Harrods, the renowned luxury department store located in London, has recently introduced its own podcast series, adding a new dimension to its marketing efforts. The podcast, hosted by Mariella Frostrup, explores the concept of luxury through engaging conversations with industry insiders such as Terri De Gunzberg and famous designers like Roksanda Ilincic, Stephen Webster, and Amanda Wakeley.
In the inaugural episode, guests come together at the iconic Harrods store in Knightsbridge, London, to share personal items that symbolize luxury for them. Amanda Hill, Harrods’ chief marketing and customer officer, emphasizes that luxury transcends material possessions and encompasses personal experiences and individuality. With its storied history as a premier luxury destination, Harrods is well-suited to delve into the essence of luxury in the modern era.
This venture into podcasting is part of Harrods’ larger strategy to enrich its editorial content. Under the leadership of editor-in-chief Tiffanie Darke, the company has introduced initiatives like the “How To Wear Harrods” series on Instagram, particularly during Fashion Month. Simultaneously, Harrods is expanding its social media footprint and exploring video content to connect with its global clientele.
As Harrods gears up for expanded international sales through its collaboration with Farfetch, leveraging digital platforms such as podcasts is a savvy move. The podcast medium has seen substantial growth, with a vast array of content available in multiple languages, catering to a global audience. In the United States, nearly half the population tunes in to podcasts monthly, with listeners typically possessing higher education and income levels. This aligns with Harrods’ target audience, reinforcing the strategic importance of its podcasting initiative.
By embracing podcasts, Harrods is not only engaging with a diverse audience but also leading the conversation on modern luxury in the digital realm. As the podcast landscape evolves, Harrods is establishing itself as a key influencer in shaping perceptions of luxury, inviting listeners to explore the multifaceted world of luxury through insightful dialogues and personal anecdotes.
Learn more about Harrods and its podcast series here.
Discover the latest episodes of Harrods’ podcast series here.
