Harrods

Challenge

In the wake of the pandemic, Gen Z were a hot topic in the luxury industry and represented a key growth opportunity. But Harrods was seen as “too traditional”, and not a place where gen z would typically shop.

Action

Recognising the opportunity for Harrods to drive incremental revenue from this new customer set, I drove a completely new approach to customer insights that widened the focus from 35+ high spending existing customers, to a more representative view of luxury consumers.

Following my delivery of a 1 year plan and 3 year strategy to modernise for a new generation, I led the teams who delivered Harrods’ first brand campaign; ‘Set Your Stage’, with a new aesthetic, message and media strategy to target gen z luxury shoppers from awareness to conversion.

Results

Media partner investment in the concept was the strongest it had been in 5 years, when the media industry was still struggling.

New season sell through was +20% on 2019 (pre-pandemic).

The message really landed with the target audience too – when we surveyed existing and non-customers again, there was an increase of +14% in Gen Z perceptions of the brand as being “forward-thinking”, “modern” and a “place I would shop”.