Download - Harvey Nichols

Transcript
Page 1: Harvey Nichols

Training Beyond ExpectationsLate last year, luxury lifestyle retailer

Harvey Nichols asked us to help them

develop materials for a new programme

for Sales Advisors, called Beyond Expectations.

The idea was to create a new and interesting way of training, developing

and communicating with Sales Advisors

about all aspects of customer service

and selling techniques. We were to

create materials that Sales Advisors

would use in conjunction with the face-to-face training they were completing.

We began by producing the Beyond Expectations magazine – a

‘workbook’ with a difference. The glossy, full-colour magazine refl ects

the brand ethos of the high-end fashion retailer. It looks

and feels like a quality fashion magazine, and the content

is a combination of individual activities and informative

articles, including a brief history of fashion, the selling

process, and biographies of top fashion designers.

H A R V E YN I C H O L S

beyondEXPECTATIONS

AU

TU

MN

/W

IN

TE

R

20

09

Matthew Williamson’s meteoric rise from

fashion graduate to international success in

just 10 years makes him unique within the

British fashion industry.

Born in Chorlton, Manchester in 1971,

Williamson was offered a place at Central St. Martins

College of Art and Design in London when he was 17.

After graduating in 1994, his fi rst job was a freelance design project with the

fashion house Marni. Williamson was then employed by British fashion company,

Monsoon and Accessorize, before founding Matthew Williamson Ltd in 1997 with

business partner Joseph Velosa.

Williamson’s debut show in September 1997 was called ‘Electric Angels’ and

included models Jade Jagger, Kate Moss, Helena Christensen and Diane Kruger. He

showed at New York Fashion week in February 2002.

The Matthew Williamson fl agship store opened in London’s Mayfair in March 2004.

Williamson won Elle Designer of the Year 2004 and was awarded the 2005 Moet

and Chandon Fashion Tribute and the 2008 Red Carpet Designer of the Year at the

British Fashion Awards. He has also been nominated three times for Designer of the

Year at the British Fashion Awards.

In 2005 he took over as Creative Director at LVMH-owned Italian house, Emilio

Pucci, while continuing at the design helm of his namesake company.

In 2007, the label’s 10th year anniversary was celebrated with a one-off show at

London fashion week and an exhibition dedicated to his retrospective at the Design

Museum, London.

Williamson continues to show his collections at New York fashion week, and the fi rst

Matthew Williamson US fl agship store opened in New York earlier this year. Two

further free-standing stores are due to open in 2009, in Dubai and Kuwait.

The uniqueMATTHEW

WILLIAMSON

18

Matthew Williamson’s designs are a riot of colour,

pattern and embellishment. The signature print style

consists of an outline – either black or white – which

is then fi lled with a fl at or graded synthetic colour.

Celebrity fans include Cat Deeley, Sienna Miller,

Kelis and Cheryl Cole.

19

AshfordTailored Training Ltd

Page 2: Harvey Nichols

To complement the Beyond Expectations magazine, we are also designing and producing seasonal fashion supplements (Spring/Summer 2009 proved a great success, and we are currently working on Autumn/Winter 2009).

With the same look and feel as the central publication, these supplements contain articles about the new season’s trends, information about fashion brands and Harvey Nichols stores. They also include advice for the Sales Advisors on selling and customer service.In addition to the magazines, we are currently workingon the Beyond Expectations board game, for use as partof the face-to-face programme.

Got it allin the bag?

8

The designer handbag is a badge of style that refl ects a woman’s self-image and what she wants to project to the world. It’s also a practical accessory that no woman wants to be without. So, she needs tolook after it!

That’s why, when a customer buys one of our handbags, it’s vital that you advise her to store it in its dust bag, so it is less likely to get scuffed or scratched.However, it is important not to be too obsessive. Designer bags cost a lot of money, so customers

should use their bags and enjoy them. When you think about it, designer bags are terrifi c value. For example,

compare a £600 bag that is used every day for a year, with an evening dress that costs £300 and is worn only once or twice.

Look after itWhen cleaning a leather bag, always apply leather conditioner to a cloth rather than directly on to the leather, and only apply a protector spray after conditioning the bag fi rst. Apply cleaning products in smooth, continuous, sweeping movements to avoid concentrated areas of product that could stain the bag.Many modern handbags have a great deal of hardware (zips, buckles, metalwork and chains). This can be an integral part of the design of a bag (think Chloe Paddington) and if the hardware is looking a little tired, it may need cleaning. Using cleaning fl uids such as Silverware or Brasso is fi ne, but you should always protect the leather or other material of the bag by covering it with a protective layer of fabric.

Prove it’s genuineContralto cards are important extras that come with luxury designer bags. Explain to customers that they should keep the contralto cards, original tags and authenticity cards inside the dust bags. Some manufacturers will not repair bags without this proof of authenticity.

9

Ashford Tailored Training, Wallington House, 35A Waterside Gardens, Fareham, Hampshire PO16 8SDTelephone: 0845 555 65 65 ● Fax: 01329 242931 ● Email: [email protected]

Website: www.ashfordtraining.co.uk ● Registration No: 6545463


Top Related