Harrods targets teens with fashion push

Luxury department store Harrods is partnering with online community Stardoll as part of its strategy to target a younger audience of fashion fans.

Stardoll Harrods
Harrods partners Stardoll to target teens.

The department store will open a virtual store within the online community where members can buy virtual versions of the real ranges they can buy in store.

Stardoll aims to recreate the high end shopping experience of Harrods within the social network and virtual goods will be delivered to members’ avatars in Harrods branded bags.

It is the first time Stardoll has partnered with a store. It has previously partnered with fashion and beauty brands including Miss Sixty, DKNY and L’Oreal.

The social media driven campaign includes Facebook, Twitter and Pinterest activity and teens are encourage to share their wishlists with friends.

Harrods’ partnership with Stardoll kicks off on 20 October to coincide with the launch of a new in-store Junior Collections department dedicated to teen and ‘tween’ fashion brands. Brands launching teen ranges in-store include Chloe, Jean Paul Gaultier, Galliano and Versace.

The brands will also host exclusive in store events for Harrods’ young fashion fans.

The partnership is also part of Stardoll’s stated aims to extend its reach to audiences in the world of fashion and beauty.

Stardoll claims to be the world’s largest website for teen and tween girls and claimed 15 million unique users in 2011 and an annual reach of 200 million teenage girls.

Stephen Molloy, senior vice president of sales at Stardoll Media, says: “Harrods are demonstrating they are forward thinking and innovative marketers who share an in-depth understanding of young people today and how for them their online world is as important and real as the physical one.  Our ongoing insights into Generation Z prove time and again that this group are early adopters with significant influence over their peer groups, and indeed represent a powerful group of consumers”.

Recommended

Coronation Street

Sponsorships boost ITV transformation plan

Lara O'Reilly

ITV has increased the number of sponsorship deals signed with brands this year, helping the broadcaster near the target set out by its five-year transformation plan to garner half of its revenue away from the traditional ad break slots.

OnlineAdPic304

Nielsen introduces ‘most accurate’ online analytics tool

Seb Joseph

Unilever and Reckitt Benckiser are among the first companies to trial Nielsen’s online advertising measurement system, which the analytics firm claims will give advertisers a “never-seen-before degree of accuracy” in judging the effectiveness of online campaigns to reach consumers.

ruth spencer

Q&A: Boots head of loyalty Ruth Spencer

Rosie Baker

As Boots prepares to launch a PR and digital campaign to mark 15 years of its Advantage card loyalty scheme, Marketing Week speaks to Ruth Spencer, director of loyalty, insight and multichannel, about the changes in the now mature loyalty market and how Boots is responding.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now