Harrods
Harrods
Challenge
Consumer shifts towards more responsible luxury shopping became apparent during the pandemic, highlighting a disconnect with Harrods business and product strategy. There was a fear that talking about sustainability would result in scrutiny and negative commercial impact, leading to corporate inertia.
Action
Noticing the challenge of being a retailer who doesn’t have control of partner supply chains, I knew we needed Harrods own unique message to cut through the noise and navigate some uncomfortable truths. Through focus sessions with luxury customers and meetings with key voices in sustainability I observed that supply chain wasn’t the only route to conscious consumerism, resulting in Luxury for Life – Harrods mission to educate customers in choosing products that will last, and provide access to services that help extend their lifecycle. In partnership with a cross-functional project group of leaders, I defined a business wide omni-channel strategy & positioning campaign, which was pitched to the exec, and was approved.
Results
Through c-suite influencing skills and the courage to lead the business through uncomfortable discussion, I led a transformation of the business that gained huge momentum. I introduced 3 new circularity partners to the business, resulting in new revenue streams and enhancing new season sales (instead of cannibalising). Further CSR achievements followed, including the removal of plastic bags, and introduction of SEDEX requirements for all fashion partners.
