RE: Caterham Harrods edition
Discussion
Ozzie Osmond said:
Tat-shops? There's another one just round the corner from Selfridges, brought to us by the same people who enhanced the motoring world with their own "Harrods Special Edition" (pictured earlier),
It's a slightly different business model than 'brand association' where the two brands need to have strong client crossover in order for value to be generated. That shop is just free brand marketing to global eyeballs (assuming the entity which is renting the brand license is able to vend enough tat to kids from overseas. It reminds me of the Ferrari shop in Buenos Aires, it's not for the locals but for tourists. Many of whom I very much doubt have ever heard of Fangio.
The Caterham tie has logic also as it is an Asian owned business, looking to expand the sale of its British product to Asian high end consumers, a target audience that is a huge demographic of Harrods in London and also Harrods Online and the expanding physical presence of Harrods in Asia.
But Morgan tieing up with Selfridges is on par with H&H having a pop-up store at Bluewater!
Odd. Plus they should have gold plated the wheels for full effect. It is about as unHarrodsy as you can get in automotive terms. A good April Fools gag and maybe something that the PR department can make hay with. But otherwise an irrelevance compared to the sublime purposefulness of a 420R.
CS Garth said:
DonkeyApple said:
Limpet said:
I am genuinely struggling to understand who the target market is for this.
Buyers in Asia. Harrods have been expanding in China, Singapore and HK the last few years. I'm sure Fernandez is expecting most of the customers to be new Asian money Middle East - too hot. Russia - rubbish roads.
It's designed to sit in the shop as a talking point and possibly be bought as a key ring by a dozen or 2 global nomads who want it like my gran wants a tin of harrods biscuits - to say you've been there
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