Harvey Nichols - Store/ Brand Identity

Harvey Nichols is a department store housing the creme de la creme of brands and boasts an exclusive shopping experience.

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.

Brief1 - Experimental Formats.2 by Roger Fawcett-Tang - Scans

A range of books, catalogs and brochures investigating proportions, packaging, formats, materials, printing, folding, binding and interaction.

Harvey Nichols Look Book

I have actually found an existing look book made for Harvey Nichols by Studio Baron. I can't tell weather it is just someones personal project or it has actually been used in store. This is one because there is no documentation or even mock ups of how it would sit in store and secondly I personally don't think its actually reflects the high end quality that Harvey Nichols stands for.

It seems to be made from very low quality stock, almost resembling newspaper-esque paper in some images. The layout is 'nice', but nothing to write home about.

I would say that Harvey Nichols as a store reflects the quality and standard work I would like to produce. I don't feel like this lookbook does the store justice and therefore perhaps you could say I am redesigning the lookbook.

The general idea of this brief is to get across my designs to the luxury market bu using print finishes, experimentation of stock, textures, interactivity and an inspiring book overall.

The caliber of people who enter and purchase from Harvey Nichols want to feel exclusive, special and they want the overall experience within the store.


So what would a busy business woman for instance want from their shopping experince?...

'The Perfect Shopping Experience':

1. Polite staff
2. Helpful staff
3. information about the products.
4. Quick and easy experience.


With this in mind my look book will aim to adhere to these standards. Obviously polite staff is not going to be helped by a lookbook, however the lookbook could definitely be helpful and ensure a quick and easy experience for the customer by informing them of where things are, what's on trend, hints and tips etc.

Elle - Magazine Contents

FASHION NOW - shopping list

COATS

NEW MODELS

EXERCISE

FREE HAIRCUT

INFLUENTIAL WOMEN

ELLE LOVES

STYLE SPY - GUCCI

WORK WEAR

LABELS YOU'LL LOVE

JEWELLERY

CELEBRITY INSIGHT

FUTURE OF FASHION

FEMINISM

MY LIFE IN BOOKS

ENTERTAINMENT UPDATE

JOAN COLLINS INTERVIEW

WOMENS ASPIRATIONS

CELEBRITY INTERVIEWS

REAL LIFE STORIES


It is obvious that Elle is a very high end magazine with about 65% of its contents being advertisements for major brands such as Gucci, Tiffany & Co, Karen Millen, Aldo, Pandora, Guess, to name just a few. The front of the magazine is more heavily populated with advertisements than the back. Towards to back there are more articles and classic Elle style stories. As a whole the magazine gives a thorough impression of a certain lifestyle, and shows that the fashion world is just that, a whole world, a lifestyle and for some possibly a Bible.

CONTENTS THAT ARE MISSING:

Although Elle is a very high class magazine, showing the creme de la creme of fashion and designers, I think perhaps what could be missing is a more 'economy friendly' section. Whilst still keeping the whole feel of the magazine to the highest standard some of its customers could feel somewhat isolated form this lifestyle in the current climate.

BRING AMAZING STYLE AND FASHION TO THE MASSES.

A 'credit crunch' style insert could help connect the gap between high end designers and affordable fashion. Creating a small insert that shows how high street can be made to look high end could help the audience to interact more with the magazine and show how the 'real woman' can style themselves in sometimes what seems like a dream-like world.

Print Finishes

Found this really interesting and thorough analysis of print finishes on this blog http://r-withers0710-dc.blogspot.com/2009/11/print-finishes.html 

Print finishes

Finishing is a process applied to a design’s substrate, or surface, that can provide your work with a specific look and feel, add decorative elements, alter its shape and size or provide functionality and presentation enhancements. Finishes can transform an ordinary design into something much more interesting and unique.

Below is a list of 8 various printing finishes (with images and links) that can be applied to your designs:

Varnishes

A varnish is a colorless coating that can both protect the substrate from wear-and-tear and enhance the look and feel of a design, or specific elements of the design (referred to as a spot varnish), with a glossy, dull or satin finish. Most magazine covers that you buy likely have a varnish applied to them — like the smooth, slippery-like texture that you feel on most magazine covers.

UV varnish example:

View other business cards of Graphic and Web Designers

Spot UV Varnish example:

Other types of Varnishes:

• Gloss — typically used to enhances photographs
• Matte (or dull) — helps improve readability; most used in the interior pages of publications
• Satin or silk — the middleman between gloss and matte; not too glossy, not too dull
• Neutral — used to protect the substrate without the appearance of the varnish
• UV varnish — provides more shine than typical varnish; applied with an ultraviolet light
• Full-bleed UV — very high gloss effect; most common
• Spot UV — enhances specific parts of a design; can create a variety in texture
• Textured spot UV – creates a specific texture; ie: leather, rubber, etc.
• Pearlescent — provides more of a “luxurious effect”

Die Cut

Die cutting is when the shape of the paper is altered or areas are cut out to enhance the visual purpose of the design. Often die cuts are used to see beyond a page and onto the proceeding one.

Folds

Throw out Fold

A throw out fold allows extra space within a set sized publication. Think of the monthly centerfold image in Playboy magazine for a second (I swear I read them for the articles!) — the magazine, with its two-facing pages, allows the centerfold to be a larger (taking up 3 pages) by utilizing the throw out. The “third” page is folded over the second allowing it to fit within the two-facing pages.

Gatefold

Much like the throw out fold provides a third page to fit within a two-page spread, the gatefold allows a forth page. The left and right panels are folded inward and meet at the spine.

French fold

The french fold is an eight-page fold (4 front and 4 back panels) from a single sheet of paper that creates two right angles to each other. Most often used in invitations and announcements.

The Accordion fold

Folds that go in opposite direction to make save space and fit more content into a smaller whole. Most music CD inserts use this technique.

Roll fold

A piece of paper folded that has two or more parallel folds that fold in on each other. It may fold in from the left or right. To allow proper nesting of panels that fold in, inside panels are usually incrementally smaller than outer panels with the inside end panel being the smallest.

Learn how to properly fold paper for each one of the above folds.

Embossing and Debossing

Embossing (above the surface) and debossing (below the surface) is a stamping technique in which particular elements are three-dimensional and textured. This technique can be accomplished with or without (blind) the use of ink or foil.

Foil Stamping

Foil stamping, which is the process of pressing colored foil onto a substrate with a heated die, can add texture and elegance to a design. It can also be used as a mirror to show reflections adding to the overall effect of a printed piece.

(foil stamp w/ die cut)

Deckle Edge

More-or-less a paper treatment, as the edge or edges of the substrate is torn giving it a ragged, decorative look. If you’ve had any printmaking classes, you might be familiar with Rag paper; rag paper is high-quality paper that leaves the papermaking machine with is torn edges left as is.

Fore-edge printing

Printing technique applied to the outside edges of a publication that can give the appearance of color, display words, or create texture (ie: gold or silver).

Perforation

A ‘half-cut’ that allows parts of a substrate to be easily removed.

Remember, it is important to plan from the beginning if you would like to use any of these finishing techniques, contact your printer beforehand to fill them in with what you like to accomplish. Every printers will require you to setup your files differently to ensure the desired finish is accurate. Also, not every printer has the necessary tools to fit your “specialty” needs, while others outsource finishing options.

If you looking for a good online printer that will be able to assist you in the above finishes, I can attest to Jakprints. They provide a variety of servicesincluding laminating, binding, folding, perforation, varnishes, die cutting and custom embroidery and have always done a great job for me.