Increasing Brand Awareness Through Social Media Communications
A Harrods case study

Page 1: Introduction

Voted ‘Luxury Retailer of the Year’ in 2013, Harrods is a department store with a difference. Its unique brand is recognised across the world. Seen as a British institution, its mission is to become ‘the number one department store in the world for luxury branded merchandise, maintaining an unprecedented level of retail standards, expertise, and profitability.’ Harrods...
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Page 2: Public Relations

A business can promote itself using a number of marketing strategies including direct mail, personal selling and sales promotions, as well as communicating through PublicRelations (PR). ‘Public relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.’ (TheChartered Institute of Public...
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Page 3: External Communications

There are a number of external communication channels a business can utilise to reach its intended audience, including a company website, marketing materials such as posters, advertisements, emails and telecoms. For Harrods the communication of its luxury brand and values is particularly important in reaffirming that it can cater for every level of luxury. Harrods uses social media to...
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Page 4: Internal Communications

Harrods’ main objective for communicating internally with its employees for 2014/15 is to provide consistent, regular and robust communications that help to ensure staff across all Harrods sites and functions feel as engaged and informed as possible about the business’s purpose, activities and direction. Harrods has invested in a number of internal channels to ensure employees are kept...
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Page 5: Recruitment

Harrods offers a range of career opportunities; from sales associate roles in the fashion and beauty departments or selling support roles which includes careers in marketing, buying, eCommerce, IT and finance. Harrods airport outlet stores in Heathrow and Gatwick also recruit staff that can provide the ‘Harrods experience’ for international travellers. Harrods uses social media...
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Page 6: Conclusion

A business needs to be able to anticipate changes in its environment and respond flexibly and creatively. The changing nature of communications means that a business needs toembrace social media channels such as Twitter, Facebook, and LinkedIn using them to communicate to a broad audience. This case study has shown how Harrods is effectively using social media to promote its luxury brand to...
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