Food Meets Fashion in Harrods’ Digital Campaign
Renowned for its luxury fashion and gourmet food halls, British department store Harrods has found a novel way to promote both in a new online campaign.
Running through October 2012, Harrods.com is featuring a series of fashion images shot at the store’s on-site eateries, including The Georgian Restaurant, the French patisserie of luxury confectioners Ladurée, The Pizzeria, the Ice Cream Parlour and the children’s Candy Store.
The ‘Style to Savour’ campaign appears across seven sections of Harrods’ e-commerce site – Women, Men, Accessories, Children, Beauty, Food & Wine and Gifts. Curated shopping guides accompany each of the sections, which have in turn been themed around a specific eatery. For instance, in the Men section of the site, shoppers will be greeted by a photo-shoot set in Harrods’ high-style Pizzeria, and offered further product suggestions in the section titled Sicilian Style.
The project serves to further reinforce the landmark London store as a destination for fine food and high fashion, as well as driving traffic to Harrods’ revamped website. To promote the campaign, the retailer has ramped up its social media activity by posting the images and videos across Facebook, Twitter, YouTube and Pinterest.
Harrods’ pairing of fashion and food is part of a wider obsession with gastronomy in editorial spreads and style blogs of late. For more on the fashion world’s new love affair with the edible, see Stylus’ report Fashion Eats.