TABOO TABOO TABOO HARVEY NICHOLS BRAND JOURNAL DENA SEVERO
2
CONTENT INTRODUCTION ABSTRACT CLIENT -THE PAST , PRESENT AND FUTURE -RE-BRANDING STRATEGY -VISABILITY - MAREKT POSITION -SWOTS -PESTEL -7PS OF MARKETING PROPOSAL FUTURE CONCLUSION
3
5 6 10-11 12 13 14-15 16-17 18-19 20-25 26-31 32-33 34-35
4
INTRODUCTION Dena Severo, a Spanish student currently on my final year of BA Hons Fashion Media and Promotion at the University for the Creative Arts. I have experience in the photography industry, and completed my placement at a studio in central London. I believe visual communication and softwares are my main skills, I find myself understanding concepts and ideas better through imaging. I am also very stubborn, which in occasions, it becomes an advantage. I tend to create more challenges for myself, my goal? To complete them whilst battling with time.
5
ABSTRACT Picture this. You, you are walking down Times Square, New York in the 70s. What do you see? Lights blinding you from every direction and peep shows advertised everywhere you look at. What if, Taboo could give Harvey Nichols this edge in the most sustainable and fashionable way you could ever imagine? Taboo, is a new eco-friendly and exclusive clothing line for Harvey Nichols. A live peepshow with bionic mannequins and collaborations with 5 sustainable brands from all around. Five different outfits of different styles, for the young and fashion-driven customers.
Dare to peep?
6
TABOO HARVEY NICHOLS
7
8
CLIENT
9
PAST By 1874, Harvey Nichols occupied the entire block between Seville Street and Sloane Street. In 1889, the existing space was demolished to make way for a new, purpose-built department store. The building, as we know it today, was designed by CQ Stephens and built in stages between 1889 and 1894. In 1904, the location underwent a change of address to become 109 - 125 Knightsbridge.
A new Restaurant, Cafe, Bar and Foodmarket opened on the Fifth Floor, with a unique express lift that allowed for later opening hours after the main store closed. This concept proved immensely popular, earning Harvey Nichols a lasting reputation for fashionable fine dining and a Champagne lifestyle. 1996 - present In 1996, Harvey Nichols Group plc was listed on the London Stock Exchange, and launched the OXO Tower Restaurant, Bar and Brasserie on London’s South Bank. In 1996, a national expansion began with the launch of Harvey Nichols Leeds, followed by the first international store in Riyadh, Saudi Arabia, in 2000.
1975 - 1991 In 1975, a restaurant called Harvey’s opened on the Fifth Floor and was an instant success. By the 1980s, Harvey Nichols was a driving force in the introduction of mixed collections, encouraging the likes of Max Mara and Nicole Farhi to design a variety of pieces, rather than focusing on a single department. Princess Diana was a regular client and would reserve a spot at the back of the restaurant. In 1985, Harvey Nichols was bought by the Burton Group.
Today, Harvey Nichols has seven stores within the UK and Ireland, consisting of five large-format stores in London, Edinburgh, Birmingham, Leeds and Manchester, and two small-format stores in Bristol and Dublin. In addition, Beauty Bazaar, Harvey Nichols Liverpool is a unique beauty concept store, housed over three floors within Liverpool ONE. There are also five large-format stores overseas: one in Riyadh, one in Dubai, two in Hong Kong and one in Kuwai
In 1991, Harvey Nichols was bought by Dickson Poon of Dickson Concepts (International) Ltd. Subsequently, the store underwent a transformative refurbishment.
10
CAMPAIGNS AND ANNIVERASARIES Many of Harvey Nichols campaigns are a huge success. The “Shoplifters” TV ad, created by Adam+Eve DDB, uses CCTV footage of shoplifters caught in the act, disguising their faces with animated characters. It was supported by a print campaign showing stylish shoplifters getting caught red-handed as well as in-store activity reminding potential shoplifters that they can now a get a freebie legally. Harvey Nichols launched its app. It is a digital-only rewards programme that offers customers exclusive perks and complimentary services for every pound spent in store. “The dress” (2012)- A 90-second spot features a standoff between two women who encounter each other wearing identical outfits at their company’s Christmas party. HN has also created a very special campaign in celebration of Vogue’s centenary issue - landing on newsstands on Thursday May 5 - featuring the first 100-year-old model to grace the magazine’s pages: Bo Gilbert.
PRESENT
Harvey Nichols Secret Forest Bar ........................................ An enchanted hideaway is popping up this Christmas, where you can enjoy ice-cream cocktails and snacks under the Northern Lights. Located on the Fifth Floor of our Knightsbridge store, the Secret Forest will take you on a journey through a mystical woodland complete with a never-ending night sky brought alive by the dancing lights of the Aurora Borealis. We have created a menui nspired by Nordic favourites, including kantarellmacka (mushroom and Gruyère toasties), köttbullar (meatballs) and kanelbullar (cinnamon buns), as well as ice-cream cocktails: Naughty but Nice, Merry Mudslide, The Sweetheart and Red Sky at Night.
FUTURE Harvey Nichols future projects consists on an exlusive clothing line. Collaboration fo 5 brands and a peepshow for the public to enjoy. An event a social media campaign, and dancing mannequines, ready to blow the audience’s mind.
11
RE-BRANDING STRATEGY The overall idea is to expand Harvey Nichols’ customer segment and to be more outgoing, to stand out from their classic style. Taboo is different, avant-garde and most importantly, sustainable. Making this, the perfect project Harvey Nichols has been routinig for. The new simple, yet efficient Taboo logo, will give them their new identity brand but without damaging their classic identity style. Taboo is not part of the luxurious brands, it separate from it all. It is a contemporary section intended for the young stylish and new into the working industry clientele.
TABOO 12
VISIBILIT Y To be louder, and to be seen. Having strong social media is key when promoting a new product or campaign. Therefore, the platforms promoting Taboo has to be sleek, and mysterious. Teasing the followers without giving anything away. It is important to be noticed. We want Harvey Nichols to thrive. The correct advertisement and products are crucial for it to happen. Harvey Nichols is increasing its visability to the younger generations through the social media platform, Instagram. It will also be advertised in store with curated brochures. There will also be an event to launch Taboo with an installation on the basement floor.
13
LUXURY
CLASSIC
TRENDY
HIGH STREET
14
MARKET POSITION It is crucial for a business or company to know where they stand on a market position map. In order to improve they need to research their competitors and place them on the map to visualise it all. Harvey Nichols biggest competitors are Harrods and Selfridges. Plotting them on the graph along other brands is helping situate where Harvey Nichols stands today. As we can see, Harvey Nichols is in between classic and trendy. We’ve placed Selfredges on the the far right (trendy) as they are very modern and do work on their sustainability issues. Harrods is on the far left (classic) as they still remain with their classic identy style and has not changed to match the contemporary lifestyle from today. With that said, Harvey Nichols is situated between both, as they want to be both without loosing their style and reputation; Taboo will benefit Harvey Nichols with the extra push, combining both ends and situating them at the top.
15
STRENGTHS
WEAKNESSES
Harvey Nichols have strong internal factors such as: The devotion they have with their customers in store. Their animal sourcing principles, adopted the Sustainable Luxury Working Group animal sourcing making them committed to sustainable and responsible practice across all areas of its business, and ethical sourcing.
Harvey Nichols internal weakness consist on: The store is very big, it has 7 floors, yet it feels like everything is very close tother and very cluttered, it could be organised better. Also, they want to focus on their youth customer yet there is not that much for them.
INTERNAL FACTORS
INTERNAL FACTORS
EX TERNAL FACTORS
-
EX TERNAL FACTORS
All stores within the UK and out are the same style, simple and modern is good but in order to keep up with the competitors, Harvey Nichols could renovate/re-design their strore layouts.
Harvey Nichols main external stregths are: Their well-built reputation. Their connections and position, giving them the chance to get international supply of luxurious brands.
OPPORTUNITIES
THREATS
INTERNAL FACTORS
INTERNAL FACTORS
Harvey Nichols has opportunities within the store based on sustainability: They could be more environmentally friendly with their energy and paper, even when creating displays use everonmentallly friendly supplies.
Harvey Nichols’ threats could be: Some high end brands are being judged by their ethics and practices, perhaps stop suppling such brands that are harming the environment and focus more on other brands that are aware of these issues and are working on them.
EX TERNAL FACTORS
EX TERNAL FACTORS
External factors could apply to: Potentially supply new brands in store, sustainable brands perhaps.
The currency values are dropping and rising, with Brexit, the sterling pound keeps droppong against other currencies. Potentially, losing profits by it. 16
S.W.O.T 17
FACTORS AFFECTING FASHION
P
POLITICAL
E
ECONOMIC
Geographical Fashion itself is already a large Instability part of the global economy. Terrorism Sales affect profit. Brexit Currency values dropping. Child Labour Labour under Minimum wage.
18
S
SOCIAL Main Target: Millenial Generation Good quality and low prices are on demand. New techniques, fast fashion has brought quality and prices into their stores, affordable by everyone.
T
E
TECHNOLOGY
ENVIRONMENTAL
Affecting sales, customers now research before buying and going into store. Customers, now purchase more online than in store.
Brands are only now aware of their carbon footprint. There is too much textile waste as well as water contamination with chemicals.
19
L
LEGAL Ethical and labour laws. Design copywrights.
7PS OF MARKETING 20
P P
PRODUCT
The Product, as a sustainable clothing line created by Harvey Nichols and designed by 5 sustainable brands. Them being, Misha Nonoo, Reformation, Jeu Illimite, Boyish Jeans and CHNGE. Only produced by and sold at Harvey Nichols.
PRICE
Taboo’s price range varies from brand to brand. Some are 3 digit figures and other a 2 digit fugure. Taboo is for the younger generations to wear, so they cannot be high street priced but not haute cuture either, its mid-point from both ends of the spectrum.
21
P
PROMOTION
They way we will be promoting the clothing line is through; social media platforms with a curated feed, and an event (which will be private, only people with prepaid ticket allowed), and brochures that will be available in store. In addition, the windows will be curated too, with the collaboration of the artist Tracey Emin. Windows with peepholes for the people to look through. A projection of her neon art work will be on the wall, followed by the Taboo logo and then the basement floor, to indicate where it is happening.
WINDOW EX AMPLE PROMOTION
TABOO
BASEMENT FLOOR
22
P P
PL ACE
Taboo will be taking place exclusively at Harvey Nichols Knightsbridge, London. Its in a major city, has a big cultural mix, full of young-into-fashion people and is the original Harvey Nichols building.
PEOPLE
This particular line is aimed at young, fashion driven, social media guru, and fresh into the working industry. Age: Early 20s to Early 30s.
DIGITAL SAVANT
CURIOUS TRAVELLERS
NEW FEMININE
-139 million are female -The product of China’s onechild policy
-74 million Chinese people live in tier 1 cities -Regions: Beijing, Shangai, Guangzhou and Shenzhen
-Regions: Saudi Arabia, UAE, Kuwait, Qatar and Bahrain -Often heiresses live the moment
Sociable and adventurous, seeks moments that can be shared digitallly, is a style leader in her peer group
Highly educared and well- travelled, favour international brands and demonstrate their success through spending habits.
Progressive cool-hunters, like personalisations and seek out independant designers and emerging luxury brands
AVERAGE AGE: 28
AVERAGE AGE: 32
23
AVERAGE AGE: 28
P
PROCESS
The way this will happen is through a permanent installation in store, called Peekaboo. A circular room within the floor located on. This room will have 6 booths, 5 on the surrounding and the 6th booth will in the centre. The 5 booths will have a stage where the bionic mannequines will be dancing with an outfit of the collaborating brands.
OUTSIDE DESIGN
INSIDE DESIGN
24
P
PHYSICAL EVIDENCE
Peekaboo will be located on the lower floor, the basement floor as we know it. It is dark and edgy and fits quite well with the idea of a peepshow. The exterior walls of Peekaboo will be black with neon quotes from the brands and how they became an eco-friendly brand.
EX AMPLE: CHNGE
FOR CHNGE:
0% HARSH CHEMICALS
305 HARMULF PESTICIDES AVOIDED
500 GALLONS OF WATER SAVED
62% LESS ENERGY
70% LESS ACIDIFICATION POTENTIAL
100%
CARBON EMISSIONS OFFSET
25
26
PROPOSAL
27
WHY?
We all want to help the environment, and thats the main reason as to why this project has been brought to the table. Taboo is an exclusive sustainable clothing line for Harvey Nichols. Five new and sustainable brands will be collaborating in this project to create the Taboo collection. In addition, an istallation will be built on the basement floor at Harvey Nichols Knightsbridge, Peekaboo. This installation will bring the customers in as its a peepshow and one will only be able to see it in store. This way, the younger generations will get curious and will visit the store.
WHAT?
As mentioned previously, Harvey Nichols will have a new clothing line and a unique installation in store. There will be an event launching this event and a social media campaign along with it. For the event; there will be five sessions, and two time-slots a day. The only way to access this event will be buy purchasing a ticket in store when shopping at Harvey Nichols. These tickets will not be for sale on the event dates. Meaning, only pre-paid ticket accepted. There will be a bar, in which you will get a free consumption with your ticket. During the peepshows on the event dates, the mannequins, will be animatronic. These mannequines can be customised at a british company called, ADM UK Ltd. This company consults in depth with their customers to understand their exact design concept and market positioning and create bespoke animatronic mannequins to suit the unique identity of the brand. These mannequines will be placed on a moving track that will go from booth to booth, and customised to dancing with the outfits on. Giving the audience the show of their lives, by robots. These mannequines will be limited time only, once the line is officially launched, the mannequins will be still-live. 28
Above, compilation of the five mannequines wearing the collaborating brands’ outfits. (These are just animations, they are not the customised mannequines from ADM UK Ltd.) 29
30
HOW?
Through the arquitectual software programme SketchUp, I have created a 3 dimensional model of the installation Peekaboo. A circular room with 6 different rooms. Five of them being the booths with the animatric mannequines and one where the public will sit down and enjoy the show. Located on the basement floor at Harvey Nichols Knightsbridge. Followed after a thorough promotional campaign over the social media platform, Instagram. Teasing the followers with sneak peaks of Taboo.
WHEN + WHERE?
The Taboo clothing line will be launched on November 2021 at Harvey Nichols Knightsbridge first. If success follows, we will take Taboo and Peekaboo else where within the United Kingdom. For the event launched, as mentioned, there will be five specific days. The 27th Nov, 04th Dec, 05th Dec, 11th Dec, and the 18th Dec. A week after the last event, Harvey Nichols will proceed to officially open and sell Taboo to the public.
WHO?
The brands involved in Taboo are brands from abroad, some are emerging ones; including Jeu Illimite, CHNGE, Misha Nonoo, Reformation, and Boyish Jeans. All sustainable brands. These brands are aimed at the younger public. With reasonable prices for the young consumers entering the working industries but also for Harvey Nichols to make a profit out of it.
31
FUTURE Taboo will offer many benefits for Harvey Nichols. It will attract the clientele they are wanting the most. It will create new style, it will add more edge to the brand and it will be something unique. The future of Taboo and Peekabo are meant for the long run. Every season, A/W - S/S, five different sustainable brands will collaborate together to design a new collection. Every season, there will be an event to launch the new collection. Twice a year, the animatronic mannequines will be on a stage to show the aundience the new clothes, and after the event is launched, the classic mannequines will take over throughout the season. We believe Taboo will become a huge success, withing the next 5 years, Taboo will have 10 collections to offer and Harvey Nichols will have potentially 50 new brands to supply.
32
33
34
CONCLUSION Taboo is the clothing line that will bring Harvey Nichols’ target audience into the store. A sustainable collection presented in the most edgy and unique way ever experienced. A combination of one of the top industries in the world, fashion and the perversion of peepshows, all brought together into one. With advanced technology bringing mannequines to live and an exhibition to raise awareness of how the collaborating brands are sustainable today. Who said men are the only ones to enjoy peepshows?
35
36
REFERENCES Information gathered from the official Harvey Nichols website: https://www.harveynichols.com/about/the-history/ 100 years old model on Vogue (including image): https://www.vogue.co.uk/article/harvey-nichols-100-year-old-model-campaign CCTV Theft and The Dress campaign on Campaign: https://www.campaignlive.co.uk/article/harvey-nichols-five-best-ads-adameve-ddb/1459472 CCTV Theft Campaign images: https://www.bronco.co.uk/our-ideas/harvey-nichols-uses-real-cctv-footagefor-their-lovefreebies-campaign/ Neon Quotes by Tracey Emin Never Again! https://se.royalacademy.org.uk/2017/artworks/tracey-emin-ra/22 The Time is Now! https://paddle8.com/work/tracey-emin/52515-the-time-is-now/ Trust Yourself https://www.pinterest.es/pin/606297168566731783/?lp=true Market Position and PESTEL Images: https://www.google.co.uk/imghp?hl=en&tab=wi&ogbl Neon Signs Face The Facts Baby, Future, Live Show and Exit: https://www.google.co.uk/search?hl=en&tbm=isch&q=neon+signs&chips=q:neon+signs,g_1:aesthetic:Tt1f3k4i7d8%3D&usg=AI4_-kS_kyLv2wzx6Jjt0QKaaoQCjCaGcw&sa=X&ved=0ahUKEwjMrt6e2fvmAhUBDmMBHe_QCjoQ4lYIKSgA&biw=1577&bih=820&dpr=1.8
37
DARE TO PEEP?