I was asked to come on board and support Harvey Nichols Dubai’s Marketing team in developing the copy for the Spring-Summer 2017 edition of their bi-annual publication as a ghost writer.
The magazine served two main purposes from a Marketing perspective, one to raise awareness for the new season buy amongst existing and potential customers and two, to reinforce Harvey Nichols‘ authoritative and pioneering position within the luxury retail market.
As the publication spoke directly to the brand’s consumer, I worked with the brand’s in-house Marketing team to establish the tone of voice: luxe, chic, knowledgable and approachable.
The content featured was selected by the Harvey Nichols‘ retail team based on what the commercial and retail focuses were. I developed the copy for each element in a manner that addressed the consumer directly; educating and inspiring them for the new collections with the intention of building excitement and intrigue to drive footfall and sales.
The 90-page in-house magazine came out in February 2017 and covered menswear, womenswear, jewellery, beauty and grooming in a manner that catered to devoted and novice luxury enthusiasts alike.
Complete magazine PDF available upon request.