Harrods Exposé Marketing

WHAT IS HARRODS?

Harrods is a London-based luxury store, with 92,000 square meters, making the London's largest department store. Famous luxury brands expose and sell their new products, such as Chanel, Louis Vuitton, Prada, Gucci, Fendi, etc.

B: Harrods sells different kinds of products, including:

Clothing for men, women and children

accessories

shoes

beauty products and cosmetics ///

food, wine,

homeware

souvenirs and gift for events like anniversary gifts, wedding gifts …

The city racked up 19.1m visits from overseas in 2016– and the Harrods department store, founded in 1849, is a top attraction. It made a profit of £233.2m.

But why is it so famous?

The store, other than in size and luxury status, is also closely related to the royal family and had royal warrants before their removal in 2000. Those warrants were provided by : Queen Elizabeth II (Provisions and Household Goods).

PRODUCTS AND SERVICES + TARGET (~3m) >> diapo 5 et 6

PRODUCTS AND SERVICES

As we said before, Harrods is a luxury department store with 330 departments that offer a wide range of products, with over 5,000 brands whether it be online or in store. Products sold by the brand include clothing for women, men, children and infants, as well as electronics, jewellery, sportswear, pet accessories, toys, food and drink, health and beauty items, souvenirs and gifts, stationery, furniture, houseware and much more.

As for services, the department store is made of 23 restaurants that serve everything from high tea to tapas to pub food to haute cuisine. Harrods also includes a watch repair service; a tailor; a dispensing pharmacy; a beauty spa and salon; a barbers shop; Ella Jade Bathroom Planning and Design Service; private events planning and catering; food delivery; a wine steward and more. We can doubtlessly say that Harrods offers a wide range of products and services.

Up to 300,000 customers visit the shop on peak days, comprising the highest proportion of customers from non-English speaking countries of any department store in the city of London.

China is currently the largest international market for Harrods. Research shows that 1 in every 5 pounds spent by Chinese visitors to London is at Harrods, and Chinese customers are said to have spent more than £200m in the department store in 2016 mainly on high-end fashion and accessories. Furthermore, Harrods began in 2017 a £200m worth redesign to appeal to wealthy Asian shoppers.

>> tables found in one of the BRAND PARTNERSHIPS MEDIA PACK

Harrods’ managing director Michael Ward said “[Harrods]’s target audience is the top 0.1% of the world’s wealth,” and “The rich are getting richer and they have done for the last 10 years”.

COMMUNICATION

Communication around this store is quite particular, because this brand is famous for his wonderful store based in London luxury status, so contrary to most of the brands, Harrods won’t try to reach as much people as possible, but will look for people with high purchasing power, and mostly tourists.

Harrods also sets up events, experiences or partenariats to reinforce his popularity.

Indeed, Harrods also uses the parades as advertising. For instance the brand invited Dolce & Gabbana to celebrate Christmas in their premises. VID: https://youtu.be/Nf9xZ9t_jWs

>> partenaires//% >> http://www.har rods-media.com/what-we-do/brand-partnerships

The partner fashion brand realized a parade, which was mediatized. From November 2nd to December 28th Harrods will be transformed with a festive Italian atmosphere. Journalists talk about a "story of true love" between both.

Indeed, they put christmas decoration all around the store bearing the effigy of the two luxury brands.

There are many specific ways of communication used by Harrods since 1849, the company creation's date. From a simple advertising poster to the mediatization of parades.

First of all, Harrods uses posters since 1849 to do advertising.

For example, I'll present to you the following vintage advertising poster of 1924.

This poster of Harrods deals with the twice-yearly sales of the brand. They knew that this fixture will attract the woman customers. So they decided to show on this advertising what sale bargains were in store for them.

We can see that drawings represent a grouping of person of the high class. The targeting of Harrods is very present here.

Nowadays, Harrods communication tries to match with our modern society.

TOURISM

More than just a store, Harrods is now a major tourist attraction in London. It is a monument, an important part of British culture.

First of all because of its royal origin, but also because of its elegance, luxury and history.

Indeed, he was frequented by famous celebrities such as Oscar Wild, Singmund Feud or Alfred Hitchcock. For the anecdote, legend says that in 1921 the British writer Alan Alexander Milne bought a teddy bear from Harrods for his son, which inspired a well-known character.

A yellow bear with red jacket which likes honey.

Do you have an idea???

Winnie the Pooh!

The tourism aspect of the brand is not anecdotic, because, as we we can see on the website, Harrods sells “Souvenirs”, which are basically different products like bags, cups or… teddy bears.

Everything is linked.

Screen of souvenirs:

Like we said, Harrods has a very important place in the history of the royal family. The brand was a royal supplier from 1938 to 2000, privileged for its porcelain, glassware, food supply and later clothing.

Above all, the store and the kingdom

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