Samsung follows Apple into luxury department store marketing

Yes, this wasn't cheap. Photo:

Yes, this wasn’t cheap. Photo: Mobile Today

It’s well known that Samsung is happy to take a bit of inspiration from Apple when it comes to the look and feel of its mobile devices, but it’s also willing to splash the cash to try and match Apple’s strategy of establishing itself as an upmarket designer brand.

At a time when Apple is focusing on getting its Apple Watch sold alongside luxury fashion brands in department stores, Samsung’s new Galaxy S6 and S6 Edge smartphones have popped up in full-window displays as the chic Harrods store in London, where they will be displayed until April 26.

Referred to by Samsung as the “Experience Innovation at Harrods” campaign, the promotion involves two sides of the Harrods storefront, signage throughout the store, lobby wraps, and digital screens showing off Samsung technology exhibition in a dedicated gallery space on the second floor.

While there is no doubting that smartphones and other tech gadgets are hitting a critical cultural mass they never had previously, the timing is certainly interesting given the fact that Apple is trying to do exactly the same thing with its in-store marketing, under the retail expertise of ex-Burberry CEO Angela Ahrendts.

Still, after seeing its mobile division falter over the past year, it makes sense that Samsung would pull out all the stops to sell its next-gen smartphones.

Source: Mobile Today