April 15, 2011
By Rachel Lamb
Australian-owned luxury men's department store Harrolds has just undergone a 1,000-square-foot renovation of its Melbourne store and has chosen to promote itself through traditional media such as word of mouth and direct mail.
The owners insist that the brands that Harrolds houses, such as Marc Jacobs, Givenchy, Tom Ford and Paul Smith, should only be experienced in-person. The retailer does not have a mobile or Web site and relies on recommendation from customers, mailers and a bi-annual catalog to promote itself.