Harvey Nichols temporary name change celebrates women
Harvey Nichols has launched a month-long marketing campaign called Let’s Hear It For The Girls and part of the female-focused approach at its Knightsbridge flagship store and online has been a temporary name change.
It has been renamed Holly Nichols for the month of September as part of an overall celebration of women in the fashion industry. The signs above the doors at the Knightsbridge location have now been changed, as has internal signage and even the retailer’s carrier bags. Its website has also being renamed, along with its social media channels. Clearly, the investment in the campaign is not inconsiderable.
The move coincides with its recent opening of its revamped womenswear area on the first floor and with the company stressing its long-term support of female designers such as Stella McCartney, Diane von Furstenberg and Tory Burch.
And it certainly makes commercial sense for Harvey Nichols… sorry, Holly Nichols… to celebrate women as it currently has four floors dedicated to womenswear and has ramped up its range of female-focused beauty services.
The company is further supporting its deep dive into female empowerment with quotations from famous women spray-painted onto the pavement outside the store. And it is also planning a number of events this month including talks, brand parties and trunk shows.
Name changes have been used by other retailers to draw attention to a particular event or marketing campaign, with M&S most notably changing the name of its store in Windsor to Markle & Sparkle during the royal wedding weekend earlier this year.
And brand identity is very much a hot topic at the moment with both Debenhams and Bestseller’s Jack & Jones unveiling new logos and other changes only yesterday.
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