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1. Training Beyond Expectations Late 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 reects 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 Y N I C H O L S beyondEXPECTATIONS AUTUMN/WINTER2009 Matthew Williamsons 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 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. Williamsons 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 agship store opened in Londons 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 labels 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 rst Matthew Williamson US 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 unique MATTHEW WILLIAMSON 18 Matthew Williamsons designs are a riot of colour, pattern and embellishment. The signature print style consists of an outline either black or white which is then lled with a at or graded synthetic colour. Celebrity fans include Cat Deeley, Sienna Miller, Kelis and Cheryl Cole. 19 AshfordTailoredTraining Ltd 2. To complement the Beyond Expectations magazine, we are alsodesigning and producing seasonal fashion supplements (Spring/Summer2009 proved a great success, and we are currently working on Autumn/Winter 2009). With the same look and feel as the central publication, thesesupplements contain articles about the new seasons trends,information about fashion brands and Harvey Nichols stores.They alsoinclude 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 all in the bag? 8 The designer handbag is a badge of style that reects a womans self-image and what she wants to project to the world. Its also a practical accessory that no woman wants to be without. So, she needs to look after it! Thats why, when a customer buys one of our handbags, its 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 terric 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 it When 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 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 uids such as Silverware or Brasso is ne, but you should always protect the leather or other material of the bag by covering it with a protective layer of fabric. Prove its genuine Contralto 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 AshfordTailoredTraining,Wallington House, 35AWaterside Gardens, Fareham, Hampshire PO16 8SD Telephone: 0845 555 65 65 Fax: 01329 242931 Email: info@ashfordtraining.co.uk Website: www.ashfordtraining.co.uk Registration No: 6545463


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