Kirty Kaur Virdee

Kirty Kaur Virdee

COURSE: FASHION BUSINESS & PROMOTION

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EXPERIENCE DEFiNED @ HARVEY NICHOLS

Final Major Project

EXPERIENCE REDEFiNED at Harvey Nichols has been created to provide an innovative, unique and interactive space within the Knightsbridge flagship. It will appeal to a range of consumers, in particular Chinese millennials, aging from 18 – 30 years old, also enticing a new consumer.

The new space will be located within the flagship, located in the heart of Knightsbridge and a short walk to their main competitor, Harrods. This is also where the target consumer can be most regularly found. The target consumers are City Sophisticates, who are focused on creating experiences with their peers, spending disposable income, finding happiness through quality products and enjoy travelling at every opportunity.

Millennial shoppers are influenced with ease of browsing websites, but shoppers of all ages say their choice of retailer is shaped by a store they like to visit. This emphasises the importance of the shopper experience, both online and
in-store. As consumer behaviour has changed, consumers are looking for more than this the product, this is what EXPERIENCE REDEFiNED will offer.

EXPERIENCE REDEFiNED will attract local and target consumers through a range of marketing techniques such as monthly events in-store, email marketing and a constant growth in online presence through social media platforms.

EXPERIENCE DEFiNED is an interactive and transformative experiential shopping space that will be located on the top floor of Harvey Nichols, Knightsbridge. The concept takes away the conventional bricks and mortar store into the world out interaction, engagement and creativity.

THE CONCEPT

The concept celebrates the best-selling department in Knightsbridge, handbags and accessories. The main floor will visually tell the story of visual installations and light sensory. This will create an excitement, engaging chatter and Instagram worthy pictures.

The second area is dedicated to personalisation, a service completely new to Harvey Nichols. This is in collaboration with Smythson and is exclusive to in-store only. Our highly-trained Style Advisors will be on hand to help and guide consumers to feel confident when selecting the right product for them. All monogram and personalisation services will be done within the personalisation room. This has been designed specifically to keep the purchase journey efficient and personal for the consumer.
Kirty Kaur Virdee

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07
May