Stroumboulopoulos. Roots decorated the green room and the Roots Studio Apartment with pieces from the
Actress Hilary Swank with Roots CoFounder Michael Budman
(From l-r) Film director Mitch Glazer, Onex President Gerry Schwartz and Michael
Roots Home collection. Roots Home was active during the festival, also decorating green rooms at Roy Thompson Hall, Stroumboulopoulos’ Made in Canada lounge and the “In Conversation” stages.
ROOTS 100 BLOOR As always, the flagship store at 100 Bloor St. West was a popular destination for the film world. Academy Award-winning actress Hilary Swank, a regular visitor to Roots, came to the store on two occasions and ordered a pair of Riding Boots and Russian Vamp boots. Actor/
(From l-r) Actress Kelly Lynch with her husband Mitch Glazer, Mad Men actor Jon Hamm, friend and Chef Kerry Simon
10 • The Source
As a sign of its longtime support of environmentalist David Suzuki, Roots was a premiere sponsor of a special fundraising gala dinner and auction to celebrate the 20th anniversary of the David Suzuki Foundation. Host of the evening was comedian Russell Peters. As a prize, Roots Co-Founder Michael Budman donated use of his personal skating rink, which generated $10,000 for the Foundation.
Comedian Russell Peters at the Four Seasons Regency Ballroom
(From l-r) Celebrity chef Kerry Simon, actress Megan Fox and Toronto chef Rob Gentile
The Budman family at the George Christy Luncheon. From (l-r) Matthew, Michael, Alex and Diane Bald
Issue 98
NEW & NOTEWORTHY A guide to just-launched Roots products
Penelope Duffle Coat, Black, $228
Rebecca Plaid Tunic Shirt, Vintage White, $68
Over the Knee Boot Shearling, Africa, $328
Frontenac Cardigan, Charcoal, $98
French Tote Shearling, Africa, $188
Sheepskin Motorcycle Jacket, Africa, $698
Isabella Bag in Super 88 Leather, Chestnut, $148 Small Collegiate Satchel - Shearling, $238
Issue 98
Wolf Intarsia Sweater, Soapstone, $128
Olivia Satchel in Prince Leather, Merlot, $248
The Source • 11
NEW & NOTEWORTHY A guide to just-launched Roots products
Nordiques Full Zip Cardigan, Multi, $198
Hudson Flannel Shirt, Vintage Red, $58
Raider’s Satchel in Tribe Leather, Africa, $298
Canada Bonded Full Zip Hoody, Medium Grey Mix, $98
12 • The Source
Kingston Fairisle Sweater, Charcoal, $80
Canada Crew Neck Fleece, Maple, $60
Small Banff Bag – Ponte Egola, Tan, $398
Cassidy Jacket – Deer, Black, $498
Mid Shearling Boot, Africa, $308
Issue 98
NEW & NOTEWORTHY A guide to just-launched Roots products
Men’s James Leather Glove, Black, $68
Women’s Shearling Mitt, Brown, $98
Men’s Doug Flip Mitt, Salt & Pepper, $32
Men’s Woodsman Bomber, New Cranberry, $46
Women’s Shearling Earflap, Brown, $128
Men’s Rev Cable Stripe Sloppy Toque, Charcoal, $24
Men’s Burrard Plaid Scarf, Black, $34
Men’s Stewart Plaid Scarf, Red, $34
Women’s Kilbarry Plaid Square Scarf, Camel, $58
Women’s Chelsea Plaid Scarf, Pink, $34
Women’s Signet Fairisle Earmuff, Soapstone Mix, $34
Women’s Signet Slipper, Grey Mix, $24
Women’s Signet Mocc Sock, Grey Mix, $34
Men’s Higher Ground Watch, black, $75
Issue 98
The Source • 13
GREEN TIP #62 Easy ways to help the environment
GET CREATIVE, GET GREEN: It happens to many people as the holiday season draws to a close – the Christmas tree is losing its luster after sitting in your living room for the past month and it’s time to put it out of its misery. Instead of letting your tree rot in a landfill or dumping it illegally, get creative and recycle it. Take the trunk and branches of your tree and turn them into mulch, a vegetative cover that you put over the soil to help protect your garden. The mulch will shield the roots of your plants while preventing weeds from growing. When the mulch decomposes, it will provide nutrients that will keep your plants thriving in the spring. Fill your home with some homemade potpourri by saving the needles of your Christmas tree. Crumble the needles into pots and add cinnamon sticks, cloves and Christmas scents like mint. Add a cup of water and heat it on your stove. You may also bag the needles and place them in your dresser to keep your clothes smelling fresh. If you do decide to throw away your Christmas tree, do it responsibly by using a free tree pick up program. Many cities have tree collection schedules you can find by going online. Before you call, just remember to remove any tinsel, decorations or wires that can’t be recycled. Enjoy this holiday season in an environmentally friendly way. • Source: christmastrees.on.ca
GUESS WHO JUST DROPPED IN Taking attendance of special guests in the world of Roots
Nikki Blonsky
C
elebrities have long made a point of shopping at and developing friendly ties with Roots. Here are the latest sightings of prominent figures from the world of entertainment and sports who recently visited Roots stores or were seen wearing Roots. • Bloor Street, Toronto Hilary Swank, (as seen on p.10) American actress best known for her role in Million Dollar Baby, visited the store to special order the Roots Riding Boot and Russian Vamp Boot. The actress also purchased a couple of hoodies then chatted with Roots Co-Founder, Michael Budman and posed for a few photos. She was in Toronto to promote her new film, Conviction, at the recent Toronto International Film Festival (TIFF). • Roots Central - Nikki Blonsky, American actress, singer and star of the film, Hairspray, purchased the
Andy McCurbin with Abigail Breslin
Village Bag in black, a Roots watch, a Canada Hoodie, a Canada Backpack, the Tatlow Full Zip Hoodie and two scarves. She happily posed for a photo with all of her new Roots gear. • Bloor St. - Abigail Breslin, American teen actress who starred in Little Miss Sunshine and My Sister’s Keeper, stopped by the store and purchased the Village Bag in Khaki Green, some fall clothing and hoodies. Roots presented Abigail with the Disco Pouch in grey and she then posed for a photo with Roots leather expert Andy McCurbin before leaving. • Bloor St. - Zach Galifianakis, actor and comedian who starred in The Hangover; Bill Murray, actor/ comedian; and Helen Mirren, English actress and Academy Award winner, all dropped by the store to say hello during TIFF.
Zach Galifianakis Bill Murray
Helen Mirren
GREAT MOMENTS IN RETAIL Spotlighting the top performing Roots stores in recent months based on their sales results
B
Niagara Outlet Store: L to R: Ryan Cassolato, Laura Andrews, Chris Bonin, Samantha Pilipczuk, Amanda Winters, Paul Tamblyn, Carol Aiello and Josh Jenkins
14 • The Source
efore this issue of The Source went to press, we received the final sales figures for retail stores in recent months which showed a clean sweep for Ontario. In October, the top company store was the Pen Centre location in St. Catharines, Ontario, while in September; the top store was Maple View Centre in Burlington, Ontario. As for the Roots 73/Outlet category, the Heartland Town Centre outlet in Mississauga, Ontario came in first in October while the Niagara Outlet in Niagara Falls, Ontario finished in top spot in September. Congratulations to Casey Smith, Manager of the Pen Centre store; Emily Trim, Manager of the Maple View Centre store; Rachel Ross, Manager of the Heartland Town Centre outlet store; Samantha Pilipczuk, Manager of the Niagara Falls Outlet, and to their respective teams for their exemplary performances. Congratulations to all of the other stores that surpassed their sales goals in October and September. Issue 98
DÉJÀ VU Straight from the archives: A vintage Roots moment
HEALTH TIP #59
Easy ways to stay healthy
AKING WAVES: In the summer of 1987, Roots Co-Founder Michael Budman, (right), joined legendary Canadian canoeist and outdoorsman Omer Stringer to give a canoeing exhibition at Toronto’s Harbourfront to promote the activity. Decades earlier, Omer had taught Michael how to canoe at Camp Tamakwa in Ontario’s Algonquin Park. Michael learned so well that he himself would later become a canoeing director at Tamakwa. In the early 1980s, Omer was involved in helping start Beaver Canoe in Toronto with Michael and Roots CoFounder Don Green.
M
LOOKING GOOD
Roots website introduces changes for the holiday season
F
rom its storefronts to its web pages, Roots is oozing with innovation this holiday season. In mid-November, the ecommerce department unveiled several changes to the company’s website designed to make the online shopping experience easier and more convenient for customers. The timing couldn’t be better. Holiday shopping can be stressful but now less so for people shopping on roots.com thanks to its increased functionality and efficiency. On the visual side, there’s a fresh, dynamic look to the merchandise. Products are centre stage with images shot differently, now 30% larger in size. Some text was hidden or minimized to emphasize the images and to encourage users to search for product information. Issue 98
“Our website has merged with the larger computer system that holds product information,” says Victoria Lee, E-commerce Operations Manager. “Whenever this information is updated in stores, it will automatically be reflected on the website, meaning we avoid repetition and have more accurate information for customers.”
Roots will tailor the online shopping experience of customers by recommending items based on their viewing and buying history. Registered customers who add items to their shopping cart but don’t buy anything will receive an email reminder the next day. Most importantly, the website is now faster than before. Shopping online is an increasingly popular pastime, and certainly reflected in the sales at roots.com. According to Statistics Canada, Canadians spent $15 billion on Internet purchases in 2009. This latest overhaul to the Roots website will further contribute to its growing success as the holiday period kicks in. Fans can expect to see more website improvements in the New Year.
MORE SPIRIT, LESS WEIGHT: With the holidays fast approaching, parties will soon be upon us, testing even the most consummate health enthusiast. Studies have shown that people often gain weight during the holiday season that they don’t take off later. This year, you can avoid putting on extra weight by being a conscious eater. If you were planning on skipping meals in order to binge at an evening bash, think again. Instead of curbing your seasonal weight gain, you’ll end up eating more than if you had eaten smaller meals throughout the day. Better to eat a highfibre snack such as salad, fruit, oatmeal or veggies. This will satisfy your initial hunger and keep you from overeating. Choose to eat off of a smaller plate or napkin to keep your portion sizes more modest and to trick your brain into thinking you’re eating more than you really are. A big part of a social gathering is, of course, the food and drinks but too often they are high in calories and will leave you feeling bloated. Limit yourself to one or two holiday treats or share one with a friend. Instead of a couple of beers, choose a dry red wine or vodka with soda, which will be more generous to your waistline. Most importantly, pace yourself. Take small bites and chew your food slowly to help keep your stomach and brain in sync. It takes 20 minutes for your stomach to tell your brain that you’re full. Pacing yourself will help you avoid going for seconds. With all of this in mind, if you end up gaining more than you should this season, don’t stress. Ring in 2011 with a New Year’s resolution and stick to it! Source:CanadianLiving.com
WRITE ON!
The Source wants to hear from you If you have any ideas for future articles in The Source, please contact us. Even better, if you would like to write for The Source, let us know. We welcome your involvement and look forward to hearing from you. Write to us at thesource@roots.com
The Source • 15
MOMENTS THAT MATTER Big developments in the lives of Roots staff
Lisa Gao, Payroll and Benefits Coordinator, (currently on maternity leave), and husband Kevin, welcomed new baby boy, Dylan Gao on August 12, 2010. Hearty congratulations to Lisa and Kevin for this great moment in their lives.
STARTING LINEUP
Introducing the people who make it happen at Roots stores As part of our continuing series of team pictures from the Roots retail family, this issue of The Source is spotlighting the Princess Street store in Kingston, Ontario. From left to right: Lindsay Gailer, Candace Farrelly, Lauren Fisher, Lance Lakins, Heather Cosentino, Jolisa Masucol and Stephanie Tran. Missing in photo: Jane Williamson and Brandi Rees.
SPEAK TO MY AGENT
The littlest customers show their Roots
W
e often receive unsolicited photos from people eager to show us pictures of their children, cousins, grandchildren, or even pets, wearing Roots. Sometimes the senders ask if we could use the photos in a future advertising campaign for Roots. We can’t promise that, but we are happy to publish them in The Source.
Virginia Alves Tavares, Store Manager at the Pickering Town Centre Roots store, (currently on maternity leave), welcomed new baby girl, Angelina-Sofia Alves Tavares on July 20th, 2010. Hearty congratulations to Virginia for this great moment in her life.
Chelsea Wong, 3 years, Thornhill, ON
Everyone is welcome to submit their favourite shots to be considered for publication. Please send your pictures to photogallery@roots.com. Be sure to include the name and age of each child or pet in the photo, where it was taken, place of residence and a sentence stating that you agree for the photos to be used in The Source.
Nicholas Theodosopoulos, 14 months, London, ON
THE READERS ARE WAITING!
They love good news... and we love publishing it. Please send us details of recent births, marriages and other positive developments in the lives of Roots people and we’ll be glad to feature it in The Source. Send all info to thesource@roots.com 16 • The Source
Issue 98
MUSICAL ROOTS
This month, we spotlight Canadian singer and multiple Grammy Award winner Michael Bublé
H
is grandfather’s record collection started it all. Ella Fitzgerald, Keely Smith, Sarah Vaughan and Rosemary Clooney, with a generous helping of Stevie Wonder, Elvis Presley, Bobby Darin, Vaughan Monroe and Frank Sinatra thrown in.
Up against the wall with Mr. Bublé
“My grandfather was really my best friend growing up,” says Michael Bublé, 35. “He was the one who opened me up to a whole world of music that seemed to have been passed over by my generation. Although I like rock & roll and modern music, the first time my granddad played me the Mills Brothers, something magical happened. The lyrics were so romantic, so real, the way a song should be for me. It was like seeing my future flash before me. I wanted to be a singer and I knew that this was the music that I wanted to sing.”
His grandfather proved instrumental in moving Bublé toward a career in music. “He asked me, as a favor to him, to learn the songs that he loved so much,” adds Bublé, who was born in Burnaby, BC to parents of Italian descent in 1975. “He was a skilled plumber and he offered to do free work for musicians in exchange for letting me perform a few numbers with them on stage.” A star was being born, even as leaky faucets all over Vancouver were being repaired. Bublé went on to win several local talent contests including the Canadian Youth Talent Search in 1993. A year later, he recorded a self-financed independent album. Michael’s grandfather continued offering his professional plumbing services in exchange for career opportunities for his grandson. But Bublé’s real break came during a performance at a party for Michael McSweeney, a former advisor to Canadian Prime Minister Brian Mulroney. McSweeney was so impressed with Bublé’s performance that he began circulating his independent album, which soon fell into the hands of Mulroney and his wife. In 2000, the couple invited Bublé to sing at their daughter’s wedding. At the event, Bublé wowed the bride and her guests with a rendition of Kurt Weill’s “Mack The Knife.” During the celebrations, he was introduced to wedding guest and Grammy
ROOTS RADIO RECOMMENDS
A list of the top CDs worth noting this month 1. All I Have Is Love: Anthology 1968 - 1995 – Gregory Isaacs 2. Crazy Love – Michael Bublé 3. The Platinum Collection – Solomon Burke 4. Wake Up! – John Legend and The Roots 5. The 50th Anniversary Collection – James Brown
Award-winning producer David Foster, who had worked with Michael Jackson, Whitney Houston and Celine Dion. The following year, Foster signed Bublé and the two began work on his first major-label release. “The last thing we wanted to do was a tribute album or a lounge act,” says Bublé. “We wanted to treat this music with the love and respect it deserves, but the important thing was to capture a spirit and energy that wasn’t confined to any particular musical era.” As a boy growing up in BC, Bublé was a passionate hockey player and a fan of the Vancouver Canucks. He even dreamed of becoming an NHL player. He has said that had he been a good enough hockey player, it’s unlikely he would have become a singer. Fortunately, for his many
CHEF’S CORNER Roots-friendly recipes for a healthy diet and to bring pleasure to your palate F or this month’s Chef’s Corner, we present the recipe for making Butternut Squash Pizza with Rosemary.
2 tablespoons grated Asiago or Parmesan cheese
INGREDIENTS
1. Preheat oven to 400 degrees F. Place sliced onion and squash in a roasting pan. Sprinkle with rosemary, salt, pepper, and add 2 tablespoons of olive oil; toss to coat. 2. Bake in the preheated oven for 20 minutes, or until onions are lightly browned and squash is tender; set aside. 3. Increase oven temperature to 450 degrees F. On a floured
1 cup thinly sliced onion ½ butternut squash – peeled, seeded, and thinly sliced 1 teaspoon chopped fresh rosemary salt and pepper to taste 3 tablespoons olive oil, divided 1 (16 ounce) package refrigerated pizza crust dough 1 tablespoon cornmeal Issue 98
DIRECTIONS
fans around the world, music won out over hockey. In his young career, he has already won several awards, including many Grammy and Juno awards. His first album with Foster, the selftitled Michael Bublé reached the top 10 in Canada and the UK in 2003. Bublé would soon find worldwide success in 2005 with his album It’s Time and two years later, even greater success with Call Me Irresponsible, reaching No. 1 in numerous countries. His fourth studio album, Crazy Love, came out in October 2009, debuting in top spot on the Billboard Top 200 chart and was his fourth No. 1 album on Billboard’s Top Jazz Album charts. In total, Bublé has sold more than 25 million albums worldwide. - Davin Bujalski • Listen to Roots Radio to hear Michael Bublé’s music, including his latest release Crazy Love and also visit his website, www.michaelbuble.com.
surface, roll each ball of dough onto an 8 inch round. Place the rounds on a baking sheet sprinkled with cornmeal (you may need 2 baking sheets depending on their size). Distribute squash mixture over the two rounds and continue baking for 10 minutes, checking occasionally, or until the crust is firm. Sprinkle with cheese and remaining tablespoon olive oil. Cut into quarters, and serve. Prep time: 20 min Cook time: 30 min Servings: 4 Source: www.allrecipes.com The Source • 17
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Issue 98