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...
Alberta Ferretti
Alice by Templerley
Amanda Wakeley
American Retro
Annoushka
Aussie Bum
Aveda - Only in Leeds and London store
B.Tempt'd
Badgley Mischka
Bare Escentuals - Only in Leeds and London store
BCDG Max Azria
Black Halo
Braza
Burberry
Burberry Brit
BVLGARI
Carrera
Champagne Nail Bar
Chanel
Clarins
Clinique
Creme De La Mer
Creed
Czech & Speake
Dolce & Gabbana
Dolce & Gabbana Sport
Davek
Denim & Thread
Dior
Dior Homme
Dolce & Gabbana Gym
Dom & Ruby
EDA - Only in Leeds, London & Manchester store
Elixir by Lejaby
Elizabeth Arden
Eres
Ermenegildo Zenga
Espa
Estee Lauder
Fashion First Aid
Fendi
Fracas
Fullum & Holt
Grey Flannel
Halston
Helen Kaminski - Only in Leeds. London and Manchester store.
Hermes
House of Holland for Levis - Only in Leeds and London store.
Issey Miyake
J Brand & Christopher Kane
Jean Paul Gaultier
Jets
Jezebel by Jade Jagger
Julianna
Juliet Dunn
Karmissie
Kenzo - Only in Leeds and London store.
Laark
Lancome - Only in Leeds & London store.
Lejaby
Levi's Made & Crafted
LNA
Loewe
MAC
Maxmaras
Mimi Holiday
Miu Miu
Mor
Myla
Nails inc.
Narciso Rodriguez - Only in Leeds and London store.
Nat F
Nicole Fahri
Nigel Hall - Only in Leeds and London store.
Oliver Peoples
Outpost
Pal Zileri
Paul
Paul & Joe Sister
Percy & Reed
Police
Poste
Prada Linea Rossa
Princesse Tam Tam
Pucci
Reilly
RM by Roland Mouret
Rock & Republic
Rosebud Perfume Company
Seneca Rising
Shavate & Brow Bar
Shu Uemura
Sigma Skin
Simone Perele
Sisley
Siwy
Something Else - Only in Leeds and London store.
Step 2wo
Temperley
Th Gallery
The Dress Gallery
Tiffany
Timex
Trish Mcevoy
Tween
Twisted
U Boat
Unbro Fabric of England
Van Cleef & Arpels
Versus
Viktor & Rolf
Welder
WESC
Wessex
Yo! Sushi
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:
High end
Show-stopping
Inspiring
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.
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