HARROLDS

COMPANY PROFILE:
History of the Brand through to Current 

l Founded by John and Theo Poulakis brothers in the year 1985

l Specialise in luxury menswear and accessories.

l  Australian based stores, Sydney and Melbourne

l  Harrolds offers a variety of brands including Tom Ford, Balmain Paris, Alexander McQueen, Balenciaga Paris and Comme des Garcons.

l  Harrolds offers a made to measure service as well as a lounge area as customers browse the luxury store.

l     Harrolds has also developed a reputation for its customer service.


COMPANY STRUCTURE:
(Management hierarchy, employees, company mission & goals)

Target Market

l  Ages 30 and over

l  Men

l  High class

l  Business Men



Product Categories
(Look and feel of branding collateral in relation to typography, signage, website, advertising layout and so on)

Harrolds is an high end menswear luxury store selling a whole range of famous designer brands.

Because Harrolds is based on a luxury mens store, specifically in clothing and accessories, its brand creates a very dominant and masculine feel towards it. With its use of black, white, silver and gold. Such use of bold opposite colours throughout the store and signage. I believe that the use of gold has been used to symbolise precious, and known to be as first prize which again relates back to Harrolds being a menswear clothing store. This is also similar with the use of silver, and how lustrous it is. Both these use of silver and gold imply strong, powerful as well as classy.






Current Interior Plans and Spaces
(Brief description of the current floor/shop/selling/showroom set-up, photos, floor plans)


l  Harrolds exterior as well as interior is very masculine with its use of straight sharp shapes and use of rectangles, for instance the door being very tall and rectagular shaped with the use of black.
l  Use of contrast with the use of black flooring and white walls
l  Clothes hanged on the sides of the wall, and use of wall washers spotlights directly on the product, this portrays the product calling the buyer as the spotlight is directly
on the clothing.
l The interior space is divided into rooms, sections based on different designers. Each room seems like a closet of your own.
l Some of the shoes are placed on the floor directly underneath the clothing hanged against the wall, with use of labelled designers names amongst the product.
l  Use of big long mirrors.
l  Use of a big pendant in the centre of the store, which reflects back on luxury. Whereas, everywhere else just has strip lights amongst the shelving and use of down lights.
l  Harrolds main use of colour throughout the store is such strong masculine luxurious colours of black, gold, white and silver.
l  The employees are all in black blazors and pants, and for women hair is tied back in a bun, keeping to its profession.
l  Towards the back middle of the store there is a lounge as well as a bar, small space whre the customer can relax perhaps have a drink, coffee and take their time to browse Harrolds collection.