Clothing retailer Roots to present at 14th annual Award
01 Jan '06
4 min read
“At Roots, we see good communication as contributing to and resulting from teamwork. It's having something to say, and saying it in a way that's consistent and true to the culture, values and heritage of our company. Communication is the voice and human side of Roots.
“For all the diverse activities of Roots in different areas, at the end of the day we are in the fashion business,” said Don. “We learned long ago that to succeed in the fashion business, you need a lot more than simply good style. We realized early on that you need a good message, a good story, one that can evolve in tune with the times.
“You need to have something to communicate if you wish to succeed. And it can't be simply product driven. You need a narrative grounded in reality. A lively, colourful, engaging story that connects with your audience. You need to stand for something. You need to have something aspirational and inspirational about your brand that people can relate to.” In their speech, Michael and Don described episodes from different periods of Roots to illustrate their approach to communicating with the public and their team. They also cited various individuals who have had a major influence on them throughout the evolution of Roots.
At the conclusion of their speech, Michael and Don received a standing ovation from the crowd, which included NHL hockey legend Ted Lindsay, Canadian Olympic Gold Medalist Adam van Koeverden, Toronto Film Festival CEO Piers Handling, world-renowned communicator Bruce Mau, CITY-TV founder Moses Znaimer, and musical video director Little X.
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