Smart Set’s New Look

September 13, 2008
Posted by JAE

Think you know Smart Set? Think again.

Smart Set - The New and Improved Store Concept

The Toronto Styles crew was lucky enough to be invited to the pre-launch party of the new Smart Set store concept at Scarborough Town Center - thank you Katherine, Carmie and Smart Set once again for including us. We were running around looking for the blue and white logo that we had once associated Smart Set with and little did we know that we would end up in front of a trendy purple store. “That’s Smart Set?!” Yes, yes it is and what a great change.

At Smart Set, it’s all about you. They took every little detail into consideration to make it a memorable shopping experience for you because seriously, you deserve it. And it’s about time a store thought about us and our needs. As Smart Set says, “Change is inevitable, and this young woman not only thrives on change, but also wants to do everything on her own. To cater to her, Smart Set has completely rethought the way it approaches her, from the store layout to the design and merchandising of its offerings that reach up to size 15.”

We first checked out the change rooms and they are absolutely fabulous. Whenever I go into a change room, I have to put my things on the floor because there are simply not enough hooks and handles. Smart Set took it to another level and designed a wall with cubby space specifically for our accessories – purse, sunglasses, tea/coffee, cell phone and music players. What other change room do you know offers this brilliant idea?

We browsed around the store and the entire atmosphere was different. The new store concept changed our perception of the clothes that were offered. We initially thought Smart Set had designed new clothes, but in fact, they offer the same collections as they always did – casual and business attire. The only thing that has changed is the store itself and it really flatters the clothes. Best of all, prices are still the same – cheap.

Two of our guys from Toronto Styles came along and even they were impressed. Chase caught on to the idea of texture and warmth that the store offers (something that us girls did not notice at all). There are plenty of pot lights and mirrors to give you that “celebrity” feeling and best of all… you don’t have to fight for mirrors. SteakSauce says, “Smart Set has gone off on its own and found its true identity, having gotten rid of the conservative and mundane designs that they previously had.”

To cater to a wider female audience, Smart Set and Parasuco teamed up to produce a collection of seven jeans that are available for $65 - $75. Smart Set by parasucojeans was a great move as denim will always be apart of the female’s closet. We told DenimDEE, who unfortunately missed the pre-launch party, about the jeans collaboration and she loved the idea. You’ll see DenimDEE rocking a pair of Smart Set by parasucojeans around the streets very soon. Also, Smart Set recently launched a new active wear line called MÜV; taking the woman from work to the gym. The line is offered at prices between $30 - $35.

So what’s next for Smart Set? In 2009 they will be launching e-commerce on their web site and I know we all love to browse and shop online! You will definitely see Smart Set’s clothing included in our Celebrity Outfits for Less entries.

Smart Set’s goal was to “move the brand away from the white box retail environment popularized in the Nineties to a more dynamic and energetic atmosphere.” Here at Toronto Styles, we all agree that Smart Set conquered their goal and did an outstanding job with their new concept, marketing strategies and design. The ladies at Toronto Styles will most definitely shop at Smart Set for our business attire, jeans and active wear (and no we are not just saying that, we really mean it!). Trust us, this one is a good one.