Up-market British department store Harvey Nichols has revealed plans for a phased marketing and advertising campaign for its new Dubai store that is designed to highlight it as a luxury shopping destination.
Naomi Roth, marketing operations manager for Harvey Nichols Dubai, told Campaign that the store, which opened last week, would cater primarily to young, affluent and “sartorially aware” UAE nationals and Arab expatriates, followed closely by fashion conscious Europeans who may already be aware of Harvey Nichols from the UK.
She said the store’s marketing and advertising efforts would underpin the brand’s values of style and fun, as well as its reputation for providing the latest in luxury fashions.
“In alignment with Harvey Nichols’ positioning, you can expect to see leading edge creativity that is glamorous, fun and witty,” said Roth.
“Connecting with the sensorial and symbolic needs of the fashion-savvy Middle Eastern consumer, we have created relevant messages to address these needs to build a positive response.”
The Dubai branch of Harvey Nichols is the company’s second foray into the Middle East region after it launched its first store in Riyadh in 2000.
Roth said that the store’s marketing strategy would be carried out in three phases, the first of which — the ‘Forget London’ teaser campaign — has seen posters appearing across outdoor sites in Dubai, complemented by a direct mail initiative.
Phase two will focus on the opening of the store itself, which was delayed by several days after heavy rains caused damage to its home at the Mall of the Emirates.
“The launch campaign will be a one-off, high impact programme of activity, establishing the brand personality with bold launch messages and media placements,” added Roth. “We have planned a wide spread of activity, including in-store events, elaborate window displays, print, radio and outdoor advertising.”
A third phase of activity will centre around promotional and VIP events in-store to coincide with the Harvey Nichols spring and summer fashion shows.
Team Y&R Dubai will carry out advertising work for the US$27 million store, which is being operated by the Al Tayer Group — the exclusive licensee for Harvey Nichols in the UAE.
Asked why Dubai had been chosen as part of the brand’s continued expansion into international markets, Roth said: “Dubai has emerged as one of the fastest growing economies in the Middle East region and is a regional leader in the tourism and retail industries. The city is a premier shopping destination, with a highly developed retail infrastructure, placing it on par with other key international retail markets. This, along with Dubai’s immense growth potential, are important elements for an international brand like Harvey Nichols to choose to enter this market.”
The store is to commission a range of advertising, which will mainly be above-the-line, including weekly and monthly fashion titles and daily newspapers, as well as its own launch supplements.
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