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 to
embrace 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 existing loyal customers as well as new and future audiences. By monitoring and looking for exciting new opportunities and trends, Harrods ensures that its brand remains current and
relevant. Harrods was recently voted in the top five retailers to follow on Instagram, demonstrating that a business can use 21st century communication channels but still ensure that its brand and values are never compromised.