HONG KONG Harvey Nichols has handed Bravo Asia its creative advertising account, a year after the UK department store opened its multimillion dollar outlet in Hong Kong.
Harvey Nichols has struggled to make an impact in the city and continues to lag behind chief rival Lane Crawford. "Harvey Nichols' fashion heritage is not as well known here. Consumers in Hong Kong need to understand what the brand stands for," said Bravo president and CEO Aaron Lau.
"The store has been in Hong Kong for a year and there is a need to bring local insights and creative strategy to the brand."
The store, which occupies approximately 60,000 square feet over five floors of prime retail space at the Landmark shopping mall in the key Central district, has also struggled to attract shoppers due to its location, noted Lau.
Consumers, he explained, found the multi-level layout of the store confusing, with total retail space subsequently perceived to be significantly smaller than that of Lane Crawford. Lau added that the luxury department store previously adapted work from the UK, developed by roster agency DDB.
Bravo Asia is working on a new advertising campaign to promote the store's spring collection.
The campaign is scheduled to break around Chinese New Year.
