Giulia Paolinelli, Cristina Rossetti, Giulia Paolinelli, Cristina Rossetti, Luca SanchioniLuca SanchioniGiulia Paolinelli, Cristina Rossetti, Giulia Paolinelli, Cristina Rossetti, Luca SanchioniLuca Sanchioni

HistoryHistorySince 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 Brands and QualityQuality

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 PlansFloor Plans

Lower Ground Lower Ground FloorFloor

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, walk-in doctor, Harrods Bank, theatre and holiday booking centre.

Ground FloorGround FloorTear 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 FloorFirst FloorIf 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 FloorSecond Floor

Make your pad a palace with everything for the home from tableware to towels – and the world’s most famous pet shop.

Third FloorThird 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 FloorFourth 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 FloorFifth 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 old-fashioned 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.

AdvertisingAdvertising

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

MarketingMarketingTo 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.

CommunicationCommunicationThrough 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 ServicesCustomer ServicesHarrods 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 Everything for Everybody for Everybody Everywhere!”Everywhere!”