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Harvey Nichols targets tourists with new campaign

Harvey Nichols has launched a new advertising campaign to target tourists who are visiting London to take advantage of the weak sterling.

Harvey Nichols said that it had seens a significant increase in spend from international shoppers, with sales to Chinese up 84%, sales to Arabic shoppers up 66%, sales to Russians up 54% and sales to Brazilian shoppers up 52%.

“In this current economic climate, the UK and Harvey Nichols is an even more attractive shopping destination due to the fall in the value of the sterling.”

Julia Bowe, marketing director, Harvey Nichols

The campaign plays on a stereotyipcal image of the English and features straplines such as: “The English gentleman is known for being a little boring in the bedroom. Except of course, when it comes to his wardrobe” or; “The English are known for having bad teeth, that is why they need beautiful shoes” and; “The English are well known for their fondness or orderly queues. That’s until the latest collections arrive in our store”.

The adverts will feature on London taxis and in specialist tourist magazines.

Harvey Nichols marketing director Julia Bowe said: “The international shopper is a key customer group to Harvey Nichols. In this current economic climate, the UK and Harvey Nichols is an even more attractive shopping destination due to the fall in the value of the sterling. We believe this series of ads will appeal to the sense of humour of the international customer looking for London’s leading selection of fashion, fragrance and food.”

Harvey Nichols said that overseas shoppers were buying into the likes of Lanvin, Stelle McCartney, Alexander McQueen, Balmain and accessories from Zagliani and sunglasses from Tom Ford.

Yesterday the British Retail Consortium said London retail sales had held up significantly better than the rest of the UK because of an increase in tourists spending in the capital in February.

 

Readers' comments (2)

  • This is an inspired idea by Harvey Nichols. Now is the time to be embacing the opportunities that are out there. Foreign spend is most certainly one of those. We should be pushing what's great about London and its shopping.

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  • Tough times call for creativity and this is one creative campaign. I hope they put enough spend behind it to make it really high profile so the rest of us can benefit too.

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