In an era where Canadian mid-market fashion retailers face mounting pressures, industry veteran Evelyn Reynolds advocates for a fundamental shift in how the sector approaches luxury, customer experience, and innovation.
Reynolds, who brings over three decades of retail leadership experience including Holt Renfrew and Hudson’s Bay, sees opportunity amid the challenges.
“Definitions need reimagining,” says Reynolds, Founding Partner and President of Retail Resource Partners Inc. in an exclusive interview with 6ix Retail. “For example, Luxury – for the mass market client, mid-market brands can be aspirational – and that in itself is luxury.”
This perspective comes at a crucial time for Canadian retail, as the sector grapples with changing consumer behaviours, digital transformation, and economic headwinds forecast for 2025. Recent market shifts have seen the closure of multiple established brands and a continuing evolution of traditional retail models.
Redefining the Physical Store Experience
Reynolds likes to challenge the notion of retail’s decline, instead pointing to an evolution in its role. “Physical retail isn’t going anywhere, but it’s transforming into something more experiential and curated,” she explains. The key, according to Reynolds, lies in harmonizing digital and physical channels while maintaining human connection.
This human element proves particularly vital for independent retailers, who Reynolds sees as increasingly important in the current landscape. “Owner-operators can build relationships beyond single transactions,” she notes, adding that this personal touch builds an important trust factor that becomes a crucial differentiator in an increasingly automated and homogenized marketplace.
The Innovation Imperative
Despite market pressures, Reynolds identifies a critical need for calculated risk-taking. “The sector’s stress has led to reluctance to innovate,” she observes. “But retail isn’t for the faint of heart – success requires responsible risk-taking, testing new products, processes or even services, to spur continued growth.”
This evolution extends to how retailers segment their market. Reynolds supports moving away from traditional age-based demographics toward psychographic approaches focused on attitude, behaviours and lifestyle. This shift comes as customers increasingly prioritize experiences over traditional retail therapy.
Digital Integration and Customer Experience
The digital transformation of retail presents both challenges and opportunities. Reynolds emphasizes the importance of seamless omnichannel experiences but warns against over-reliance on technology. “Customers want human interaction, not bots,” she states, sharing how a recent negative online experience was transformed through direct human intervention.
Community and Connection
Looking ahead, Reynolds identifies community engagement as a crucial factor for retail success. She points to successful examples where stores have become community hubs, hosting events and creating deeper customer relationships. “Customers become clients, and clients become friends,” she quotes from the late industry leader Jack Mitchell, owner of Mitchells, in his book Hug Your Customer.
Market Outlook
While acknowledging the challenges ahead in 2025, Reynolds maintains an optimistic outlook. She emphasizes the need for balanced inventory management, customer engagement, and strategic innovation. “Analytics and data should inform decisions, but not make them,” she advises, stressing the importance of maintaining personal connections in an increasingly digital world.
For mid-market fashion retail to thrive, Reynolds advocates a blend of traditional retail principles with modern innovations. “Our history informs our future,” she concludes, suggesting that success lies in creating better connections between stores and customers while maintaining a careful balance between core needs and impulsive wants.
Dustin Fuhs is the Editor-in-Chief of 6ix Retail. He is the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication. He has over 20 years of experience in the retail, marketing, entertainment and hospitality industries, including with The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Dustin was named as a RETHINK Retail Top Retail Expert in 2024 and 2025.