JD challenge by Rebekkah Obee https://padlet.com/40091314/h7uzzqci357dnwms Research padlet en-us 2021-01-12 12:22:21 UTC 2023-02-03 12:22:27 UTC hello@padlet.com 2020 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078225142 In 2020 Harvey Nichols chose to create a Tarot Card deck that customers could interactive with. You pick a card and on the back there is a fortune relating to that specific card.

The Tarot cards had 2020s animal on the front which was the rat.  The designs were minimalistic yet interact and had beiges and creams  and red to make the designs pop and to celebrate the traditional colours of the celebration.

]]> 2021-01-12 12:41:29 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078225142 Closer look at the Tarot Cards https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078242147 Front Design]]> 2021-01-12 12:47:36 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078242147 Closer look at Tarot Cards https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078243823 Back Design]]> 2021-01-12 12:48:13 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078243823 2019 40093349 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078267605 #NewYearNewMe
Traditionally, money-filled red packets are exchanged at Chinese New Year to symbolise prosperity in the year ahead, Harvey Nichols used this and created a year of the pig styled envelope. When customers interacted/tickled the envelope pig, the pig would then do a backflip to reveal a discount code that the customers could then use on their website.]]> 2021-01-12 12:56:09 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078267605 HN's Tone of voice 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078269466 HV feels very strongly about their brands values and their promises to their customers. Harvey Nichols' brand promise is to 'Stand out, to be unique... to be fearlessly stylish'. They state that their brand values are; 
- 'Devoted to Customers', 
- 'Obsessed with style',  
- 'Daring in delivery' 
- 'Playful in attitude'. 
The brand has set promises to each other within the business. A couple as examples are; 
- 'Honest and upfront communication', 
- 'Work and play together as one', - -- - 'Support to build a career in the industry'. 
Not only have they made promises to each other, they made promises to their customers which are; 
- 'A welcome experience worthy of a 5 star hotel',
- 'Inspiration at every turn',
- 'Decadent and thoughtful packaging, whatever you buy',
- 'Impeccable service and style expertise for all'


]]> 2021-01-12 12:56:47 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078269466 40093349 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078292564 Harvey Nichols again used traditional colours for Chinese new years and kept the design minimalistic.  used a pop of pink for the paper pig and embellished their initials in a gold lining.

First year they used "Lunar new year" to reach out to more people and make the celebration more inclusive for customers of all ethnicities.]]> 2021-01-12 13:04:12 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078292564 2018 40093349 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078326937 In 2018  Harvey Nichols decided to celebrate traditional Chinese paintings in this style of campaign.

***Traditionally this style is known as Guohua. Guohua is done using a brush dipped in black or a coloured pigments, usually on paper or silk. The finished work can be mounted on scrolls and hung.**

the message on this campaign is clear and simple and straight to the point.
https://www.harveynichols.com/news/hk/happy-chinese-new-year-2018/

]]> 2021-01-12 13:14:01 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078326937 Marketing Strategy mtoccor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078415310 Established itself as a 'large boutique' rather than a department store.
what is essential for Harvey Nichols is customer service and part of the rebranding strategy was to improve their omnichannel approach creating a smooth flow of communication between physical and digital spaces (reward app   personal shopping assistant online : hero app )but also trying to make the customer experience less intimidating (which often happens in luxury retail)and the different concessions can be confusing for someone that has simply come in to buy one item. They try to create the same experience that align across the store.
Fore example in the beauty department all counters has a HN "ribbon" + the name of the brand.
HN aim to create a  more homogeneous space and experience and that's why all concessions are not heavily branded---- getting rid of the 'barriers'
Driving more people in the store through cafe,  grooming parlour, cocktail bar.

Hero App for shopping assistance : speak with an expert on HV shop floor from your phone. Gives advice, suggest looks you may like,  notify when the item is back in stock or a new item you my like arrive https://www.harveynichols.com/news/feature/hero-personal-shopping/ 
https://www.usehero.com/news/hero-recognized-as-top-global-digital-innovation-for-partnership-with-harvey-nichols/


https://youtu.be/50DEXlQ6hTw


Reward App : earn points to unlock rewards, sale preview and exclusive offers
https://www.harveynichols.com/rewards/
https://www.marketingweek.com/harvey-nichols-looks-to-create-agile-personalised-loyalty-scheme-with-app-launch/

]]> 2021-01-12 13:37:26 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078415310 HN Brand Identity 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078470891 2021-01-12 13:50:17 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078470891 Social Media mtoccor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078537333 Instagram: feels very HV, it's more about the aesthetic and they push the brands through still life images, runways. Like in store everything is very harmonious, there is not a partcular brand that will pop up, every brand campaign image they share is in line with HV aesthetic

Different instagram account for different locations and departments 
https://www.instagram.com/harveynicholsmen/?hl=en
https://www.instagram.com/harveynicholsfood/?hl=en
https://www.instagram.com/harveynicholshk/?hl=en

Facebook and Twitter: They mostly share the same pictues and video they share on instagram but they also link the url to purchaise the item on their website

]]> 2021-01-12 14:04:26 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078537333 40093349 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078575074 2021-01-12 14:11:50 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078575074 Harvey Nichols Campaigns mtoccor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078602588 Christmas 2011 Walk of shame
https://www.youtube.com/watch?v=kwxTf7NGVXg

Christmas 2012 Avoid the same dress disaster
https://www.youtube.com/watch?v=tWxK4ZqW4tw

The campaign for Harvey Nichols’ jewellery department features a Northern Bald Ibis wearing an expensive necklace
https://www.thedrum.com/creative-works/project/adameve-harvey-nichols-dead-rare


]]> 2021-01-12 14:17:08 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1078602588 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1101967871 2021-01-19 16:10:34 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1101967871 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1101977187 2021-01-19 16:12:13 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1101977187 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1101993026 2021-01-19 16:15:01 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1101993026 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1102104589 2021-01-19 16:34:49 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1102104589 Secondary Research 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1314764158 2021-03-16 09:55:12 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1314764158 Customer profile & target audience 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1314765673 2021-03-16 09:55:41 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1314765673 Marketing and Social Media 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1314766981 2021-03-16 09:56:07 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1314766981 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1314983760 2021-03-16 11:12:41 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1314983760 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1314985137 2021-03-16 11:13:05 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1314985137 zadams741 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315017731 2021-03-16 11:25:02 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315017731 zadams741 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315047413 2021-03-16 11:35:30 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315047413 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315050351 2021-03-16 11:36:30 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315050351 zadams741 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315076764 2021-03-16 11:45:14 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315076764 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315094507 Share Her Power]]> 2021-03-16 11:50:47 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315094507 zadams741 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315094986 2021-03-16 11:50:56 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315094986 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315098543 Discount - Student Discount promotion]]> 2021-03-16 11:52:10 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315098543 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315105489 20% off]]> 2021-03-16 11:54:26 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315105489 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315110769 2021-03-16 11:55:55 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315110769 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315114482 2021-03-16 11:57:10 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315114482 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315120359 2021-03-16 11:59:00 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315120359 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315121549 2021-03-16 11:59:24 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315121549 zadams741 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315124901 2021-03-16 12:00:27 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315124901 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315127196 2021-03-16 12:01:11 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315127196 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315128402 2021-03-16 12:01:34 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315128402 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315131860 2021-03-16 12:02:37 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315131860 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315135895 2021-03-16 12:03:45 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315135895 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315143206 2021-03-16 12:05:50 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315143206 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315147515 2021-03-16 12:06:56 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315147515 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315153248 2021-03-16 12:08:24 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315153248 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315158884 2021-03-16 12:09:47 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315158884 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315160046 2021-03-16 12:10:04 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315160046 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315167931 2021-03-16 12:11:58 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315167931 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315171547 2021-03-16 12:12:51 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315171547 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315180201 2021-03-16 12:15:00 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315180201 Customer Profile Abitaylor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315321162 Global Data
47.1% Male
52.9% Female
Main age group is 16-24 year olds followed closely by 25-34 year olds.
Social class being C2 which is skilled manual occupations.]]> 2021-03-16 12:47:04 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315321162 Abitaylor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315361278 "They learned earlier than anyone else to communicate with the young lad or girl who is switched on to trends. They do a lot of business with the big sports brands that are the powerhouse of the business, and they achieved that by curating exclusives.”]]> 2021-03-16 12:55:05 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315361278 Store Aesthetic Abitaylor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315367816 Multiple units out of each.
Styled mannequins by each fixture.
Styled mannequins within walls.
Wall bays mainly front facing garments with a few side facing.
Graphics high up or at eye level.]]> 2021-03-16 12:56:26 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315367816 Abitaylor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315376045 2021-03-16 12:58:09 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315376045 Abitaylor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315379126 2021-03-16 12:58:47 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315379126 Abitaylor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315397658 2021-03-16 13:02:27 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315397658 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315522376 2021-03-16 13:24:54 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315522376 Abitaylor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315546142 2021-03-16 13:29:01 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315546142 Abitaylor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315548179 2021-03-16 13:29:22 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315548179 Abitaylor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315549630 2021-03-16 13:29:37 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315549630 Abitaylor https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315552217 2021-03-16 13:30:04 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315552217 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315584722 JD consistently uses quite simple images, with bold fonts, close ups and enhanced colours. 

It is consistent throughout all social media platforms. The use of square images with complimenting colours and palette relating to the products being advertised.]]> 2021-03-16 13:35:48 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315584722 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315604875 2021-03-16 13:39:24 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315604875 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315640436 2021-03-16 13:45:29 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315640436 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315652193 2021-03-16 13:47:30 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315652193 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315694701 2021-03-16 13:54:32 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315694701 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315950111 2021-03-16 14:35:38 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315950111 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315972139 2021-03-16 14:39:12 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1315972139 Cover Page zadams741 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316052208 2021-03-16 14:52:18 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316052208 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316456863 2021-03-16 15:57:23 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316456863 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316538546 2021-03-16 16:11:06 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316538546 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316607178 2021-03-16 16:22:47 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316607178 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316668626 2021-03-16 16:33:29 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316668626 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316685463 2021-03-16 16:36:32 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316685463 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316721979 2021-03-16 16:42:33 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316721979 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316823231 2021-03-16 17:00:03 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1316823231 400933261 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1317270442 2021-03-16 18:19:18 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1317270442 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1318009959 2021-03-16 21:37:54 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1318009959 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1318026281 2021-03-16 21:45:02 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1318026281 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1318061587 2021-03-16 22:00:58 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1318061587 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1318080798 2021-03-16 22:10:20 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1318080798 Style Inspiration Board 400934691 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1319872919 2021-03-17 10:29:36 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1319872919 40091314 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1320127785 2021-03-17 11:58:37 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1320127785 JD Floor Fixture zadams741 https://padlet.com/40091314/h7uzzqci357dnwms/wish/1320184786 2021-03-17 12:14:31 UTC https://padlet.com/40091314/h7uzzqci357dnwms/wish/1320184786