Taboo Brand Journal no crops

TABOO
TABOO
TABOO
H A R V E Y N I C H O L S
B R A N D J O U R N A L
D E N A S E V E R O

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CONTENT
INTRODUCTION
ABSTRACT
CLIENT
-THE PAST , PRESENT AND FUTURE
-RE-BRANDING STRATEGY
-VISABILITY
- MAREKT POSITION
-SWOTS
-PESTEL
-7PS OF MARKETING
PROPOSAL
FUTURE
CONCLUSION
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10-11
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14-15
16-17
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20-25
26-31
32-33
34-35
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INTRODUCTION
Dena Severo, a Spanish student currently on my final
year of BA Hons Fashion Media and Promotion at the
University for the Creative Arts.
I have experience in the photography industry, and
completed my placement at a studio in central London.
I believe visual communication and softwares are my
main skills, I find myself understanding concepts and
ideas better through imaging. I am also very stubborn,
which in occasions, it becomes an advantage.
I tend to create more challenges for myself, my goal?
To complete them whilst battling with time.
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ABSTRACT
Picture this.
You, you are walking down Times Square, New York
in the 70s.
What do you see?
Lights blinding you from every direction and peep
shows advertised everywhere you look at.
What if, Taboo could give Harvey Nichols this edge in
the most sustainable and fashionable way you could
ever imagine?
Taboo, is a new eco-friendly and exclusive clothing
line for Harvey Nichols. A live peepshow with bionic
mannequins and collaborations with 5 sustainable
brands from all around. Five different outfits of different
styles, for the young and fashion-driven customers.
Dare to peep?
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TABOO
H A R V E Y N I C H O L S
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CLIENT

PAST
By 1874, Harvey Nichols occupied the entire block between
Seville Street and Sloane Street. In 1889, the existing space
was demolished to make way for a new, purpose-built department
store. The building, as we know it today, was designed by
CQ Stephens and built in stages between 1889 and 1894. In
1904, the location underwent a change of address to become
109 - 125 Knightsbridge.
1975 - 1991
In 1975, a restaurant called Harvey’s opened on the Fifth Floor
and was an instant success. By the 1980s, Harvey Nichols was
a driving force in the introduction of mixed collections, encouraging
the likes of Max Mara and Nicole Farhi to design a variety
of pieces, rather than focusing on a single department.
Princess Diana was a regular client and would reserve a spot
at the back of the restaurant. In 1985, Harvey Nichols was
bought by the Burton Group.
In 1991, Harvey Nichols was bought by Dickson Poon of
Dickson Concepts (International) Ltd. Subsequently, the store
underwent a transformative refurbishment.
A new Restaurant, Cafe, Bar and Foodmarket opened on the
Fifth Floor, with a unique express lift that allowed for later
opening hours after the main store closed. This concept proved
immensely popular, earning Harvey Nichols a lasting reputation
for fashionable fine dining and a Champagne lifestyle.
1996 - present
In 1996, Harvey Nichols Group plc was listed on the London
Stock Exchange, and launched the OXO Tower Restaurant,
Bar and Brasserie on London’s South Bank. In 1996, a national
expansion began with the launch of Harvey Nichols Leeds,
followed by the first international store in Riyadh, Saudi Arabia,
in 2000.
Today, Harvey Nichols has seven stores within the UK and
Ireland, consisting of five large-format stores in London, Edinburgh,
Birmingham, Leeds and Manchester, and two small-format
stores in Bristol and Dublin. In addition, Beauty Bazaar,
Harvey Nichols Liverpool is a unique beauty concept store,
housed over three floors within Liverpool ONE. There are also
five large-format stores overseas: one in Riyadh, one in Dubai,
two in Hong Kong and one in Kuwai
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CAMPAIGNS AND ANNIVERASARIES
Many of Harvey Nichols campaigns are a huge success.
The “Shoplifters” TV ad, created by Adam+Eve DDB, uses
CCTV footage of shoplifters caught in the act, disguising
their faces with animated characters. It was supported by
a print campaign showing stylish shoplifters getting caught
red-handed as well as in-store activity reminding potential
shoplifters that they can now a get a freebie legally.
Harvey Nichols launched its app. It is a digital-only rewards
programme that offers customers exclusive perks and complimentary
services for every pound spent in store.
“The dress” (2012)- A 90-second spot features a standoff
between two women who encounter each other wearing
identical outfits at their company’s Christmas party.
HN has also created a very special campaign in celebration
of Vogue’s centenary issue - landing on newsstands on
Thursday May 5 - featuring the first 100-year-old model to
grace the magazine’s pages:
Bo Gilbert.
PRESENT
Harvey Nichols Secret Forest Bar ........................................
An enchanted hideaway is popping up this Christmas,
where you can enjoy ice-cream cocktails and snacks under
the Northern Lights.
Located on the Fifth Floor of our Knightsbridge store, the
Secret Forest will take you on a journey through a mystical
woodland complete with a never-ending night sky brought
alive by the dancing lights of the Aurora Borealis.
We have created a menui nspired by Nordic favourites, including
kantarellmacka (mushroom and Gruyère toasties),
köttbullar (meatballs) and kanelbullar (cinnamon buns), as
well as ice-cream cocktails: Naughty but Nice, Merry Mudslide,
The Sweetheart and Red Sky at Night.
FUTURE
Harvey Nichols future projects consists on an exlusive
clothing line. Collaboration fo 5 brands and a peepshow for
the public to enjoy. An event a social media campaign, and
dancing mannequines, ready to blow the audience’s mind.
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RE-BRANDING STRATEGY
The overall idea is to expand
Harvey Nichols’ customer segment
and to be more outgoing,
to stand out from their classic
style.
Taboo is different, avant-garde
and most importantly, sustainable.
Making this, the perfect
project Harvey Nichols has been
routinig for. The new simple,
yet efficient Taboo logo, will
give them their new identity
brand but without damaging
their classic identity style.
Taboo is not part of the luxurious
brands, it separate from it
all. It is a contemporary section
intended for the young stylish
and new into the working industry
clientele.
TABOO
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VISIBILITY
To be louder, and to be seen.
Having strong social media is
key when promoting a new
product or campaign. Therefore,
the platforms promoting Taboo
has to be sleek, and mysterious.
Teasing the followers without
giving anything away.
It is important to be noticed. We
want Harvey Nichols to thrive.
The correct advertisement and
products are crucial for it to
happen.
Harvey Nichols is increasing its
visability to the younger generations
through the social media
platform, Instagram. It will also
be advertised in store with curated
brochures. There will also
be an event to launch Taboo
with an installation on the basement
floor.
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LUXURY
CLASSIC
TRENDY
HIGH STREET
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MARKET POSITION
It is crucial for a business or company to know
where they stand on a market position map.
In order to improve they need to research
their competitors and place them on the map
to visualise it all.
Harvey Nichols biggest competitors are
Harrods and Selfridges. Plotting them on the
graph along other brands is helping situate
where Harvey Nichols stands today.
As we can see, Harvey Nichols is in between
classic and trendy. We’ve placed Selfredges
on the the far right (trendy) as they are very
modern and do work on their sustainability
issues. Harrods is on the far left (classic) as
they still remain with their classic identy style
and has not changed to match the contemporary
lifestyle from today. With that said,
Harvey Nichols is situated between both, as
they want to be both without loosing their
style and reputation; Taboo will benefit Harvey
Nichols with the extra push, combining both
ends and situating them at the top.
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STRENGTHS
INTERNAL FACTORS
Harvey Nichols have strong internal factors
such as:
The devotion they have with their customers
in store.
Their animal sourcing principles, adopted the
Sustainable Luxury Working Group animal
sourcing making them committed to sustainable
and responsible practice across all areas
of its business, and ethical sourcing.
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EXTERNAL FACTORS
Harvey Nichols main external stregths are:
Their well-built reputation.
Their connections and position, giving them
the chance to get international supply of
luxurious brands.
OPPORTUNITIES
INTERNAL FACTORS
Harvey Nichols has opportunities within
the store based on sustainability:
They could be more environmentally
friendly with their energy and paper, even
when creating displays use everonmentallly
friendly supplies.
EXTERNAL FACTORS
External factors could apply to:
Potentially supply new brands in store,
sustainable brands perhaps.
WEAKNESSES
INTERNAL FACTORS
Harvey Nichols internal weakness consist on:
The store is very big, it has 7 floors, yet it feels
like everything is very close tother and very
cluttered, it could be organised better.
Also, they want to focus on their youth customer
yet there is not that much for them.
EXTERNAL FACTORS
All stores within the UK and out are the same
style, simple and modern is good but in order to
keep up with the competitors, Harvey Nichols
could renovate/re-design their strore layouts.
THREATS
INTERNAL FACTORS
Harvey Nichols’ threats could be:
Some high end brands are being judged by
their ethics and practices, perhaps stop
suppling such brands that are harming the
environment and focus more on other brands
that are aware of these issues and are
working on them.
EXTERNAL FACTORS
The currency values are dropping and
rising, with Brexit, the sterling pound
keeps droppong against other currencies.
Potentially, losing profits by it.
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S.W.O.T
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FACTORS AFFECTING FASHION
P E S
POLITICAL ECONOMIC SOCIAL
Geographical
Instability
Terrorism
Brexit
Child Labour
Labour under Minimum wage.
Fashion itself is already a large
part of the global economy.
Sales affect profit.
Currency values dropping.
Main Target:
Millenial Generation
Good quality and low prices
are on demand.
New techniques, fast fashion
has brought quality and prices
into their stores, affordable
by everyone.
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T E L
TECHNOLOGY ENVIRONMENTAL LEGAL
Affecting sales, customers
now research before buying
and going into store.
Customers, now purchase
more online than in store.
Brands are only now aware of
their carbon footprint.
There is too much textile
waste as well as water contamination
with chemicals.
Ethical and labour laws.
Design copywrights.
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7PS OF MARKETING
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P
PRODUCT
The Product, as a sustainable clothing line
created by Harvey Nichols and designed by
5 sustainable brands. Them being, Misha
Nonoo, Reformation, Jeu Illimite, Boyish
Jeans and CHNGE. Only produced by and
sold at Harvey Nichols.
P
PRICE
Taboo’s price range varies from brand to
brand. Some are 3 digit figures and other
a 2 digit fugure. Taboo is for the younger
generations to wear, so they cannot be
high street priced but not haute cuture
either, its mid-point from both ends of the
spectrum.
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P
PROMOTION
They way we will be promoting the clothing line is
through; social media platforms with a curated feed,
and an event (which will be private, only people with
prepaid ticket allowed), and brochures that will be
available in store. In addition, the windows will be
curated too, with the collaboration of the artist Tracey
Emin. Windows with peepholes for the people to
look through. A projection of her neon art work will
be on the wall, followed by the Taboo logo and then
the basement floor, to indicate where it is happening.
WINDOW EXAMPLE
PROMOTION
TABOO
BASEMENT FLOOR
BASEMENT FLOOR
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P
P
PLACE
PEOPLE
Taboo will be taking place exclusively at
Harvey Nichols Knightsbridge, London. Its
in a major city, has a big cultural mix, full
of young-into-fashion people and is the
original Harvey Nichols building.
This particular line is aimed at young, fashion
driven, social media guru, and fresh
into the working industry. Age: Early 20s
to Early 30s.
DIGITAL SAVANT
AVERAGE AGE: 28
-139 million are female
-The product of China’s
onechild policy
CURIOUS TRAVELLERS
AVERAGE AGE: 32
-74 million Chinese people
live in tier 1 cities
-Regions: Beijing, Shangai,
Guangzhou and Shenzhen
NEW FEMININE
AVERAGE AGE: 28
-Regions: Saudi Arabia, UAE,
Kuwait, Qatar and Bahrain
-Often heiresses live the
moment
Sociable and adventurous,
seeks moments that can
be shared digitallly, is a
style leader in her peer
group
Highly educared and
well- travelled, favour
international brands and
demonstrate their success
through spending habits.
Progressive cool-hunters, like
personalisations and seek
out independant designers
and emerging luxury brands
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P
PROCESS
The way this will happen is through a permanent
installation in store, called Peekaboo. A
circular room within the floor located on. This
room will have 6 booths, 5 on the surrounding
and the 6th booth will in the centre. The
5 booths will have a stage where the bionic
mannequines will be dancing with an outfit of
the collaborating brands.
OUTSIDE DESIGN
INSIDE DESIGN
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P
PHYSICAL EVIDENCE
Peekaboo will be located on the lower floor,
the basement floor as we know it. It is dark
and edgy and fits quite well with the idea of a
peepshow. The exterior walls of Peekaboo will
be black with neon quotes from the brands and
how they became an eco-friendly brand.
EXAMPLE: CHNGE
FOR CHNGE:
0%
HARSH CHEMICALS
305
HARMULF PESTICIDES AVOIDED
500
GALLONS OF WATER SAVED
62%
LESS ENERGY
70%
LESS ACIDIFICATION POTENTIAL
100%
CARBON EMISSIONS OFFSET
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PROPOSAL
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WHY?
We all want to help the environment, and thats the main reason as to
why this project has been brought to the table.
Taboo is an exclusive sustainable clothing line for Harvey Nichols. Five
new and sustainable brands will be collaborating in this project to create
the Taboo collection. In addition, an istallation will be built on the
basement floor at Harvey Nichols Knightsbridge, Peekaboo. This installation
will bring the customers in as its a peepshow and one will only be
able to see it in store. This way, the younger generations will get curious
and will visit the store.
WHAT?
As mentioned previously, Harvey Nichols will have a new clothing line
and a unique installation in store. There will be an event launching this
event and a social media campaign along with it.
For the event; there will be five sessions, and two time-slots a day.
The only way to access this event will be buy purchasing a ticket in
store when shopping at Harvey Nichols. These tickets will not be for
sale on the event dates. Meaning, only pre-paid ticket accepted. There
will be a bar, in which you will get a free consumption with your ticket.
During the peepshows on the event dates, the mannequins, will be animatronic.
These mannequines can be customised at a british company
called, ADM UK Ltd. This company consults in depth with their customers
to understand their exact design concept and market positioning
and create bespoke animatronic mannequins to suit the unique identity
of the brand. These mannequines will be placed on a moving track
that will go from booth to booth, and customised to dancing with
the outfits on. Giving the audience the show of their lives, by robots.
These mannequines will be limited time only, once the line is officially
launched, the mannequins will be still-live.
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Above, compilation of the five mannequines wearing the collaborating brands’
outfits.
(These are just animations, they are not the customised mannequines from
ADM UK Ltd.)
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HOW?
Through the arquitectual software programme SketchUp, I have
created a 3 dimensional model of the installation Peekaboo. A
circular room with 6 different rooms. Five of them being the
booths with the animatric mannequines and one where the public
will sit down and enjoy the show. Located on the basement
floor at Harvey Nichols Knightsbridge. Followed after a thorough
promotional campaign over the social media platform, Instagram.
Teasing the followers with sneak peaks of Taboo.
WHEN + WHERE?
The Taboo clothing line will be launched on November 2021 at
Harvey Nichols Knightsbridge first. If success follows, we will
take Taboo and Peekaboo else where within the United Kingdom.
For the event launched, as mentioned, there will be five
specific days. The 27th Nov, 04th Dec, 05th Dec, 11th Dec,
and the 18th Dec. A week after the last event, Harvey Nichols
will proceed to officially open and sell Taboo to the public.
WHO?
The brands involved in Taboo are brands from abroad, some are
emerging ones; including Jeu Illimite, CHNGE, Misha Nonoo, Reformation,
and Boyish Jeans. All sustainable brands. These brands
are aimed at the younger public. With reasonable prices for the
young consumers entering the working industries but also for
Harvey Nichols to make a profit out of it.
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FUTURE
Taboo will offer many benefits for Harvey Nichols. It will attract
the clientele they are wanting the most. It will create new style,
it will add more edge to the brand and it will be something
unique. The future of Taboo and Peekabo are meant for the long
run. Every season, A/W - S/S, five different sustainable brands
will collaborate together to design a new collection. Every season,
there will be an event to launch the new collection. Twice
a year, the animatronic mannequines will be on a stage to show
the aundience the new clothes, and after the event is launched,
the classic mannequines will take over throughout the season.
We believe Taboo will become a huge success, withing the next
5 years, Taboo will have 10 collections to offer and Harvey
Nichols will have potentially 50 new brands to supply.
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CONCLUSION
Taboo is the clothing line that will bring Harvey Nichols’ target
audience into the store. A sustainable collection presented in the
most edgy and unique way ever experienced. A combination of
one of the top industries in the world, fashion and the perversion
of peepshows, all brought together into one. With advanced
technology bringing mannequines to live and an exhibition to
raise awareness of how the collaborating brands are sustainable
today.
Who said men are the only ones to enjoy peepshows?
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REFERENCES
Information gathered from the official Harvey Nichols website:
https://www.harveynichols.com/about/the-history/
100 years old model on Vogue (including image):
https://www.vogue.co.uk/article/harvey-nichols-100-year-old-model-campaign
CCTV Theft and The Dress campaign on Campaign:
https://www.campaignlive.co.uk/article/harvey-nichols-five-best-ads-adameve-ddb/1459472
CCTV Theft Campaign images:
https://www.bronco.co.uk/our-ideas/harvey-nichols-uses-real-cctv-footagefor-their-lovefreebies-campaign/
Neon Quotes by Tracey Emin
Never Again!
https://se.royalacademy.org.uk/2017/artworks/tracey-emin-ra/22
The Time is Now!
https://paddle8.com/work/tracey-emin/52515-the-time-is-now/
Trust Yourself
https://www.pinterest.es/pin/606297168566731783/?lp=true
Market Position and PESTEL Images:
https://www.google.co.uk/imghp?hl=en&tab=wi&ogbl
Neon Signs
Face The Facts Baby, Future, Live Show and Exit:
https://www.google.co.uk/search?hl=en&tbm=isch&q=neon+signs&-
chips=q:neon+signs,g_1:aesthetic:Tt1f3k4i7d8%3D&usg=AI4_-kS_kyLv2wzx6Jjt0QKaaoQCjCaGcw&sa=X&ved=0ahUKEwjMrt6e2fvmAhUBDmMBHe_QCjoQ4lYIKSgA&biw=1577&bih=820&dpr=1.8
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D A R E T O P E E P ?