By  on September 25, 2013

LONDON — Harrods has become the first British retailer to launch an official WeChat account, giving users access to exclusive Harrods content and an opportunity to connect directly with the department store through the Chinese multimedia social network.

According to the store, WeChat has over 235 million active users, giving the retailer a chance to reach its Chinese customers, which it says is the most rapidly growing proportion of its international customer base.

The brand is offering an incentive to the first customers to sign up for Harrods WeChat, giving customers a chance to win prizes from Harrods’ special-edition Archive Collection.

“The WeChat launch provides Harrods with the opportunity to give our Chinese customers a more personalized service proposition,” said Harrods group director of corporate affairs Katharine Witty, adding that exclusive WeChat promotions will be rolled out for users.

The launch follows the Mandarin iPad launches of the Harrods Magazine app and the Harrods Times app, a luxury watch publication.

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