How to steal legaly

The image we get from a certain brand has to pass by through the advertisement used by that brand: the way the brand is introduced to us gives us an idea of what it stands for.

For this particular campaign, Harvey Nichols chose to go through a way that was not new for the brand; getting in touch with the ones who don’t have the economic power to buy designers clothes or truly expensive products.  Actually, Harvey Nichols is an English department store founded in London in 1831 where you can find a little bit of everything: beauty products, clothes from various brands, accessories and even food. Its biggest contestant is Harrods, although younger people have a tendency to prefer Harvey Nichols. Nowadays has spread around the world, with stores in Hong Kong, Dubai or Istanbul, as also in several British cities.  We all know Harrods, has a lot of background history behind it and its famous for the meaning it has, the classic style. Harvey Nichols tries to be directed to a more young population, not the tourists, getting back from the idea people have of Harrods; it talks to young people directly, has fashion related campaigns and tries to connect with a different kind of population. Early this month, the company launched this campaign:

Throughout the campaign, Harley Nichols gives the idea that the reductions are so high that it almost feels as if you’re stealing from the store. In a way, we can almost say that, through this, the brand wants to be remembered by its customers and whoever comes across it; stealing is not seen with the best eyes or socially admissible. Claiming that its customers are stealing every time they buy something from the store can be tricky and end up getting the wrong connotation. But, the thing is, the touch of irreverence is part of the brand. Not just that, but even the idea given is so strong that is impossible not to believe in it: they are clearly saying we are going to steal from them because the prices are so low. How low could they be? You know you’re curious about it, now that you think of it.

The simplicity of the message strikes us without even realizing it.

Inês Maria