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Harvey Nichols in Hong Kong

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finance
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ESSEC +...

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documents in English
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case study
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  1. Retail market China.
    1. Opportunities for China.
    2. Difficulties in China.
    3. Hong Kong Land- Main shopping areas.
    4. Landmark.
    5. Landmark in Hong Kong.
    6. Chinese vs. HK customer.
  2. The strategic positionning of the new Harvey Nichols.
    1. Strategic positionning.
  3. Commercial strategy.
    1. Harvey Nichols in HK.
    2. Our mission.
    3. Our strategy .
    4. Store Layout.
    5. Our priorities: departments.
    6. Services.
    7. Events.
  4. Bibliography

Our Mission : ?To provide Hong Kong customers with the ?fun, fashion and feel-good experience? that granted its success in the Uk while modeling and adapting the Harvey Nichols' brand values to the Hong Kong's environment.? Our Strategy : Complementary product selection to enhance the Landmark's product offering. Product selection that differentiates Harvey Nichols from its potential competitors. Consistency with Harvey Nichols traditional store layout. Consistency with the needs and wants of the target costumers. Choice of the right product lines and departments to be represented. Ideal Positionning: To keep high luxury while stressing on the British image of Harvey Nichols.

[...] Choice of departments: Floor Holistic Beauty: Focus on skincare: a necessity for the Asian woman Use of the beyond beauty concept typical of the Harvey Nichol's store layout: an holistic approach to beauty Niche Skincare/Cosmeceutical brands exclusive to Harvey Nichols: SKII, Aesop, Mario Badescu, Ole Henriksen, Ren, Skinceutical, Perricone, Philosophy, Darphin, Decleor, Jo Malone, Crème de la mer, etc) Supplements: Perricone) Functional Foods: (es:Borba Beauty Waters) Tea House with Fushi concept Choice of Departments: Floor Accessories: Strategic category to attract both Chinese customers willing to ?show and sophisticated Hong Kong consumers Appeals to both men and women Brand Exclusives beside Flagship Store: Gucci, Cartier, Longchamp, etc Brands not distributed anywhere else in HK: Bags & Shoes: Balenciaga, Luella, Furla, Coccinelle, Costume National, Jamin Puech, Christian Louboutin, Piquadro, etc Watches & Jewellery:Rolex, Baume & Mercier, Links of London, Asprey, Pomellato, Garrard, Pianegonda, etc Choice of Deparments: Floor Womenswear: Designer, Contemporary Collections, Casualwear, Lingerie, Swimsuits. [...]


[...] Woman Bridge Collections: We want to be positioned as high luxury Only Premium Jeans Brands are present Living: The needs of the HK's sophisticated shoppers are already catered by other Landmark's shops Chinese Customers tend to prefer luxury items they can ?Show Foodmarket/Wine Shop: Oliver's The Delicatessen nearby is already a favourite destination for food lovers and expats. Hair Saloon/Spa Facilities: Kim Robinson Luxury Boutique Salon is situated nearby (Chater Hoouse) The Mandarin Oriental Hotel opening nearby will already offer state-of-the-art SPA Facilities. [...]

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