Giulia Paolinelli, Cristina Rossetti, Luca Sanchioni
History
Since the store first opened its doors in 1849, Harrods has always
prided itself on a reputation for excellence, that nothing is too
much trouble to their customer and finding the finest-quality
merchandise.
The Harrods‘s story started in 1834 in London’s East End, when
founder Charles Henry Harrods set up as a whole sale grocer in
Stepney, with a special tea. In 1849 Harrods took over a small
shop in the new district of Knightsbridge on the site of the
current store just near Hyde Park.
In 1889 the store become a public company.
The 1890s were boom time and the new departments were added:
including the “Harrods Bank” and “Estate Agency”. The new
managing Director Richard Burbidge was well ahead of his time
introducing the World’s first escalator in 1898. Harrods has
constantly evolved over the years to keep up with trends.
In 1959 the “House of Fraser” group acquired the store and began
to upgrade what was seen has an old-fashioned institution.
It was only when the Fayed family acquired the House of Fraser
for £615 million that Harrods become a family - owned firm once
again the store’s fortune began to turn.
The energy of the story, today, comes across in the unexpected
that comes from attention to every detail in every department.
Brands and Quality
Harrods remained London’s premier retail outlet for ever 155 years,
yet the fundamental ethic of selling quality merchandise and giving
customer exemplary service has never been questioned or
compromised.
At Harrods truly anything is possible.
The famous Harrods’s motto:” EVERYTHING FOR
EVERYBODY EVERYWHERE!!” has more than lived up to its
meaning over the years.
The store is an example of how a brand steeped in tradition and
legend become a kind of museum exhibit: Harrods is a brand that
people desperately want to remain the same.
While having one traditional, unchanging brand does make things
fairly simple for the corporate design department. it does mean that
the image of the brand becomes locked in a certain epoch.
The label “Harrods” is the distinguishing trade mark of a brand but,
also become a famous symbol of England, it is a classic brand that
belongs in the past to tradition for 155 years.
Visit Harrods and discover seven floors full to bursting with the
most luxurious products from the world’s very finest brands.
Floor Plans
Lower Ground Floor
Men’s most fashionable
destination for designer gear and
good grooming, as well as superb
souvenirs and gifts, fine wines
and spirits, and a host of handy
services including optician, walkin doctor, Harrods Bank, theatre
and holiday booking centre.
Ground Floor
Tear yourself away from
London’s finest Food Halls
and you’ll find cutting-edge
tailoring, shoes and classic
suiting for men, four superb
Beauty rooms, as well as
gorgeous ladies’ leather
accessories and jewellery.
First Floor
If fashion is your passion,
this floor blends the latest
designer couture with more
classic silhouettes, lingerie, a
stunning selection of shoes
and London’s best selection
of wedding dresses.
Second Floor
Make your pad a palace with
everything for the home from
tableware to towels – and the
world’s most famous pet shop.
Third Floor
From traditional and antique
to cutting-edge designer, find
the whole spectrum of
furniture here, along with an
unbeatable selection of home
entertainment courtesy of
HMV and Waterstone’s.
Fourth Floor
Children are the focus on four,
which caters for every aspect of
life for youngsters up to 16 with
toys, books, nursery furniture
and young fashion – as well as
the ageless funky fashion of
denim heaven Way In.
Fifth Floor
Get sporty with an entire
floor devoted to working
your body and looking great
while you’re doing it. And
when you finish, unwind in
London’s premier health and
beauty spa, Urban Retreat.
.
… Harrods wants to keep its prestige and finest quality offering the major brands
in the world as Gucci, Burberry, Armani...and offering very expensive goods so
that there are security men that control these merchandises.
The quality can be defined in many ways:
 reliability: Harrods’s history guarantees finest service and long–lasting goods;
 traditional: Harrods bases its prestige and its label on the English oldfashioned tradition;
 expensive: in the store you can find a lot of luxurious brands that contributes
to give the high image of the label;
 well designed: is refer to the structure, it is located on antique, majestic,
English building in London.
The quality is also comes from attention to every detail in every department and
from to customer service, to improve the customer loyalty.
Advertising
Advertising is an attempt to get
the right message to the right
people at the right time. It is a
form of the marketing mix. The
mission is to represent the image
of quality and tradition of the
store and to give the highest
service building loyal consumer
relationship. The base of its
advertising is the customer
satisfaction
Marketing
To sell, companies must know what their customer need, however customers are often
reluctant to give this information. Companies must overcome this reluctance through
careful observation, the key-word are: behavior and customer feedback, the reaction of
the customer (cloosed-loop marketing)
The importance of marketing consists of achieving loyal customers, Harrods want that
customers return to buy in its store.
The traditional advertising is still effective but a combined approach with cloosed-loop
marketing, is more successful.
The techniques of cloosed-loop marketing are:
 monitoring traffic and static websites but this system does not give individual
profiling;
 monitoring dynamic websites gives information on links visited by the customers
and on the products they purchase;
 customer profile through e mail links (what the customer is like from a business
point of view);
 Multi channel marketing using more than means of communication.
Communication
Through postal service in addiction to e mail service, also the cold
calling that is a new form of communication and consists in a
phone call to advertise products or services.
In a cloosed-loop marketing program the direct mail performs the
initial groundwork, it helps to promote your brand provides the
tiles on your offer and directs prospects to your website for more
information or to plays an order.
Customer Services
Harrods offer a lot of kind of services that improve its
prestige:
 Harrods cards: as a Harrods cardholder you will have
access to Cardholder days, Sale Previews, invitation to
Harrods events...The Harrods card puts a piece of
luxury in your hand!
 Shopping online: customer can buy on the net. On the
website you can find a whole area is reserved to
shopping online. Products are displayed on the website
and you can choose one or more of them.
 Privacy and Security Policy: Harrods created a privacy
and security policy to demonstrate their firm
commitment to protection your information and to
providing a safe site for electronic commerce
transactions. All material information and featured
provided on the website are protected by copyright,
trademark and are owned by or licensed to Harrods
Limited.
“Everything
for Everybody
Everywhere!”