In an effort to align itself with young, digitally savvy consumers, Harrods hosted a Digital Fashion Summit with eight bloggers flown in from different parts of the world. In addition to being photographed they wrote posts about their favorite spring picks from Harrods stock, featured on the Harrods site where viewers can shop the picks and comment.
Just a month prior in March, Harrods participated in the Vogue Festival with a branded catwalk visitors could strut on and have their photo taken by a professional photographer. In addition to encouraging social media shares, Harrods hired 30 bloggers to post and create buzz about the event. Harrods director of CRM and personal shopping services Chiara Varese said the department store’s product offerings have changed in the past four years to fit a younger generation, but many of those changes have been “hidden in [the] big building.”
Varese’s comments and Harrods’ recent efforts show the importance of accessibility and digital outreach when targeting a younger audience, as branding changes kept offline can be overlooked. The good news: a promotional campaign asking for users contributions, or one that partner with blogger idols can be more successful than an expensive, traditional ad campaign.