At Underscore we love heritage brands and their stories. Earlier this month, Britain’s music retailing titan arrived back on the high street, a stones throw from our office.
92 years after it first opened, HMV has returned to its original home at 363 Oxford Street.
On the 18th October 2013, Paul McCartney performed at the reopening of the music retailers flagship store, famous for being the place that Brian Epstein finally got The Beatles noticed.
Originally opened in 1921 by Sir Edward Elgar, 363 Oxford Street housed the high street giant for 79 years. The store played host to performances from the likes of Madonna, Kate Bush and Run DMC, before moving in the year 2000.
With increased competition from the digital music revolution, and with debts of £150 million, the chain collapsed earlier in 2013 but was saved from complete administration by specialist retail investors Hilco in April.
To signal the come back and reposition the brand, HMV have embraced their heritage with a tagline that celebrates their 92 year history. Created by The Council, “The Home of Entertainment Since 1921” campaign was launched with the reopening of the iconic 363 Oxford Street location, complete with signage inspired by the original “His Masters Voice” logo, reflecting HMV’s renewed focus on going back to its roots.
Alongside reopening the flagship store, HMV’s fight back strategy also launched an APP, online store and YouTube Channel, recognizing and delivering to the new digital age.
His Masters Voice is once again appropriate, relative and current. Whoever said you can’t teach an old dog new tricks?