December 27, 2011
British department store Harrods is looking to celebrate its winter sale today with a special performance by music group Florence + the Machine.
This will be the first time that Florence + the Machines will be performing live at Harrods. The group will perform an acoustic set including “Shake it Out” and “What the Water Gave Me” from its newest album, Ceremonials.
Florence + the Machine will be performing today at Harrods’ Door 5, Hans Crescent.
Consumers can watch the performance while they are waiting for the doors to open at 9 a.m. for the Harrods Winter Sale.
The winter sale includes dramatic mark-downs on luxury apparel and accessories.
Some examples include a Lanvin dress marked down from $4,684 to $2,343, a Yves Saint Laurent Opium Coffret originally valued at $82 but is now $ 41 and a Chloe rope ring reduced from $170 to $101.
Harrods’ ecommerce site, found at http://www.harrods.com, also holds deals such as a Marc by Marc Jacobs metallic blue cross body bag reduced from $695 to $482. The online sale will be Dec. 24 at 1 p.m. Eastern Time.
Harrods Web site
The retailer has been posting the news and some sales examples on its social media outlets.
Harrods post on Facebook
There is also additional information on the Harrods.com site.
Streaming for attention
To add something new to a marketing effort and to build brand loyalists, some luxury marketers are using music as a gateway.
For example, German apparel and accessories label Hugo Boss live-streamed its fall/winter fashion show and ended it with a performance by the band Little Dragon (see story).
In addition, automakers Lexus and Mercedes-Benz are switching up traditional radio marketing by sponsoring stations on Pandora that are designed to push the brands’ models and campaigns (see story).
Also, menswear designer John Varvatos paired with upscale audio company McIntosh Laboratory to build brand awareness and display products through the celebration of the upcoming album from the rock band Jane’s Addiction with an event in Los Angeles (see story).
Since fashion and music are things that people are very passionate about, luxury marketers generally combine the two to bring them closer with affluent consumers.
Rachel Lamb, associate reporter on Luxury Daily, New York