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Harrods
Dressed up
by Charlotte Jane Dyson
December 16, 2002
As a child I was told that Harrods was the shop of dreams. If it could be bought then Harrods could get it for you. An elephant, a peacock feather, a silver acorn -- Harrods was the place to go. But now as an adult in the cyber age, I wonder, will the website be able to deliver?
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The home page of Harrods.com greets you with luxury product photos – cuddly teddy bears, trendy handbags – and the distinctive script of the Harrods logo. Leaping flames invite you to shop, shop, shop in the Online Shopping section, but the distinctive Harrods green is not evident until you click through to a subpage.
Harrods appears to be sticking to the less-is-more approach with its Online Shopping section. A small selection of items are offered under each section, which are labelled rather haphazardly: Christmas gifts, ladies', men's, children's, home and entertaining, food and hampers, and price reductions. Each online item has been carefully selected to represent an appetizer of the extensive array of luxury items available in-store. Still speciality items are promoted throughout the site, so if you were to click on the particularly eye-catching Natura Bisse, an anti-aging serum at £200, you'd immediately find the bottle with a little basket to conveniently make a purchase.
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Under Events, information is provided on competitions, in-store events and details on Christmas at Harrods. The events for December are certainly in keeping with Harrods' refined brand of consumerism, ranging from fashion shows to Cognac and wine tastings. Unfortunately the diary extends by only one month at a time, making it difficult for tourists (a large part of Harrods' traffic) to plan ahead.
The Store Guide offers an impressive reminder of how large Harrods is. A map of each floor (seven in all) is provided with location details for escalators, nearest tube and department. A tiny image is provided for each, which, when enlarged, provides a photo and information on what's in the range and what the shopping environment is like. This section also provides a complete A-Z guide of each department. In addition to the myriad services and products, Harrods has 22 restaurants. These range from the Café & Creperie to a tapas restaurant and oyster bar.
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Charlotte Jane Dyson is a marketing consultant. She lives in Yorkshire, England, and spent fourteen years in consumer marketing with Nestlé.
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*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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