new opportunity menswear package · new opportunity menswear package. reframing masculinity. ......
TRANSCRIPT
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NEW OPPORTUNITY
MENSWEAR PACKAGE
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Reframing masculinity
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RELEVANT
TARGETED
CREATIVE
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DEFINITION: The application of human creative skill and imagination
to create something remarkable, magical and memorable.
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MENSWEAR PACKAGE
Harrods is reframing masculinity with
new, targeted platforms that are designed
to engage with the menswear customer
through multiple touchpoints.
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HARRODS CUSTOMER JOURNEY
360 MEDIA CAMPAIGNS:
Building an integrated campaign that is centred around the customer journey, ensuring each touchpoint is
relevant for your audience.
HOMEPAGE HERO
HOMEPAGE PROMO
MEGA MENU
CATEGORY LANDING
PRODUCT LISTING PAGE
ADVERTORIAL
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Our Customers
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THE HARRODS CUSTOMER
HARRODS MENSWEAR CRM CUSTOMER
CRM customers | 135,332
4 visits per customer per year
Each customer visits 3 divisions
KEY COUNTRIES
UK | 43% customers | 23% trade
Qatar ME, UAE | 13% customers | 21% trade
China | 7% customers | 19% trade
DATA: CRM MENSWEAR CUSTOMERS (EXCLUDING STAFF: DATE RANGE 24/12/2017 - 29/12/2018
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Light up every
platform
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HARRODS MAN
Two years after its launch, Harrods Man is coming of age in a
broadsheet newspaper format, designed to appeal to its
discerning male audience. The new Harrods Man will continue to
cover fashion, grooming and accessories in its inimitably
imaginative way, but will also showcase an expanded focus on watches, tech and lifestyle.
CIRCULATION: 61,000 COPIES PER ISSUE
Four issues per year (March, July, October, December)
Mailed to top Rewards card customers and distributed with
external partners
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@HARRODSMAN
Working with Harrods' social team,
brands can promote their campaign
on the @HarrodsMan Instagram feed
using organic posts.
This may include the following; teaser,
product focus or brand focus posts
under Harrods’ creative ownership.
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DIGITAL SCREENS
Located at four main escalator networks, the digital
screens provide a luxury digital canvas. The screens are
located to capture customers attention as they pass
between floors and move between departments.
Premium networks: Door 3 & Door 5 provide detailed reporting on watchers, and the opportunity to see
demographics and other details of those visitors engaging with the screens.
SCREEN LOCATIONS SUBJECT TO AVAILABILITY
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CATEGORY LANDING PAGE
The Category Landing Page is a targeted opportunity to convert
users once they are already browsing per category.
It can be combined with an advertorial, housed within the
Harrods editorial hub Style Notes, offering a deeper brand
experience for the digital customer.
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MEN’S SUPERBRANDS DIGITAL SCREENS
Eleven digital screens located in the new Men’s
Superbrands department.
Situated on the Second Floor, Superbrands features
some of the biggest names in the fashion industry,
including Chanel, Prada, Givenchy, and Alexander McQueen.
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MEN’S SUPERBRANDS POP-UP
A pop-up for product displays is situated on the Second
Floor of Men’s Superbrands. Available to brands to stand
out to the Harrods customer.
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BROMPTON ROAD WINDOWS
Our award-winning windows engage passers-by and entice
customers through product placement, and spectacular
creative displays.
Windows will come to life with ‘The Art of The Possible’
creative campaigns.
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PACKAGE RATES
PLATFORM DURATION RATE CARD PACKAGE RATE
HARRODS MAN | PRINT (1ST RHP)
3 MONTHS £15,600
SOCIAL @HARRODS.MAN 1 POST £5,000
MEN’S SUPERBRANDS | DIGITAL 28 DAYS £10,000
HARRODS.COM (CATEGORY LANDING PAGE)
1 WEEK £8,000
ALL OF THE ABOVE AS ABOVE £37,600 £26,320
MEN’S SUPERBRANDS | POP-UP 1 MONTH £8,000 £31,920
WINDOW (BROMPTON ROAD)
1 MONTH £32,000 £48,720