Capturing the Magic of the Customer Experience at Harrods: An Exploration into Theatrical Performance in Modern Luxury Retail.
Courtney Lucas
Abstract
Luxury retail strategy centralises around creating desires in a fascinating, compelling way. Increasingly, as many brands attempt to fit within the luxury umbrella, luxury retailers must adopt a unique point of differentiation, not simply in apparent forms such as price and product but within the communication of the philosophy of their brand. Luxury Department Store Harrods fulfils customers’ desires by presenting a show, engaging its audience in stories, communicated through spectacular theatrical performance. Moreover the department store, labelled ‘The Palace of Knightsbridge’ draws on brand heritage and provenance to generate awe and create the ‘Harrods Show’. In doing so it enhances the concept of experiential consumption, enriching unique value in the brand, setting Harrods aside from competitors. This paper offers an exploration into the various conceptualisations of retail theatre at Harrods; through a phenomenological study of Luxury customers’ and industry professionals’ experiences. The paper aims to offer an insight into the practice of Harrods retail theatre, using heritage and innovation as tools to leverage its power and value.References
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