Harvey Nichols

Food Collection

When food met fashion

THE BRIEF

 

For more than 20 years, Harvey Nichols monochrome, photographic food packaging was the last word in style. Youthful, exciting and completely different from anything that had gone before, it became an immediate design icon, when it launched in 1994.

 

In 2017, we were asked to bid it a fond farewell and entirely reimagine food for Harvey Nichols. Our answer had to be new and groundbreaking, delight a whole different generation of tastemakers and fashion mavens, restore confidence in the Harvey Nichols food brand internally and drive sales, particularly online. All this has had to be achieved in the context of a low volume business that demands careful budgeting and significant efficiencies in process and delivery

THE ANSWER

 

The work we have done for them brings fashion and food, the First and Fifth Floors much closer together. We have repositioned Harvey Nichols food so that it behaves much more like a fashion and lifestyle brand than a strictly foodie one. We sum it up as a ‘fearlessly stylish collection of gifts you can eat’, with products that are inspirational, outstandingly relevant and drop-dead desirable.

THE RESULT

 

Food at Harvey Nichols is booming once again. Buyers and stores have confidence in it again and it has become the star of the food halls once again. It has captured the imagination of customers, just as its predecessor did all those years ago and sales online have rocketed. The food collection is well on its way to being a new icon of Harvey Nichols as the ultimate destination for fabulous foodie gift seekers.

 

Harvey Nichols brand sales as a percentage of totals sales has risen from

32% to 39%.

 

The value of Harvey Nichols brand sales has risen by 34% in store,

49% on harveynichols.com and

42% on Ocado.

“Our strategy for resurrecting food has paid off magnificently. We now have a credible, growing own label offer at the heart of our iconic food markets once more and great new

opportunities to develop product, and of course sales, both in store and online.”

 

Rob Graves, Head of Buying, Food and Beverage

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