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Harvey Nichols

Samples of features, newsletters, and marketing copywriting from my time as Menswear Features Writer at the luxury retailer.

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POP-UP: TOO HOT

With the aim of building hype around vintage retailer Too Hot's residency at Knightsbridge's Project 109 concept space, I created and tailored content fit for multiple purposes.

Alongside my interview with the vintage connoisseur, which took over the homepage and email, I wrote all digital and print marketing assets to support the takeover. Plus, as the pop-up travelled up North to land in the Birmingham and Manchester stores, I created additional stories which were targeted to relative email databases.

Click here to read the additional story for the Manchester store.

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BRAND FOCUS: DRIES VAN NOTEN

To mark the anticipated arrival of Dries Van Noten menswear to the website, I unpacked the AW17 offering and broke down the style codes synonymous with the avant-garde house.

This feature was supplemented with email coverage and online banners to give it maximum exposure.

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COTTWEILER X INTERNATIONAL WOOLMARK PRIZE

To support Cottweiler's exclusive in-store pop-up at Harvey Nichols' flagship store, I devised an omnichannel strategy to give the pop-up as much air-time as possible – driving maximum revenue and exposure for the capsule collection.

The content strategy which spanned the homepage, email and social channels included an exclusive designer interview that I integrated with shoppable product carousels.

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BRAND FOCUS: STELLA MCCARTNEY

Following Stella McCartney's debut Autumn/Winter menswear drop, I singled out the brand and introduced it to the Harvey Nichols customer.

Split into four sections, the feature dissected the brand's ethos, approach and aesthetic – offering styling tips along the way. The content appeared on the homepage and was pushed os the lead story on email, which I also wrote.

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EDITOR'S PICKS: NOMAD'S LAND

Supporting the summer buy and interpreting the internal marketing theme of escapism for the summer months, I asked three senior members of the buying team to select their travel essentials for their favourite destinations.

This piece of content was the main editorial for the week, taking over the homepage and email slot. 

Click the thumbnails below to view a selection of newsletters, email subject lines, and brand biographies.