There are a number of external communication channels a business can utilise to reach its intended audience, including a company website, marketing materials such as posters, advertisements, emails and telecoms. For Harrods the communication of its luxury brand and values is particularly important in reaffirming that it can cater for every level of luxury. Harrods uses social media to demonstrate that not only can it cater for everyone, but that it is much more than just a famous store. For many of its customers, Harrods represents special moments in time they have shared with family and friends - for example, bringing their children to see the Christmas window displays for the very first time.