American Marketer


Harrods hosts Fashion Lab event for aspirational consumers

November 6, 2014

London department store Harrods London department store Harrods


British department store Harrods is having an event for readers of the magazine Grazia in the store’s Fashion Lab.

The Fashion Lab is hosting an array of new designers this year on its fourth floor location. Harrods' event will likely draw in the appropriate audience for the Fashion Lab and its collections.

Fashion lab report

For 2014, the designers that will host collections in the Fashion Lab will include See by Chloe, Love Moschino, Red Valentino and Just Cavalli. These collections by major designers are typically geared toward a younger, aspirational audience.

By being present in the Fashion Lab, these brands will likely reach their target, younger audience. Hosting such collections in Harrods will align the lines with the higher fashion seen within the department store.

A social video was also shared to promote the collections.

London girls video

The guests of the event will have the opportunity to win a Burberry trench and other apparel and accessories.

On Nov. 6 the event will take place for Grazia readers who RSVP.

Other stores have similar floors or sections that aim to attract the loyalty of the rising aspiration consumer.

For instance, department store Bergdorf Goodman introduced consumers to its new range of offerings in its contemporary 5F department with an ad on the mobile Web site of New York magazine’s The Cut.

Reaching out to the publication’s audience of New Yorkers and beyond, the ad featured two calls to action, one to visit the store and one to visit the retailer’s Web site to shop online. Since consumers reading the mobile Web page are likely to be on their phones in transit, Bergdorf may have seen an increase in foot traffic from this ad (see story).