LG Display (CEO & Vice Chairman Han Sang-beom) has joined hands with global TV manufacturers at Harrods, one of the top premium department stores in the U.K., in an aggressive move to expand OLED TV markets in Europe.
The company will display premium OLED TVs with global TV makers such as LG Electronics, Panasonic, Philips and B&O at 10 show windows located on the first floor of Harot Department Store in London from July 29 to Sept. 1.
Harrods is a 170-year-old luxury department store famous for introducing only premium products. It is expected that LG Display will display OLED TVs at 10 show windows on the first floor, which usually displays representative products of luxury brands, to increase premium awareness of OLED TVs to ordinary consumers.
Because Europe is seen as an important region in premium markets due to high acceptance of new technologies, LG Display is planning to strengthen OLED trend in European markets through cooperation with Harrods Department Store. According to market research firm IHS Markit, Europe had an overwhelming market share in the first quarter of this year, accounting for 51.7 percent of global OLED sales. Its market share of OLED TVs in Europe is 59.1 percent, outpacing LCD TVs and solidifying its presence in the premium TV market.
In addition to the show window exhibition on the first floor, LG Display separately installed an OLED zone on the fifth floor. OLED TVs from various TV manufacturers will be displayed at the OLED Zone so that consumers can experience the products more vividly. POP, which summarizes characteristics of OLED technology, is installed in front of all products and delivers a common message that announces excellence of OLED.
LG Display put forward "Authentic Emissive Color," "Everywhere View," "Thinovative Design" and "Ocular Guard" as the four flagship attributes of OLED, which are most important in choosing TVs.
A reason why TV companies are joining promotion that emphasizes excellence of OLED panels rather than their own brands is because they want to expand OLED TV markets by sharing premium images of OLEDs.
"LG Display will promote premium value of OLEDs in Europe starting with U.K. and expand markets even more." said Vice President Oh Chang-ho of LG Display's TV business.
Meanwhile, during the event, LG Display will hold a donation campaign with Harrods. It will use up to £100,000 to protect children's eye health through a British charity organization, the National Organization for the Prevention of Child Abuse.