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Harrods Turns Up the Lights for Diwali — and the Business Follows

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Harrods Turns Up the Lights for Diwali — and the Business Follows

With Indian footfall up 50 percent during Diwali season, the Knightsbridge store adds exclusive Gaurav Gupta couture and an expanded gifting edit.

LONDON — This week Harrods and Gaurav Gupta hosted a theatrical couture evening inspired by the Ramayana, blending fashion, movement, light and storytelling to mark Diwali. The evening anchored the Indian couturier’s showcase of festive wear, which is available in a private suite at the Knightsbridge store through Nov. 2.

The showcase is the fashion centerpiece of a storewide Diwali campaign that runs from October through Nov. 8, with a special Diwali Gift Box, live music, retail theater activations and a Diwali-inspired light display on the facade. It also has a commercial logic. Diwali now sits in the top tier of Harrods’ cultural calendar, alongside Christmas, Spring Festival, Ramadan and Eid, and the retailer is investing across fashion, beauty, gifting and food to meet a customer who is turning up in growing numbers.

“The standout figure is a 50 percent footfall growth on Diwali itself among our Indian customer base,” said Rachel Bright, director of marketing at Harrods. “This demonstrates that Diwali is no longer just an occasion on the calendar, it is a key engagement moment for many customers of Harrods. More importantly, Diwali also serves as an important gateway for customers to discover the breadth of our offer across fashion, beauty, gifting and hospitality, creating opportunities to build longer-term relationships with both local and international audiences.”

The Diwali shopper at Harrods is not a single profile.



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