You may have noticed that popular London department store Harvey Nichols has had a bit of an identity shift of late; carrier bags, logos, social media, shop front branding, and all other collateral, are currently showcasing the name ‘Holly Nichols‘. You might be wondering why? The answer is a hugely clever marketing campaign that has ran for one month only throughout September.
The underlying reason for the campaign is that Knightsbridge’s iconic store, Harvey Nichols, has launched a new First Floor, filled with starry women’s designer labels including Chloé, Off-White, Stella, Dries, Louboutin, Loewe, Balenciaga and many more. Tasked with raising awareness of this and promoting all that this means for the business, the marketing team combined this commercial news with the plight of women who, over a century ago, were fighting for equality and recognition. It’s hugely contextually relevant, given that 2018 marks the centenary year of women achieving the right to vote.
A lot of the campaign centres around the fact that, back in March 1912, unprecedented window smashing campaigns were taking place across London’s West End in a protest for women’s rights. As part of the marketing campaign, and under the branding of Holly Nichols, the department store followed in the steps of these women by making a statement and publicly smashing their main display window. Joined by Emmeline Pankhurst’s great-granddaughter, Helen Pankhurst and other fantastic women, together they re-created history and celebrated what women had achieved since the early 1900s. This was highly publicised in many news outlets, ensuring people heard far and wide about the campaign.
As Harvey/Holly Nichols write on their website:
This is the year of the woman.
A celebration of you being you.
A celebration of all of us being all of us.
United in HONOURING female empowerment.
(In high-top sneakers and a really good lip colour).
The campaign also feeds into the Mayor of London’s #BehindEveryGreatCity campaign. It isn’t just Harvey Nichols taking part either; Harrods and Fortnum & Mason are also joining in by giving their window displays a makeover, as well as featuring shattered glass to pay tribute to the 1912 protests.