Harrolds is Australia’s Luxury Department Store. Offering an internationally renowned shopping experience, the flagship department stores at 101 Collins Street Melbourne and Westfield Sydney showcase an unequalled selection of the world’s most coveted fashion.
25 years after launching Harrolds as a classic mens suiting store, 3 Deep were commissioned to reposition the brand for future growth and solidify the brands position as a leader within their category. With market demand driven by a booming upper middle class and a younger, more affluent, fashion educated luxury consumer, it was imperative that we clearly defined the strategic vision and values of the brand before developing a creative response. In recognising an opportunity to own the position as Australia's only Luxury Department Store, our creative strategy was built upon ideas of masculinity and empowerment.