Harrods launch sale with flashmob

The familiar green uniform of the Harrods doorman proved the inspiration as the store launched its summer sale today.

Harrods launch sale with flashmob

The familiar green uniform of the Harrods doorman proved the inspiration as the store launched its summer sale today.

A flashmob-style routine featuring more than 100 dancers greeted eager bargain-hunters and curious passers-by as security guards, photographers and members of the public joined in the three-minute street dance.

Crowds peered from vantage points and hoisted camera phones into the air to get a better view of the dancers, outside Harrods’ door number five in Knightsbridge, central London.

Store bosses decided to dispense with the traditional glamour of previous sale openings for this year’s event, swapping celebrities and the red carpet for the dance troupe, who had been practising for around six weeks.

Consumer affairs director Katharine Witty said: “We’ve had a traditional first day of the sale opening for more than 25 years now, and this year we wanted to create something really different – an amazing dance routine.

“The green man is an international icon. We kind of forget that in Harrods. We are such a famous store with so much history and so much heritage, we sometimes forget that the green man and that idea of service for shoppers is something that Harrods invented, and it is recognised all over the world.”

She added: “We wanted to have a fresh take on that and really bring the brand to life.”

Harrods launched a preview of the routine on its Twitter and Facebook profiles in the last 10 days, with more than 2.5 million views.

The start of the summer sale represents one of the most important trading days in Harrods’ calendar, with the women’s shoes and handbags sections among the most popular.

The sale lasts for three weeks.

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