Harrolds invests in global image

MELBOURNE: Harrolds is capitalising on new labels, store revamps and a fresh marketing campaign as part of a long-term strategy to cement its international brand profile.  

The iconic menswear emporium had secured deals with numerous new brands, set to come on stream over the coming seasons, confirmed Harrolds marketing director Mary Poulakis. These included Paul Smith main line, Marc Jacobs main line, John Varvatos, upper end Japanese lifestyle brand Bishubou, as well as renowned French label Lanvin and the full collection from Dior's main line.

"There will be some small refitting at 101 Collins Street [Melbourne] and Martin Place [Sydney] in the coming months that will reflect the new offerings and make way for the new brands," she said.

Harrolds was also reconstructing its lifestyle segments and improving its layout to reflect the status of its brands, in particular those exclusive to Australia, she said.

August also saw the store shoot its "most daring" marketing campaign to date. Harrolds' premium quality spring summer catalogue was photographed at recently launched tropical boutique resort The Elandra Mission Beach, in Far North Queensland.

Featuring rare ethnic statuary, totem poles and masks from around the world, The Elandra was characterised by cool minimal white interiors and individual touches such as four poster beds, wrought iron tables, water hyacinth chairs and mother of pearl encrusted drawers and mirrors. The boutique, hand-picked profile of the resort was a good fit with Harrolds' brand profile, she said.

"The Elandra Mission Beach was an excellent fit because it suited our criteria. It's a boutique resort in a beautiful and remote location, with excellent facilities that will appeal to our client base. The Elandra has a sense of exclusivity and luxury."

"This is the first interstate, remote location photo shoot that Harrolds has undertaken. We'd decided on a concept that has a global positioning but that kept the domestic market in mind. It had to be believable but also the location had to appear international. Our colour themes were blue, white and green and The Elandra has that in spades, with the beautiful views and the forest setting."

By Belinda Smart