River Island is a well know high street brand that has over 50 years’ experience in fashion retail, it provides a big range of stylish clothes but most importantly its price that is affordable and its products are good quality. River Island has now become a nation loved high street store. It is a store that communicates with its target audience and other very well.
Over the years River Island has become more and more successful. It has gained many important titles from its competitors. Topshop and River Island have always been rivals as they are two very good high street style shops, however, for the past three years River Island has been growing and have taken the “best shop on the high street” title off rival Topshop for three years running. As well as this their award follow with titles such as “best bags” and “best place to spend GBP50.” These are competitions set by Company magazine and the winners are chosen by more than 6000 people through their online voting system.
Not only do competitions like this gain more awareness and popularity for the brand but its free promotion for the brand.
River Island advertises itself in many different magazines. The promote garments, accessories and products that are often copied from celebrities or catwalks.
Being able to promote River Island in a well-known magazine offer them a good chance at enticing more customers both in store and online, and in the end increasing profits and promotion.
River Island don’t just use magazines but also use outdoor advertisement. They have many billboards, and posters on taxis and buses. This is a very good form of advertisement as it targets people who are always on the move, often this tends to be a younger age range.
River Island also sponsors Graduate Fashion Week which brings advertising all over the world, for designers and students who would love to start a career in the fashion industry.
River Island communicates most with their target audience by the clothing they bring out. It may sound weird, but they keep up the communication by constantly satisfying their customers with new trends, quality, design and durability. This is the reason River Island day by bay get the support and demand from their customers. The target audience knows they can count on River Island, so constantly look on their website on look in store. This keeps up the relationship between the store and target audience.
Almost every brand, social media platforms are extremely important to them to keep contact between the target audience and try to capture new customers. Social media platforms like Instagram are specifically important as they are able to share photos of latest products and latest trends. Also, using Instagram enables celebrities to endorse the brand. They can easily post photos in the clothing and the audience just loves it. This also help bring in new customers, if someone sees their favourite celebrity in an outfit they want, the chances are they will buy it almost instantly. River Island in the past have got celebrities like Pixi Lot to promote their clothing.