Stardoll Harrods

Stardoll reveals virtual Harrods store uniting the real and virtual fashion worlds of its 200 million users


By The Drum Team, Editorial

October 19, 2012 | 2 min read

Stardoll Media is to launch a virtual Harrods store through its online community for girls, Stardoll. The partnership will allow for the 200 million young fashionistas using the online community to get the same outfit for their virtual self as they can in store.

The online promotion includes brand ambassador avatars Simon and Fiona, a Harrods club, in-store mood books which link directly to, and wish list e-cards. The social media driven campaign will also incorporate Facebook, Twitter and Pinterest touchpoints throughout, and the partnership will also be supported by a full range of co-branded promotional placements online and on mobile.

Timed to coincide with Harrods opening two new Junior Collection rooms the Stardoll Harrods store will house the latest youth collections from high-end designer brands such as Chloe, Galliano, Sonia Rykiel, Versace and Cavalli. Stardoll has recreated the Harrods shopping experience right down to having virtual goods delivered in Harrods branded bags.

The partnership launches on Saturday 20 October with a ‘mini fashion festival’ taking place in the Junior Collections rooms featuring a host of special events laid on by the luxury brands.

Stephen Molloy, SVP of sales at Stardoll Media, commented: “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.”

Head of childrenswear at Harrods, Torly Grimshawe, added: “This is a wonderful opportunity to raise our profile in the virtual fashion world, at the same time as enabling our younger customers to interact with their favourite brands in a completely new way.”

Stardoll Harrods

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