<\/p>\n
\n\tLONDON \u2014 This week Harrods and Gaurav Gupta hosted a theatrical couture evening inspired by the Ramayana, blending fashion, movement, light and storytelling to mark Diwali. The evening anchored the Indian couturier\u2019s showcase of festive wear, which is available in a private suite at the Knightsbridge store through Nov. 2.<\/p>\n
\t\t\t\t\tGaurav Gupta\u2019s festive season trunk show by at Harrods.<\/p>\n
\n\tThe showcase is the fashion centerpiece of a storewide Diwali campaign that runs from October through Nov. 8, with a special Diwali Gift Box, live music, retail theater activations and a Diwali-inspired light display on the facade. It also has a commercial logic. Diwali now sits in the top tier of Harrods\u2019 cultural calendar, alongside Christmas, Spring Festival, Ramadan and Eid, and the retailer is investing across fashion, beauty, gifting and food to meet a customer who is turning up in growing numbers.<\/p>\n
\n\t\u201cThe standout figure is a 50 percent footfall growth on Diwali itself among our Indian customer base,\u201d said Rachel Bright, director of marketing at Harrods. \u201cThis demonstrates that Diwali is no longer just an occasion on the calendar, it is a key engagement moment for many customers of Harrods. More importantly, Diwali also serves as an important gateway for customers to discover the breadth of our offer across fashion, beauty, gifting and hospitality, creating opportunities to build longer-term relationships with both local and international audiences.\u201d<\/p>\n
\t\tWho Shops Diwali\t<\/p>\n
\n\tThe Diwali shopper at Harrods is not a single profile. Bright pointed to strong engagement from U.K. audiences, including London\u2019s British South Asian community, alongside international visitors from India, South Asia and the Gulf.<\/p>\n
\u201cDiwali is one of the most vibrant cultural highlights on London\u2019s calendar,\u201d Bright said. \u201cThese customers are typically seeking exclusive pieces and experiences, exciting new beauty discoveries and thoughtful gifts. Our focus is on creating relevance and connection across these audiences.\u201d<\/p>\n
Harrods did not break out Diwali revenue or average spend. Bright said only that \u201cover the years, we have seen continued growth in customer engagement and demand.\u201d<\/p>\n
\t\tBeauty, the Food Halls and the Gift Box\t<\/p>\n
\n\tBeauty and the Food Halls see the strongest uplift during the Diwali period, according to Bright, with gifting running through the entire customer journey.<\/p>\n
\u201cAt its heart, Diwali is a celebration centered around family, hospitality and the exchange of gifts,\u201d she said. \u201cWe see customers preparing for celebrations and social occasions through beauty, whether discovering new products, refreshing their beauty routines or getting ready for Diwali gatherings and parties. The Food Hall naturally plays a significant role as customers come together with loved ones to celebrate the festival of lights through entertaining and shared experiences.\u201d<\/p>\n
\n\tThis year\u2019s beauty program includes \u201cThe Saffron Skin Hour,\u201d a founder-led Ranavat masterclass on Oct. 28. In the Food Halls, the p\u00e2tisserie counter offers a Diwali Saffron Milk Cake inspired by barfi, while Harrods tea tastings and sampling from Viras and L\u00e4derach on the ground floor.<\/p>\n
\t\t\t\t\tThe Diwali gift box pairs No. 52 Masala Chai tea, dates, cocoa-dusted almonds, Ceylon cinnamon and turmeric with a Kama Kerala candle and chocolate gold coins. <\/p>\n
\n\tThe clearest signal of demand is the Harrods Diwali Gift Box. Sales \u201cexceeded expectations last year, leading us to increase volumes for this year\u2019s offering,\u201d Bright said.<\/p>\n
\t\tCouture on the First Floor\t<\/p>\n
\n\tIn fashion, Harrods is leaning harder into Indian designers and into exclusivity. The headline addition is a capsule of Harrods-exclusive couture pieces from Gaurav Gupta, placed in the first-floor eveningwear department.<\/p>\n
\u201cWe have continued to expand our Diwali offering, increasing our investment in Indian designers such as Verandah, 100Hands and Kartik Research across menswear and womenswear,\u201d says Simon Longland, director of buying, fashion at Harrods. \u201cThis year, we have also introduced exclusive couture pieces from Gaurav Gupta within our first-floor eveningwear department, further strengthening our occasion wear proposition. In the lead-up to Diwali, we have seen increased footfall from Indian customers shopping for the celebrations, particularly across partywear.\u201d<\/p>\n
\n\tLongland described a mix of South Asian designers, \u201cwho bring a distinct design perspective and craftsmanship,\u201d and established international luxury houses, aimed at \u201cmaintaining a strong point of difference in the market.\u201d<\/p>\n
\t\tAhead of the Holiday Peak\t<\/p>\n
\n\tBecause Diwali lands just before the Christmas rush, it has reshaped the store\u2019s fourth-quarter planning, particularly for eveningwear.<\/p>\n
\n\t\u201cDiwali is an important moment in our [fourth-quarter] trading calendar, particularly for eveningwear and occasion wear,\u201d Longland said. \u201cWe have increased stock across selected Indian designers to respond to demand in the lead-up to the celebrations.\u201d<\/p>\n
\n\tThe campaign peaks over the festival weekend, Nov. 6 to 8, when a specially created Festival of Lights display will play across the Brompton Road facade from 4 p.m. each evening.<\/p>\n
\n\tThe lights go dark after Nov. 8, but Harrods is betting the relationships will last. \u201cLong-term success is measured not by a single transaction, but by building an ongoing relationship,\u201d Bright said. \u201cUltimately, this transforms seasonal shoppers into year-round customers who return to discover new collections, beauty launches and unique experiences well beyond the Diwali season.\u201d<\/p>\n
#Diwali #Key #Business #Moment #Harrods<\/p>\n","protected":false},"excerpt":{"rendered":"
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