MORUZZI
RED BULL
HARRODS
BRAND STRATEGY
LONDON
2024
I redefined Harrods’ own-label brand identity by anchoring it in a future-facing vision of inclusive, aspirational luxury. By combining behavioural insight with hard market data, I repositioned the brand to stay true to Harrods’ heritage while connecting with a global, modern audience.
SUMMARY
I worked with Harrods to redefine their own-label brand identity, crafting a future-facing vision that connects the heritage of Harrods with a new, inclusive, and aspirational luxury positioning.
CHALLENGE
Harrods’ own-label fashion collection had lost its edge, becoming too safe and disconnected in a rapidly evolving luxury market. I needed to reposition the brand at its core, ensuring it stayed culturally relevant while staying true to its global prestige.
SOLUTION
I applied behavioural psychology to understand how consumers seek belonging and identity in luxury. I identified a cultural shift toward inclusive, casual luxury, as seen in brands like Moncler. Anchoring the strategy in hard data—market shifts, consumer sentiment—I redefined Harrods’ core messaging: “All Things for All People Everywhere” became a foundation for a brand ethos that celebrates global belonging. This new strategic platform is guiding the future of Harrods’ own-label, ensuring it stays relevant, aspirational, and emotionally connected to its audience.
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