Abstract
?To provide Hong Kong customers with the fun, fashion and feel-good experience.' This is the mission statement that was adopted and instituted in the UK market. Gradually, this statement was just not a statement by itself but proved its value when success was witnessed in the UK by adopting the Harvey Nichols brand. As the departmental store had a vision to diversify and create value globally, it first touched the offshores of Hongkong. Thus, Hongkong emerged as a country which was modeling and adapting the Harvey Nichols brand values in its environment. The Harvey Nichols strategy was precise with the intention of providing complementary product selection to enhance the Landmark's product offering. It embarked on creating a product selection that differentiates Harvey Nichols from its potential competitors. Consistency is the key characteristic of the Harvey Nichols traditional store layout. Consistency being the epitome of success for the Harvey Nichols brand, it seeks to cater to the needs and wants of the target costumers. Further, it also considers the choice of the right product lines and departments to be represented as success factors. With respect to ideal positioning, Harvey Nichols maintains integrity and leaves no stone unturned to retain the high luxury British image.
