Harrods links with Pantone for colour campaign
Luxury department store Harrods has worked with Pantone to create a New Year marketing campaign that aims to inject some colour into the grey weeks ahead.
The Art of Color campaign has seen Pantone creating a bespoke spring 2019 colour palette for Harrods with eight tones for the “darkest time of the year” to be used to promote fashion product, accessories, beauty and interiors product this month and next.
“Harrods celebrates colour as a universal language to transform, to diversify, to update, to represent and to beautify. Colour connects us, it defines us; it is inclusive, inviting and confident,” the company said.
The campaign is being seen on its website and at its store in Knightsbridge, London, as well on its social media channels. In the physical store, there are themed windows and in-store vignettes with the company calling out designer fashion, high-end beauty and homewares products that match each hue.
So what colours does the palette include? They’re fresh but soft and suitable for transitional product, rather than being excessively bright, with the time of year lending itself to subtler hues rather than the power brights that work well in the summer months.
Peach Bloom, for instance, is an update on the popular millennial pink, and Sloe Gin Fizz plays on the trending rose gold tone. Meanwhile Indian Tan is a neutral with overtones of the warmer weather to come and Honey Yellow “evokes a sense of comfort and relaxation.” Easter egg is inspired by a classic periwinkle blue and, again, looks ahead to a big shopping season to come, while ruddy Crabapple has a “gently unassuming appeal”. Surf Spray is a cool tone that would work well for those affluent shoppers who can get away to warmer climes and the mossy green Laurel Wreath eases consumers into early spring. Finally, Silver reflects the metallics that are key for the new season.
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