For the Christmas season this year, British department store Harvey Nichols introduced a festive, charitable holiday choir experience centered around "Harvey's Angels" and a mission to support women who want to get back to work.
For a limited time throughout the end of November and the beginning of December, the retailer donated 10% of online and in-store purchases from its Knightsbridge location to the Smart Works charity. In-store, Harvey Nichols set up a "shoppable Christmas Choir" dressed up in party looks, which were also shared to Instagram for reference and ease of online shopping.
As well as helping women look their best over the holiday season, the shopping experience also supported women in the workplace, as well as expressed the department store's ongoing commitment to women in this regard.
What's Driving This Trend
- Shoppable-christmas-choirs
- The trend of shoppable Christmas choirs provides an innovative way to showcase and promote holiday fashion while supporting charitable causes.
- Instagram-shopping-experiences
- The rise of Instagram shopping experiences offers a convenient and interactive way for consumers to shop and engage with brands.
- Charitable-retail-campaigns
- Charitable retail campaigns like Harvey Nichols' provide a unique opportunity for companies to give back to society while promoting their products.
Who This Affects Most
- Retail
- The retail industry can explore the concept of shoppable choirs to create immersive shopping experiences and drive sales.
- Fashion
- The fashion industry can leverage Instagram as a platform for showcasing looks and driving online shopping, as demonstrated by Harvey Nichols' campaign.
- Non-profit
- Non-profit organizations can collaborate with retailers to create mutually beneficial campaigns that raise funds and awareness for their causes.
