Harvey Nichols Design & Branding BEHAVE by Y&R Dubai


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Industry Clothing
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Photographer James Day
Illustrator Gitten Tom
Released March 2012

Credits & Description

Category: Posters
Product/Service: SPRING / SUMMER SALE
Agency: Y&R DUBAI
Chief Creative Officer/Creative Director/Copywriter/Designer: Shahir Zag (Y&R Dubai)
Creative Director/Art Director/Designer: Kalpesh Patankar (Y&R Dubai)
Photographer: James Day
Illustrator: Gitten Tom (Y&R Dubai)
Account Director: Line Hajjar (Y&R Dubai)
Marketing Manager: Madhu Chibber (Harvey Nichols)
Account Manager: Soulaf Tahtah (Y&R Dubai)
Agency Producer: Amin Soltani (Y&R Dubai)
Media placement: Posters - In Store - 1st July 2011

Describe the brief from the client
To get Harvey Nichols customers to rush down to the store for the sale promotion.

Describe the challenges and key objectives
We based the idea based on the insight that because of the irresistible offers, there's always more than one person eyeing and aggressively competing for the same item, be it a designer bag or dress. In addition, with the universal 'you broke it, you bought it' store policy in place, consequently all parties involved have to jointly purchase the fiercely contested item.

Describe how you arrived at the final design
The objective was to get fashionistas excited about the promotion and to clear stock.

Give some indication of how successful the outcome was in the market
Footfall to the store increased by 27%. Sales of designer dresses went up by 14% and designer bags by 33%.