DOLCE & GABBANA TAKING OVER HARRODS
November 2017, stylish Knightsbridge felt more Dolce than ever! Italian designers Domenico Dolce and Stefano Gabbana revealed their Dolce Gabbana Christmas Window Campaign collaborating with Harrods.
Window displays feature unique scenes in which the main stars are the puppets showing no one else than Stefano and Domenico themselves!
Each window is dedicated to different product category or a special theme, from fragrances and cosmetics to eyewear, womens and mens tailoring. There is a special window showing D&G newest Millennial book and yes, You can buy it in Harrods too! My personal favourite is the display with the puppets making lots of pasta in the Italian colorful kitchen.
Incredibly fun, alighted with christmas spirit and italian love for the time spent with family, that is how I see the D&G’s windows this year !
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If you are still not convinced that we are looking at one of the best Christmas Campaigns of 2017, there is also a Dolce Gabbana Italian Market in Harrods on the 4th floor! Hurry up, it will be there until 28th of December!
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The Fun It Will Bring!
Mutual Efforts To Attract The Millennials
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Harrods is one of the most famous department stores in the world, some will say the Mecca of fashion, with a long heritage and a home for the luxury brands.
Dolce & Gabbana is a young Sicilian high-fashion brand, with a strong brand identity that compose of family, love, colours and sex.
D&G has taken over Harrods windows in a £7 million project, however the main attraction is the 4th floor D&G Christmas market.
At first, it might not looks like the perfect match to collaborate, but the marketing efforts were enormous in every single aspect of the marketing mix:
The products which presented in the market are accessorise and leather goods, as well to kidswear, homewear, eyewear, sneakers and T-shirts. The brand has high diversification products and most of them get represent in the market. The products are very colourful, playful shows the Italian young vibes of the brand, some are specially made for the collaboration. The family motive exists in a product called “the DG family” toys who look like D&G designers and 6 puppies. The bags (packaging) are colourful matching the market and brand environment.
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The pricing of the products are mostly accessible luxury, depends on the product: 45£ for the toys, wallet prices are between £185 - £445, a hat £225. Relatively to other brands in Harrods consider to be low.
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D&G social media posts few posts on their social media that promote the event, nevertheless the collaboration was promoted through articles in magazines like Vogue. The concept is photos of the market and the designers characters.
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The market itself located on the 4th floor however D&G presence is all over the building including windows. The actual concession of D&G is in the designer floor, suits to the target market next to Gucci both by style and price.
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The question that pop up is why this collaboration and what does each party gain. This is not the first time that a fashion house takes over a department store (in 2012 for example, Louis Vuitton and Yayoi Kusama took over Selfridges). However, this time the department store, Harrods is recognized with tradition while the fashion brand D&G identity is within its youth. And maybe this is why the collaboration is successful, Harrods was looking for the millennial customers while D&G was looking for exposure using one of the busiest department store.
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Either way the collaboration has been executed beautifully, focus on the millennial target consumer with cool affordable products, while remaining exclusive and offer personalisation (which is another millennial trend).
23.11.2017
