Emerging British shoe brand Harry’s of London created a hyper personalised event at London Fashion Week Men’s to impress press and buyers.
They have created a ‘Harrys man’ who will in theory relate to their customers and allow the consumer to feel connected to the brand though similarities with the ‘man’.
The way in which the press presentation was shown, allowed press and buyers to see who the ‘Harry’s man’ is and what he does. This allows the brand to tailor their designs to various people but makes them all feel as though they relate to ‘Harry’ in some way.
The First room displays a pool table, with a city skyline, glass of whiskey and cigarette on the side. Creating the image of a man who likes to socialise, who goes out with friends. This room was offset with work shoes, belts and briefcases.
The second room, set up as a bedroom scene, with a pinball machine, punch bag and guitar with handcuffs, a bra and posters set up in the room to create an intimate feel to the room.
The sexuality was left ambiguous to allow the Harry’s man to appeal to as many people as possible.