CASE:River Island
Industry: fashion clothing textiles
Genre: retail
Founded: 1948 as lewis separates
Headquarters: London, England
Area served: United Kingdom, Canada, Ireland, Netherlands, Poland, Russia, Singapore, Spain, turkey.
Products: women, men’s and children’s clothing, footwear, accessories and maternity wear.
Website: www.riverisland.com
River Island is among the UK's leading high street fashion chains, selling a exceptionally wide range of stylish but low-priced clothing, targeting middle-market men and women in the 18-30 age range. Although the majority of stock carries the main River Island brand, the group has launched a couple of additional brands, such as Holloway Rd menswear and the Chelsea Girl label for young women, relaunched in 2011. There is also a line of children's clothing. In 2012 , there were rumours that singer Rihanna, apparently a fan of the store's clothing, might launch her own range through River Island.
The fashion retailer’s campaign will hit the September editions of glossy magazines such as Elle and Glamour promoting its autumn 2011 collection. River Island creative director Farida Kaikobad said the retailer wants to “grow and grab market share”. She said: “We’ve always been a quiet company, but we need to start talking. We’re proud of our product and what we’re doing. We’re going to be a little more aggressive.” Kaikobad said the move was partly down to the tough trading conditions. The retailer has also refreshed its logo to coincide with the campaign, which will be rolled out across all its stores nationwide. Kaikobad said the logo was more modern and in line with River Island’s brand. She said: “River Island is responding to the difficult trading conditions by becoming fresher. You can see that in our autumn collection, so we’re shouting about that in our advertising and in our new logo.” Kaikobad said it was a opportune time to kick started advertising again to communicate developments such as the relaunch of iconic 1960s brand Chelsea Girl and the kidswear range which debuted last year. The ads will feature in both monthly and weekly fashion and lifestyle magazines, as well as online, on the retailer’s website and in store. Therefore, for the River Island the best advertising is print media combine with online meida.
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