Harvey Nichols in Hong Kong

Résumé du document

?To provide Hong Kong customers with the fun, fashion and feel-good experience.' This is the mission statement that was adopted and instituted in the UK market. Gradually, this statement was just not a statement by itself but proved its value when success was witnessed in the UK by adopting the Harvey Nichols brand. As the departmental store had a vision to diversify and create value globally, it first touched the offshores of Hongkong. Thus, Hongkong emerged as a country which was modeling and adapting the Harvey Nichols brand values in its environment. The Harvey Nichols strategy was precise with the intention of providing complementary product selection to enhance the Landmark's product offering. It embarked on creating a product selection that differentiates Harvey Nichols from its potential competitors. Consistency is the key characteristic of the Harvey Nichols traditional store layout. Consistency being the epitome of success for the Harvey Nichols brand, it seeks to cater to the needs and wants of the target costumers. Further, it also considers the choice of the right product lines and departments to be represented as success factors. With respect to ideal positioning, Harvey Nichols maintains integrity and leaves no stone unturned to retain the high luxury British image.

Extraits

[...] Dickson Poon Rich business man from HK Started in 1980 with one watch store Dickson Concepts operates more than 240 boutiques and outlets Bought HK for $96 million made it to one of Europe's most celebrated department stores HN's Financial Summary The strategic positionning of the new Harvey Nichols Strategic positionning The positionning must meet the trends of the HK luxury market as well as the evolution of the Asian Region. Expectations: High luxury Live an experience High service Level Strategic positionning Strategic positionning Competitors: Free standing stores Lane Crawford Challenges: Making partners out of these competitors Offering something different and new Strategic positionning Ideal Positionning: To keep high luxury while stressing on the British image of Harvey Nichols Strategic positionning Guide lines: Make the customer live a luxury experience»: brands, premium products, space design, restaurants, exhibitions and events London is here! [...]

[...] Brand exclusives beside the flagship stores: Gucci, Versace, Valentino, etc. Brands to complement the Landmark Product offering: Gianfranco Ferré, Roberto Cavalli, Vivienne Westwood, Vera Wang, Marni, Alaïa, Diane Von Furstenberg, Yoshi Yamamoto, John Richmond, Alessandro dell'acqua, Anna Sui, Michael Kors, etc Niche Brands Vanessa Bruno, Couture Couture, Juicy Couture, Isabel Marant, Victor & Rolf, Comme des Garçons, Catherine Malandrino. Jeans Bar: Diesel, Seven for all Mankind, Citizens of Humanity, Rock & Republic, Sass & Bide, True Religion, etc. [...]

[...] Limited editions for the store opening Brand Negotiation Why should brands that already have their own stores accept to be distributed in Harvey Nichols? Wider customer base Flagship stores can be intimidating Customer like to be able to have a wide product offering under one roof Potential Customers may not enter a flagship store to buy items as Sunglasses and Beauty products. More sales growth potential Choice of departments: Ground Floor Make-up: Foreign = high standard of quality in the mind of the chinese woman A few important multinational brands for color cosmetics: Chanel, Givenchy, Dior, Lancome, Helena Rubinstein, Estée Lauder, Clinique. [...]

[...] Multinationals owned Asian brands: Mini-Nurse, Yue-Sai, SKII, Shu-Uemura, Shiseido. Fragrances: market growing steadily, but still very small and fragmented Leaders: Chanel, Givenchy, Christian Dior, L'Oreal owned Dunhill and Polo, Kenzo. Choice of departments: Floor Holistic Beauty: Focus on skincare: a necessity for the Asian woman Use of the beyond beauty concept typical of the Harvey Nichol's store layout: an holistic approach to beauty Niche Skincare/Cosmeceutical brands exclusive to Harvey Nichols: SKII, Aesop, Mario Badescu, Ole Henriksen, Ren, Skinceutical, Perricone, Philosophy, Darphin, Decleor, Jo Malone, Crème de la mer, etc) Supplements: Perricone) Functional Foods: (es:Borba Beauty Waters) Tea House with Fushi concept Choice of Departments: Floor Accessories: Strategic category to attract both Chinese customers willing to “show and sophisticated Hong Kong consumers Appeals to both men and women Brand Exclusives beside Flagship Store: Gucci, Cartier, Longchamp, etc Brands not distributed anywhere else in HK: Bags & Shoes: Balenciaga, Luella, Furla, Coccinelle, Costume National, Jamin Puech, Christian Louboutin, Piquadro, etc Watches & Jewellery:Rolex, Baume & Mercier, Links of London, Asprey, Pomellato, Garrard, Pianegonda, etc Choice of Deparments: Floor Womenswear: Designer, Contemporary Collections, Casualwear, Lingerie, Swimsuits. [...]

[...] Choice of Depatments: Floor Menswear: Designer, Contemporary Collections, Casualwear, Accessories. Brands: BrooksBrothers, Ermenegildo Zegna, Dunhill, Fay, etc Accessories: Piquadro, STDupont, Montblanc, Smythson of London, Allen Edmond, etc Kidswear: Low competition niche in Central Brands: Pinco Pallino, BabyDior, Roberto Cavalli Angels, Blumarine, Burberry, Gucci, etc. Choice of departments: Floor Consumers want to live experiences (Inspiration: Paris' Kong) Restaurant Design by famous English architect Soothing atmosphere European Food (Italian or French Cuisine) Famous cook Bar Design Lounge Music Designer Cocktails Access from the shop and from the street Why are some departments missing? [...]