Harrods is taking its merchandise to American consumers with the
launch of harrods.com, which will be backed by a dollars 3 million TV
and print campaign devised by Leagas Delaney London.
The site will launch in the first week of November, in time for the
Christmas rush, and will initially sell 200 Harrods branded items
including products from its gourmet food selection, teddy bears and
cashmere scarves.
If successful, the scheme will be rolled out globally, starting in
spring 1999.
The website was designed by Leagas Delaney’s internet company, The
Digital Partners. Tim North, managing director of The Digital Partners,
said: ’Everyone who visits Harrods in Knightsbridge knows what a
fantastic place it is to shop. It is critical consumers in the US get a
true reflection of this online.’
The TV was bought and planned by Creative Media, while press was handled
by Leagas Delaney in London. The campaign was written and art directed
by Tim Delaney. It was directed by Charlie Stebbings through Park
Village.
Delaney said: ’This launch moves Harrods in to this exciting new trading
environment, and provides a platform for the expansion of this famous
department store in to a truly global brand.’
