Harrods

Teaching An Old Brand New Tricks
During Harrods’ more than 150 year history, it has earned a reputation for offering unparalled service and the finest-quality merchandise. Considered the most famous department store in the world, Harrods is a British institution and its flagship store is a prime shopping destination in London.

The Brief
Harrods was looking to embark on a long-term strategy that would breathe new life into its image and appeal to a younger audience:
• Position Harrods as a forward-thinking and on-trend brand, appealing to a younger audience
• Drive consumers in-store
• Generate on-target, on-brand feature press coverage in support of Harrods and its relevant offerings and services

The Challenge
Risk alienating loyal, long-term customers with a new marketing approach.