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During the extravagant and hedonistic 1980s, Harvey Nichols in Knightsbridge was the definitive place to be. It was renowned for its star-studded parties, exclusive designer fashion, jaw-dropping window displays, and trendy restaurant. However, it is disheartening to learn that the chief executive has recently resigned amid rumored tensions with the owners over strategy. As a result, the once vibrant fashion floors and bustling restaurants are now eerily quiet. Recent reports indicate that revenue has plummeted by 16% from its peak in 2019, and the company has experienced three consecutive years of losses.
Interestingly, Harvey Nichols didn’t always exist as a department store. Originally established in 1831 as a linen shop by Benjamin Harvey, it was later taken over by James Nichols, his niece’s husband, after his demise. This change in ownership gave birth to the iconic name it holds today. In 1920, Debenhams acquired Harvey Nichols, making it their flagship store. However, in 1985, the Burton Group took over and under the visionary leadership of Chairman Sir Ralph Halpern, Harvey Nichols embarked on a mission to become the world’s finest fashion store.
Before Burton’s takeover, the store already had a strong reputation amongst the young aristocrats, including Princess Diana and her fellow Sloane Rangers. They flocked to Harvey Nichols for their fashionable floral skirts, white lace blouses, and pearls. When Ralph came on board, he assembled a remarkable team, including the legendary fashion director Amanda Verdan, the amiable American managing director Richard Maney, the renowned window designer Mary Portas, and even myself. I had previously worked with Ralph as chairman of the British Fashion Council, and he invited my PR agency to generate press coverage for the store, which he desired to be the most thrilling fashion destination in the UK, if not the world.
With our collective vision in play, things started to fall into place. Mary’s captivating window displays became the talk of the town. She collaborated with artists and visionaries to craft unprecedented images for a department store showcase. Additionally, she worked closely with fashion buyers to ensure that the latest trends, from Jean-Paul Gaultier’s men’s skirts to Donna Karan’s sizzling New York chic, were prominently featured. Every month witnessed a new launch, from the basement’s menswear section to innovative homeware ideas, and an entire floor dedicated to accessories. Not to mention the exquisite restaurants and the most exhilarating designer fashion in town. Harvey Nichols truly embodied the spirit of the times and was ahead of the style game in every aspect. My PR agency was at the heart of it all, fostering relationships, arranging exclusive fashion shows, and ensuring that Harvey Nichols remained on the radar of journalists worldwide.
Working with these esteemed designers wasn’t always a breeze, as one can imagine, but they were generally delightful once they became comfortable. One designer who particularly stood out to me was Donna Karan. Years later, she revealed that a crystal I had given her had inspired her own spiritual journey. But to me, it wasn’t just a business endeavor; I was an ardent fan and a loyal customer of Harvey Nichols. Every stunning Donna Karan outfit that arrived from New York in a size 14 would be sent by taxi from the store to my office. I would try them all on and keep the ones that fit perfectly. Thanks to Donna and Harvey Nichols, my style was elevated during a period when I was experimenting with urban streetwear, inspired by my brilliant client John Richmond and the fashion spin-off from the popular band Soul II Soul. Looking back at pictures, I see myself rocking designer baseball caps, Rastafarian medallions, and luxurious sportswear, reminiscent of Jennifer Saunders’ iconic Edina from the beloved sitcom Absolutely Fabulous. It was definitely a trendy look, but perhaps not the most flattering for a curvaceous mother of two from North London. Thankfully, Donna and Harvey Nicks’ intervention saved the day.
Speaking of Absolutely Fabulous, that was perhaps my most influential PR move, and as is often the case, it occurred spontaneously. I introduced my dear friend, the comedian and broadcaster Ruby Wax, to Harvey Nichols, where she delivered witty speeches at our parties. Ruby was an instant hit, and she formed a bond with the quick-thinking Mary Portas, who always had a fantastic sense of humor. Ruby quickly found herself at the top of every invite list. Little did we know that Ruby would go on to work with the brilliant Jennifer Saunders as a script editor for Absolutely Fabulous. After observing our experiences at Harvey Nichols, the show became synonymous with the store and Harvey Nichols became Ab Fab’s favored shopping destination. Mary was the mastermind behind developing this relationship, allowing the TV production to film at the store and borrow clothes in exchange for mentions. This partnership was a win-win for everyone involved. However, it’s important to recognize that society and consumer shopping habits have evolved since those days.
After Hong Kong businessman Dickson Poon acquired Harvey Nichols and took the company public in the mid-1990s, the brand embarked on an expansion journey, opening stores in various cities across the UK and internationally. However, in the current post-Covid era, surviving and thriving requires more than just having multiple branches.
Selfridges, for instance, has successfully kept up with the times by prioritizing sustainability and style. They offer engaging in-store experiences, even utilizing their car park for fashion shows and charity auctions. Harrods, on the other hand, has thrived by catering to affluent tourists and international visitors, consistently meeting their preferences and staying on top of the latest trends. Unfortunately, Harvey Nichols hasn’t grasped the fact that the world has moved on.
In order to compete with online giants like Net-a-Porter, modern retailers must focus on creating captivating in-store experiences. Net-a-Porter’s website emulates a magazine, while Harvey Nichols’ website is merely a basic selling platform. To revive the spirit of Ab Fab and make Harvey Nichols fabulous once more, I’ve been brainstorming ideas on what I would do if I were in charge of their PR. Here are my top ten suggestions:
1. Infuse excitement back into the Knightsbridge flagship store and extend these new ideas to all branches, while considering each city’s unique culture and taste.
2. Collaborate with Gwyneth Paltrow’s GOOP stores to promote wellbeing and natural health in all Harvey Nichols branches, offering live workshops with her experts.
3. Partner with renowned art dealers Hauser & Wirth to display works of young artists in the store windows.
4. Showcase the V&A Museum’s exceptional exhibitions in Harvey Nichols’ window displays, such as the recent African Fashion and Diva showcases.
5. Embrace the growing demand for plant-based cuisine by ensuring that all Harvey Nichols restaurants serve the latest and most delicious plant-based dishes. Invite top chefs from around the globe to create healthy menus.
6. Establish partnerships with young fashion designers, particularly from nearby institutions like the Royal College of Art, to create sustainable and eco-friendly pieces produced by women’s collectives.
7. Regularly feature beauty industry stars like Victoria Beckham, Trinny Woodall, Charlotte Tilbury, and Rihanna, either through live-streaming or in-person appearances, to promote their beauty ranges.
8. Create an internet TV channel that broadcasts live to all Harvey Nichols stores and on YouTube. Interview and cover stories on cultural and lifestyle events happening in the cities where the stores are located, linking it to the store’s website.
9. Design immersive rooms inside the stores for meditation and mindfulness, providing sound baths and display beautiful crystals for customers to relax after a shopping spree.
10. Implement-genre
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