HARVEY NICHOLS x RAW EMOTIONS COLLABORATIVE PROJECT

In celebration of the Chinese New Year, Harvey Nichols announced its highly anticipated collaboration with Hong Kong-based brand RAW EMOTIONS. The collaboration drew inspiration from Hong Kong indie style and popular culture, showcasing RAW EMOTIONS' eccentric and playful approach to mundane items and fashion. The result was a limited edition of the label's coveted "Lucky Cat" rug, consisting of only 200 pieces.

To create a sense of exclusivity and drive demand, the Harvey Nichols exclusive rug featured a bespoke colourway of off-white and pastel pink, marking RAW EMOTIONS' first foray into a subdued and light colour palette, specifically designed for Harvey Nichols. This limited-edition rug became an irresistible collector's item for those with a discerning taste in home décor.

To maximize the impact of the collaboration and drive demand for the limited-edition RAW EMOTIONS "Lucky Cat" rug, strategic marketing techniques were implemented.

Firstly, influential collaborations played a crucial role. Key opinion leaders (KOLs) and influencers in the interior design and home décor sphere were engaged. These influencers showcased and promoted the exclusive rug across various social media platforms, generating buzz, curiosity, and increasing demand among their followers.

In addition, media coverage was leveraged to amplify the reach and visibility of the collaboration. Prominent publications and online platforms featured press releases, feature stories, and product reviews to create excitement and awareness. These media efforts enticed potential customers to explore and consider the limited-edition rug.

The strategy of limited availability played a pivotal role in driving urgency and desire. With only 200 pieces produced, the rug became a coveted collector's item. The scarcity and exclusivity surrounding the limited-edition nature of the rug heightened its perceived value and motivated customers to make a prompt purchase to secure this unique piece.

To incentivize and reward customers, a gift with purchase (GWP) strategy was implemented. Customers who reached a specific purchase threshold received the RAW EMOTIONS "Lucky Cat" rug as a complimentary gift. This strategic approach not only increased the perceived value of the rug but also encouraged customers to spend more, driving sales and increasing customer satisfaction.

Through these well-executed marketing techniques, the RAW EMOTIONS "Lucky Cat" rug was successfully positioned as a highly desirable and sought-after item. The collaboration generated significant excitement within the interior design community, resulting in increased demand, sales, and overall success for both brands involved.