Hazelton Lanes’ illustrious blend of luxury fashion-forward retailers and exclusive boutiques has enabled the centre to carve out a niche in the highly competitive Toronto market. “Life is the Lanes always colourful”, a claim that resonates with the clientele from the Bloor Yorkville neighbhourhood was the positioning line developed to rebrand Hazleton Lanes. High fashion photography punctuated with a hit of colour established a brand personality unique to the centre.

A comprehensive website, prominent positioning the in City’s high-profile fashion mags and targeted direct mail reached the centre’s affluent clientele with striking effectiveness.