Canadian fashion retailer celebrates 40 years of style

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Canadian retail company Bellissima fashion started by entrepreneur Viviana Shaneman in Calgary in 1981.

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Forty years later, the company has evolved to include a new line of curated designers from Italian, British, Swedish and other European influences alongside Canadian fashion brands.

In celebration of its historic anniversary, the company has launched Fashion Connects Partnership Series , which includes an educational partnership with the College of Visual Arts and Design (VCAD), as well as a design partnership.

The Fashion Connects Education Partnership fulfills our mission to create connections through fashion, said Shaneman in a news release. We believe that there is incredible talent in Canadian fashion, and we all need to do our part to inspire, grow and lead.

We met with Kacy Chow, vice president of Marketing, Sales and Business at the company, to learn more:

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Q: How has the company changed since its inception?

A: Bellissima opened in Alberta in 1981 with four stores and has since grown to 12 stores based in Kelowna, Alberta, Saskatchewan and Manitoba, with headquarters in Calgary. Originally a specialty store focused on dresses for galas, proms and special events. For the past 40 years, Bellissima has prioritized Canadian designers in its product mix and continues to support Canadian designed clothing.

In 2020, Bellissima is strategically aligning the brand to be more accessible and moving away from formal wear. In 2021, Bellissima Fashions is moving forward with their rebranding with new designers, new marketing strategies and a focused customer experience.

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Q: Who are the target customers?

A: Every woman who loves fashion. For decades, the fashion industry has been telling women that our clothing will either give you confidence or empower you. We strongly disagree. We believe women choose clothes and style them according to their personality. Clothing is a tool and essentially an extension of that individual. Fashion knows no age. I saw two women looking at the same coat, trying it on and buying it within minutes of each other. They are really connected through fashion but are literally 40 years apart. No one judges them. Nobody said, Oh, that’s too young or too old for you. They love the feel of the fabric, the cut and the style. End of story.

Q: The company is celebrating its 40th anniversary this year. What do you attribute his success to?

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A: The fashion retail business is highly competitive and our biggest secret is our ability to evolve and adapt. Fashion stands still for anyone. Our secret sauce is based on five guiding principles: the customer is the heart; commitment to quality; Canada, we support Canadian designers in our product mix; creativity; and current trends.

Q: Lastly, what’s next?

A: We are very excited about what is to come. Our partnership with VCAD will strengthen the talent to come. We feel strongly that we have a responsibility to guide, educate and invest in the next generation. The Fashion Connects Design Series is innovative, bold and community focused. We truly believe that no one succeeds alone and if there is a way for Bellissima to support the talent to come, we will.

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