Harvey Nichols Group of London will organize, under the sponsorship of the Ministry of Economic Development and of ICE-Italian Trade Agency, a promotion of Italian products titled “BRITALIA.”
The promotion will take place at the central headquarters of Harvey Nichols Group in London, in the seven UK branches in Manchester, Edinburgh, Bristol, Birmingham, Leeds, Liverpool and Dublin, and in the seven overseas branches in Hong Kong (two locations), Istanbul, Ankara, Kuwait, Dubai and Riyadh.
For this promotion, the chain of Harvey Nichols department stores will purchase a large amount of Italian products for tens of millions of Euros.
The purchases will cover all the principal “Made in Italy” products and will include womenswear, menswear, leather goods, accessories, footwear, giftware, perfumes, wine and food products.
In the promotion, special emphasis will be devoted to adding new suppliers and new products.
To promote and increase the sales of Italian products, Harvey Nichols Group will implement an important marketing plan, with a Public Relations and advertising campaign to take place in the major, most prestigious fashion magazines, local journals, the Harvey Nichols Group gift guide, on-line, and through brochures, shopping bags, posters, and various signs. In addition, the chain will dedicate its external windows and principal exhibition areas inside its central headquarters, its UK branches, and its overseas branches to Italy and to Italian products for the entire duration of the promotion.
For its advertising and promotional campaign, Harvey Nichols Group will invest a few million Euros.
To give more result and ensure great success to the promotion, Harvey Nichols Group will organize six wine and food tastings to be held in connection with the promotion: two in London (one at the beginning of the promotion, to announce the same, and the other one during the promotion), one in Edinburgh, one in Dublin, and two in Hong Kong. All of these wine tasting initiatives, with the exception of the first (to be held at the headquarters of the Italian Embassy in London), will take place in each Harvey Nichols store.
The wine and food tastings will be organized, on behalf of Harvey Nichols, by the Italian Wine & Food Institute of New York, a non-profit organization that specializes in this type of events. Italian and local personalities, VIP, trade representatives, selected clients of the store, and journalists will be invited to these tastings.