Harvey Nichols strikes again

Remember Harvey Nichol’s campaign, a few months ago? If not, you can always remember it here.

For the first campaign this year, Harvey Nichols tried to get the idea that the sales in their stores were impossible to miss, since the prices were so low you almost felt you were stealing. For this new campaign, they tried a different approach.

 This time, you won’t steal, but you’ll be so excited that, most probably, you will pee in your pants. The campaign raised some controversy in England, since flyers were distributed in mail boxes and some people were shocked to see these kind of ads all over the country (in The Sun).

Even with all the controversy around it, we can surely say that, even with a different approach, Harvey Nichols kept the same message and position in both campaigns: their sales are so amazingly cheap that no one wants to miss them! Besides, it also gives the idea thattheir store is light headed, humorous, young and modern, using this kind of strategies to get in touch with their target. But there’s more:

With this approach, they don’t tell you you’ll get excited or feel like a thief just because the prices are low: they just say that, you’ll want so much that specific product that you’ll fight for it with everyone that steps in your way, because is not every day that you can get those prices.

With three different approaches, Harvey Nichols is able to keep with the same idea about the company and their product. By this, we can see how their marketing strategies are connected, in order to keep always with the same message, to attract the target and keep with the idea that the sales in Harvey Nichols are absolutely mandatory for someone who likes fashion at low prices.

It’s a good example of branding and how you need to be sure about your position and message, in order to create communication with the same criteria and messages, always speaking to the target the same way, just changing the approach.

Inês Maria