Marketing Mix
Product:
In the River Island X Cara Delevingne collection they sell: bralets, hoodies, dresses, leggings, jogging bottoms, crop tops and more which makes it easier for outfit building. It is high quality and reasonably priced. They keep up-to-date with the latest trends as they stock basics and fast fashion products for their target market. The garments are size ordered, placed in departments which makes it easy to find and folded nicely which creates good customer service. They also have a 30 day returns policy.
Place:
There are 350 stores across the UK, Ireland and internationally in Asia, Middle East and Europe. They are also online with six websites in four currencies. River Island is also stocked on Asos.com and Selfridges. The stores are found in inner cities and suburban areas. Their flagship store is located on Oxford Street in London. The range will be accessible in all stores in the UK, flagship stores worldwide and online.
Price:
The products are reasonably priced for their customers. They use competitive pricing strategy, to compete with Topshop, New Look and Zara. They will offer 20% discount to students.
Promotion:
River Island and Cara Delevingne have a range of social media sites such as Twitter, Facebook, Instagram and Snapchat, to showcase new ranges. They have websites, blog and #IMWEARINGRI to connect with customers. They have collaborations with other designers and celebrities to keep it new and fresh. They have student discount days and seasonal discounts. They appear in magazines such as Vogue and Elle, they also have their own magazine called “Style Insider”. Cara Delevingne has a high following on social media and connects with her fans by posting pictures, videos and written content.