April, 2013 – This article from Luxury Daily discusses Rolls-Royce showcasing their new Wraith model in Harrod’s display window. (http://www.luxurydaily.com/rolls-royce-targets-harrods-shoppers-with-first-ever-window-display/)
By Erin Shea
Rolls-Royce Motor Cars is targeting affluent Harrods shoppers with window displays at the London department store to celebrate the British debut of the Wraith vehicle.
This display marks the first time that the British automaker has put its vehicles on display in a retailer’s windows. The display will likely give both brands additional exposure since automakers typically do not advertise in retail windows.
“Both Rolls-Royce and Harrods represent British luxury on the global stage, so it made perfect sense to showcase the most powerful and dramatic Rolls-Royce vehicle yet in Harrods famous window display,†said Emily Dungey, lifestyle communications and event manager at Rolls-Royce Motor Cars, Goodwood, West Sussex, England.
Making a scene
Rolls-Royce is taking over Harrods windows for one week to celebrate the British debut of its Wraith vehicle April 29.
The vehicle that is on display is painted Midnight Sapphire with an upper two-tone paint color of Cassiopeia Silver.
The interior has an Arctic White and navy leather scheme with embroidered Rolls-Royce logo in the headrests and Canadel Paneling in Santos Palisander.
This model also features the starlight headliner that glows from hundreds of star-like lights in the roof lining, which can be turned on with the press of a button.
Since it is not common for vehicles to be on display in retail windows, this effort will likely gain much attention and draw traffic to Harrods.
“This Rolls-Royce display is a great way for Harrods to attract media attention and to draw traffic to its store,†said Ron Kurtz, president of the American Affluence Research Center, Atlanta.
“Displaying a car like this is unique for a department store and there is a lot of consumer excitement and curiosity about the new Wraith model,†he said.
Prime real estate
The windows at Harrods are coveted by many luxury marketers since having such a prominent placement can give brands additional exposure.
Other luxury brands have used the prime location to show off their products.
For instance, Christian Dior recently wrapped up its month-long campaign within the walls of the London department store during which it took over Harrods’ windows and offered visitors a pop-up store, exhibit, beauty promotions and brand-themed eats.
Luxury brands can potentially benefit from a retail partnership similar to this one as long as the two parties can work together seamlessly and localize the shopping experience.
Also, Harrods partnered with Disney to create the 2012 Christmas window display that showed designer dresses inspired by princess characters as well as a dedicated in-store shopping section.
Harrods’ Knightsbridge Road window displays featured Disney princess dresses designed by fashion houses such as Oscar de la Renta, Versace and Elie Saab.
Without doubt Rolls-Royce and Harrods will benefit from the additional attention surrounding their unique partnership.
“Both brands benefit by being associated with the other, as both have an image of quality, luxury and prestige that is reinforced by their collaboration,†Mr. Kurtz said.
“Both brands also benefit by the media and consumer attention produced by such a promotion,†he said.