3.1 THE BIG BUSINESS ISSUE FOR HARVEY NICHOLS A further review of information collated during the first report, revealed that the ‘big business issue’ for Harvey Nichols is that their consumers are not aware of their USP and therefore cannot see a differentiation between Harvey Nichols and their competitors. Harvey Nichols USP is that they sell a variety of brands and products which are exclusive to them and therefore cannot be purchased elsewhere. The primary research questionnaire in the previous report revealed that only 2 participants described the brand as ‘exclusive’. When asked ‘What would Harvey Nichols have to do to appeal more effectively to you?’ More advertising was one of the most popular answers with 12 participants stating it. Further comments were made that Harvey Nichols need to ‘put themselves out there more’ as some participants were not aware of the brand’s identity. Therefore a strong communication and marketing strategy emphasising this USP will be integral to the rejuvenation. 3.2 THE NEW BRAND VISION A new brand vision has been developed for Harvey Nichols to address this business issue in the next 5 years. The vision is: ‘For Harvey Nichols to become the leading heritage, luxury department store in the UK, known for its unique range of exclusive products showcased through innovative and exciting multichannel shopping experiences’. Key words ‘exclusive’ and ‘promoted’ relate directly back to the business issue.
Figure 3: Exclusive Lula Pop Up Store at Harvey Nichols
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