There are 12 Harvey Nichols stores universally with 7 here in the UK and 5 abroad in Turkey, Dubai, China and Saudi Arabia.
With this in mind creating a lookbook of such a high standard and rolling it out to all of its stores would seem like a possible outcome if it were to be a success.
For thorough research purposes I will be designing this look book to debut in the Leeds store.This way I will be easily able to visit the store and get primary research. I can also gather existing leaflets, brochures, labels, and any other type of freebies to help me identify their corporate identity as thoroughly as possible.
Here is some initial image research:
Ok so Leeds Harvey Nichols is 15!
Maybe I could incorporate this into my design?
Also looking at the lists of brands that they stock, there is noticeably more available in store than can be ordered online. Which, to be honest I thought this would be the other way round. You would think that you could buy everything online, I guess this just shows how exclusive they are and how they don't have huge warehouses crammed with overstock.
Ok, so which clothing brands can only be bought in leeds and not online?...
This has taken me a couple hours of solid work because there are hundred of brands used by Harvey Nichols. It was a bit monotonous, however now I have a good solid list of brands and where they are stocked. I can use this as a feature in the lookbook and again appeals to the Harvey Nichols clientele because they want one off's and things that they aren't going to see other people wearing, convenience and exclusivity.
There was only 1 brand after all that that is only stocked in Leeds and isn't available to be bought online....Antonio Berardi. So I may make a feature of him in the magazine so draw peoples attention to his exclusivity.
The other brands that are stocked in the Leeds Harvey Nichols store and cannot be bought online are...
Alice by Templerley
Aveda - Only in Leeds and London store
Bare Escentuals - Only in Leeds and London store
BCDG Max Azria
Champagne Nail Bar
Creme De La Mer
Czech & Speake
Dolce & Gabbana
Dolce & Gabbana Sport
Denim & Thread
Dolce & Gabbana Gym
Dom & Ruby
EDA - Only in Leeds, London & Manchester store
Elixir by Lejaby
Fashion First Aid
Fullum & Holt
Helen Kaminski - Only in Leeds. London and Manchester store.
House of Holland for Levis - Only in Leeds and London store.
J Brand & Christopher Kane
Jean Paul Gaultier
Jezebel by Jade Jagger
Kenzo - Only in Leeds and London store.
Lancome - Only in Leeds & London store.
Levi's Made & Crafted
Narciso Rodriguez - Only in Leeds and London store.
Nigel Hall - Only in Leeds and London store.
Paul & Joe Sister
Percy & Reed
Prada Linea Rossa
Princesse Tam Tam
RM by Roland Mouret
Rock & Republic
Rosebud Perfume Company
Shavate & Brow Bar
Something Else - Only in Leeds and London store.
The Dress Gallery
Unbro Fabric of England
Van Cleef & Arpels
Viktor & Rolf
There are a substantial amount of brands that are sold in the Leeds store that aren't online. I could make this a big feature of the lookbook because as I said before, for the clientele of Harvey Nichols money isn't an issue, they want high quality clothes and they don't want to see everybody else in the street wearing what they have.
Walking into Harvey Nichols, there aren't any prices on show. If you want to know how much something is then you have to look quite hard or even ask a member of staff to look it up on the system. This shows how money isn't an issue for their clients. They come to the store to get what they want/need with no obstacles.
Here are some images of the branding and instore overall look, for example brands in the store, bags, leaflet, advertisements food, restaurants...
I would say three words to describe the brand identity would be:
My Lookbook needs to reflect and enhance this style. It somewhat needs to out stage the store, to attract attention, otherwise it will just get lost in the store. Perhaps there should be some in store posers, and POS to inform and attract people.