This blog-post is a visual analysis of Harvey Nichols a luxury British fashion-based department store. Following visual observations of the space an interview with an assistant manager at the contemporary fashion department floor , we were able to analyse spatial strategies that are used to keep customers within the centre.
Harvey Nichols uses a combination of permanent and temporary features within its different floors. Temporary ones include window displays that are updated once every week in accordance to seasonal changes and latest trends. This promotes a ‘stop-effect’, where high-demanded items close to the entrance and in visible areas in order to overcome buying inertia. For example, in February limited edition and exclusive pieces are displayed for the Chinese New Year. It also affects the color scheme used; red symbolizes good fortune and joy for Chinese customers. In winter seasons, mannequins are dressed in heavy coats and fur parkas. While in summer, they tend to go towards fresh color palettes and light fabrics.
Theming of the department store is achieved also through tangible elements like the dress code of employees; which is smart-casual to convey image of luxury and professionalism.
Aniseh Chawkat and Aseel Bookai