The most fashionable city in Canada?

Le Chateau advertisement, SkyTrain station, Vancouver, BC

Fashion in Vancouver is hard to pin down. For many people their choice of clothing is driven by the weather, so rubber boots and Gore-Tex are often in order during the fall and winter. But there is a sizable portion of the population that makes an effort to adopt a more stylish look.

It is interesting that Le Chateau, a retail chain based in Montreal, is now using the headquarters location as part of its appeal.

Montreal has long had a reputation as being among the more stylish cities in North America. For most of the 20th century the city was the centre of Canada's fashion industry.

Will the tagline "of Montreal" sway consumers? That remains to be seen. Le Chateau has been in trouble for a few years and some observers are predicting that the chain will close within the next two or three years.

Canada needs more local retailers. It would be nice if Le Chateau can figure out a way to compete with the likes of Forever 21, H&M, and Zara, but after the demise of Jacob, I don't hold out that much hope.