DISTRIBUTION STRATEGY
The collection with be available online (internationally) and in stores (nationally UK and Ireland). However, not all of the products will be available in all stores. I have
listed in the range plan which type of stores each item will be in.
The flagship stores (A) will contain the whole range, limited edition products and will have some extras which can only be bought in store to make the product special.
These flagship stores are located in London – Oxford Street, Marble Arch. Manchester, Glasgow, Newcastle, Liverpool and Birmingham to name a few. The flagship stores in the Middle East, Ireland, America and Europe will have the whole collection in their stores.
The large shopping centres (B) such as Westfields, Bluewater, Trafford Centre, Birmingham Bullring and Trinity Leeds will stock the basics and fashion essentials.
The small cities and towns (C) will only stock the basic part of the range, there will be promotion within these stores to get the customer to shop online for the collection and to visit the flagship stores for events and competitions. Online we provide a click and collect service so customers can order the collection in store or online and have it sent to their home or another store, so the collection is available to them even if they are not located close to the flagship stores.
River Island has six websites operating in our currencies, therefore the collection will be available worldwide.