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Running Head: River Island brand
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Marketing strategy analysis Report on
River Island brand
ABC
Date
River Island brand
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Executive summary
The paper specifically associated with the marketing strategy analysis of river island
brand. In the introduction section background and history of brand discussed to understand the
purpose of the report. Challenges in promotion fashion marketing described to enhances the
strategic implications. There are certain promotional activities executed by river island brand to
communicate company offerings in a good manner. Personal selling, advertising, sales
promotions, public relations and direct marketing are the major elements of promotional strategy.
Various types of promotional tools have been utilized by River Island in their marketing
approach. Development of new joint online advertisement programs across the UK enhances the
credibility of brand awareness in international markets.
Advertising is the major tool in
promoting fashion marketing. Strong presence over social media highlighted the feedback of
potential customer to improve the products and services. Effective utilization of social media
strategy with a number of sales promotion offerings by discounts and membership offerings
reveals the promotional strategy of River Island brand. In addition, other promotional tools are
also utilized by River Island like newsletter, River Island apps, and celebrity endorsement with
RIHANNA ensures the promotional efforts of the brand management. Seasonal discounts, as
well as special discounts for university students, recognized as sales promotion strategy of the
River Island. Marketing mix analysis highlighted the strategic management of marketing of river
island brand.
In last, recommendations are provided for the improvement in the strategic
decision of brand.
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Table of contents
Executive summary ....................................................................................................................... 2
1.
Introduction ........................................................................................................................... 4
1.2 Purpose of report ................................................................................................................... 4
1.3 River island brand ................................................................................................................. 4
2. Challenges in fashion promotion and marketing................................................................ 5
3.
Market Analysis ..................................................................................................................... 6
4.
Competitor analysis ............................................................................................................... 6
5.
Promotional strategy of River Island................................................................................... 7
6.
Marketing strategy ................................................................................................................ 8
6.1 Current marketing strategy .................................................................................................... 8
6.2 Overcome bad publicity ........................................................................................................ 8
6.3 Action needed ........................................................................................................................ 9
6.4 Retail channels of River island brand ................................................................................... 9
6.5 Analysis of store/online environment ................................................................................... 9
6.6 Brand identity.......................................................................................................................... 9
6.7 Brand message..................................................................................................................... 10
6.8 Unique selling point USP .................................................................................................... 10
6.9 Methods of communication ................................................................................................. 11
7. Brand recognition ................................................................................................................ 11
7.1 Identification of brand positioning ...................................................................................... 11
7.2 Target market ...................................................................................................................... 11
7.3 Customer profile .................................................................................................................. 12
8. Identification of future opportunities ................................................................................ 12
8.1 Brand opportunities ............................................................................................................. 12
8.2 New products....................................................................................................................... 13
8.3 Product ranges ..................................................................................................................... 13
8.4 Opportunity in target market ............................................................................................... 13
9. Marketing mixes analysis .................................................................................................... 13
9.1 Marketing strategy of retail fashion .................................................................................... 13
10. Recommendations ................................................................................................................ 14
11. Conclusion ............................................................................................................................ 14
12. References............................................................................................................................. 16
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1. Introduction
The marketing strategy analysis river island brand provides the in-depth understanding of
promoting fashion marketing in the current competitive environment. The river island brand
selected for detailed marketing analysis recognized as the high street fashion brand. The
company located in London headquarters UK based. A wide range of primary and secondary
resources has been utilized to build strong evidence of promotion and fashion marketing. The
promotional strategy of island river has been identified to sure the credibility of efficient
marketing strategy. Brand identity and brand recognition explored in the report to manage the
organizationally committed values in the essential and adequate manner (Riverisland.com,
2016).
1.2 Purpose of report
The main purpose of the report is to investigate the marketing strategy of river island
fashion brand. Development of marketing strategy over time and current strategy exploration
described to understand the marketing theory of fashion promotion. Brand management and
needed action identified in the study for the development of effective marketing strategy. The
marketing strategy of River Island is focused on customer engagement to enhance the online to
offline understandings. Digital technologies are used to enhance the in-store experience of the
customer in the shop across all channels. River Island uses various types of promotional strategy
in their marketing management consolidations to identify right customers at the right place. One
of the key objectives of the report analyzes of river island expansion to Iceland and identification
of strategic implication for the franchise to focus on launching the brand in global markets.
1.3 River island brand
In discussing the history of river island brand, have 60 years of retail fashion experience.
The brand name of River Island is one of the well-known brands on high streets. River Island
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recognized as the renowned brand for affordable and stylish fashion brand. The unique touches
of River Island bring high standards of collection from the high street of London. Great going
outlooks, amazing denim, occasion wear, fabulous bags and shoes heighten the band brand
positioning in the minds of the customer. Creativity and innovation in fashion are the foremost
strategy of River Island for a brand new head to toe look. (Tsai, 2011)
The suppliers of River Island brand have globally network to build strong and long-term
ethically responsible manufacturing relationships. In 1988, the river island starting trading its
retail business channels. In 1948 Bernard Lewis and his brother opened a shop in London selling
wool of knitting. The river island is the privately owned company under the ownership of Lewis
family with more than 10,000 employees. The head quarter of river island brand has based in
London. In 2013, the sales of River Island continued to grow by effective promotional strategies
of fashion marketing.
Everything designed in the River Island by In-house. River Island is new
fashion arriving on every week in-store as well as the online store in every single week to get
exposure to a large number of customers (Riverisland.com, 2016).
2. Challenges in fashion promotion and marketing
There are certain challenges in the fashion promotion and marketing that reduce the
credibility of an organization to achieve desired goals and objective adequately. Identification of
most valuable customer, unable to keeping pace with changing trends, price discrimination, lack
of sales event planning and lack of demand prediction highlighted the challenges in the fashion
promotion and marketing strategy. Implementation of social strategies recognized as leading
issues for the river island in the current competitive business environment. Lack of event
campaign is also challenging for the brand to introduce innovative product characteristics in the
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marketplace. The company is facing issues regarding social media channels to integrate the
promotional strategies with the right customers (Brooks & Simkin, 2012).
3. Market Analysis
It is mandatory to analyze the market in order to get the complete understanding of plans
and tasks for an organization. One can understand a fashion industry has its own attraction for
the people in the new and modern world. Most of the time, people run to the new products at the
stores or go for online sales. The river island is a popular brand in the United Kingdom and
working in that country and industry of fashion from last 60 years. Market analysis is consisting
of market size and market potential or market trends.
In my opinion, the market size for this brand is enormous. The management would be
looking forward to filling space in empty areas. It is now working around the globe and quite
active in the United Kingdom as well. It is very necessary for this brand to follow the market
trends in the Asian region and in other markets. They should come up with more ideas and new
strategies to capture the regions of Asia. This brand should focus on the latest trends and
customer behaviors in different regions and make the market strategies according to their
demands. Anyhow, there is a great market for this brand and one can imagine with effective
marketing strategies, they can grow more in international markets. The online channel is
increasing towards valuable international consumers in to buy from outside (Balmer, 2012).
4. Competitor analysis
In the modern world, the industries and markets are open for everyone. Everybody is
presenting advance and new fashion products to the customers. Therefore, the competition is
quite high and in the same way, the river island brand has competitors. It is very necessary for
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river island brand to understand their competitors in order to compete well with them. This
company should understand their ways of thinking and other marketing tactics. It is the fact that
one cannot compete with competitors without the information of them. There are great fashion
houses and companies, which are earning great profit. These companies can nominate as
competitors of the river island.
The whistles, VILA clothes, ZARA, and monsoon are the great competitors to the river
island brand. The river island would have to work hard to compete with them on the large basis.
This company would have to overview the analysis of these great companies. The best way to
compete with competitors is to make new things. An innovation and new trends can attract more
customers and youth directly to river island brand. The second thing is to implement new
strategies and do not play dirty or bad games in business (Drapersonline.com, 2016).
5. Promotional strategy of River Island
It is the fact that river island has been producing great and adorable fashion products for
the world for almost 60 years. In addition, it is the world of competition and it is very necessary
for all the companies to promote their products. An effective promotion can make a great and
durable effect on the minds of the customers as well. The river island would have to make new
and great fashion clothes for the young generation in order to get extra attraction from the youth.
Secondly, there is a great way of promotional strategy is to enhance customer connection
through social websites as well. Strong presence over social media highlighted the feedback of
potential customer to improve the products and services (Charles, 2010).
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6. Marketing strategy
The marketing strategy of River Island associated with the segmentation, target market and
positioning. Towards segmentation, the brand reveals for fashion lovers for both men and
women between ages 18 to 35, specifically interested in fashionable and stylish clothing.
In
addition, accessories, footwear and stylish clothing are available at affordable prices. River
Island is only the brand that only high street fashion retailer in London and other international
markets. Offering seamless shopping experience by exploiting multiple channels recognized as
the targeting of River Island. Engaging customer and support potential needs of the customer are
the marketing strategy of River Island to get positioning (Conti, 2016).
6.1 Current marketing strategy
Continuity in differentiation and creativity in fashionable and stylish clothing accessories
and footwear is the dominating role in the current marketing strategy. The River Island offers
customized option to their customers to design their fashion items through in-store or either
online services. Thus advertising is the leading role in the current marketing strategy of River
Island through TV commercials, brochures, billboards and promotional offerings in store or
either online highlighted the marketing efforts to get the exposure of customers.
6.2 Overcome bad publicity
To overcome bad publicity, utilizing billboards, buses, and posters as well as the style of
River Island insider magazine are the other promotional strategies to aware brand consolidations.
River Island is isolating bad publicity by different marketing tactics to get aware about brand
consolidations. Strong public relations should be building either on social media or through
membership customers to provide the positive brand awareness of products and services in
competitive business environment.
Turn existing customers into brand ambassadors creates
positive respond towards the perception of customers.
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6.3 Action needed
There are certainly needed actions recognized for the River Island to promote the brand
consolidations in the minds of customers. Building brand awareness, Build a loyal user base and
sales promotions are the major brand strategy of River Island that over the bad publicity of
negative views of public opinion. These are the strategic imperatives of River Island to enhance
the credibility of customers with changing trends.
6.4 Retail channels of River island brand
One of the most aggressive strategies towards retail channels of River Island is exploiting
OMNI multiple channels to ensure the cross-channel behaviors. It specifically includes social
media, email, mobile and the web to integrate customer behavior in different markets. In stores,
social media and E-commerce are the retail channels of River Island. River Island is the fashion
retail brand that has been successfully trading in the UK over 60 years with great geographic
coverage experience (Riverisland.com, 2016).
6.5 Analysis of store/online environment
Towards the analysis of store/online environment of River Island ensure most successful
retail channel in competitive business environment. The presence of online order creates
convinces for the customer to order products online efficient and effective manner. Continuous
expansion in international markets with more than 300 stores of River Island reveals strong
presence in physical presence. International advertising programs and global supply chain
network heightens the strong presence of River Island in store presence.
6.6 Brand identity
The brand identity recognized as perception of brand in the minds of customer. The brand
identity associated with the typeface, tagline, tone, and name or could be logo. The brand
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identities of River Island are the combination of RI to integrate the unique identification of
brand. This sign reveals fashionable clothing for both men and women in a concise budget
(Yoon, 2013).
Figure 1: Brand identity
6.7 Brand message
Brand message highlighted the core values of customer to target the minds of customers.
The brand message of River Island associated with the most successful fashion retailer on high
street. Strong online presence of River Island in UK consolidates organization committed values
in a good manner. Fashionable contemporary engaging and clothing marketing strategy of River
Island indicate effectiveness in communicating the benefits of company offerings. "Love
fashion-Love River island' has recognized brand message of River Island.
6.8 Unique selling point USP
Unique selling point is a factor that differentiates characteristics of products from its
competitors. The unique selling point of River Island is seamless shopping experience through
multiple OMNI channel approach for the convenience shopping. Effective utilization of multiple
OMNI channels helps customers to purchase products of their choice through online purchasing.
In addition, the River Island has another unique selling point like amazing going outlooks as well
as occasion makes make to stand out in high streets of London (Hume, 2013).
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6.9 Methods of communication
To communicate the core values of River Island integrate marketing communication strategy
has been used to identify the potential values of customers. Building brand awareness strategy is
the leading role in the marketing strategy of River Island. The launch party for public and press,
social media, advertising campaign, public relation, fashion blog and press kit has been utilized
in the communication methods. Magazine, newspaper online blog, and TV & radio channels
have been used towards communication of brand offerings. Creation of exciting around flagship
store opening communication indicates communication of brand offerings.
7. Brand recognition
The brand recognition includes identification of brand positioning, target market and
customer profile as well.
7.1 Identification of brand positioning
The identification of brand positioning of River Island associated with the customer
engagement that has stylish products with high prices. The aim of the company is to bringing
original fashion and heart design products flourish in the market to get a positive perception of
the customer. Delivering fabulous design of fashion in-store as well as online ensures brand
positioning of River Island.
7.2 Target market
The target markets of River Island brand are for fashion lover for both men and women.
The ages 18 to 35 are the common target market of River Island. In addition, women 18 to 35
years, fashion who work for the successful career as well as single in relationship to express herself. It recognized as early adopters towards new trends, in addition, the women who go the gym
and watch videos of new look concerned with her head to toe look. Towards men age 18 to 35
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men confident in the successful career and get aware with social media and adapt new
technology are the targeting factors of River Island. Towards successful mom more than 30
years, who devoted in motherhood and career and early adopters of new trends. In last, the kids 0
to 12 years, who specifically enjoying dressing up as well as go with their parents for new
clothes (Hume, 2013).
7.3 Customer profile
For fashion lovers, both men and women age 18 to 35, concern specifically fashionable and
stylish products at affordable prices. The river island brand is looking for successful, confident,
fashion conscious and ambitious customers who seek stylish clothes towards traditional clothing
of fashion. The customers of River Island spend the considerable amount on fashion clothing for
noticeable hair to toe look. The customers of River Island is looking for great going out looks
fabulous shoes as well bags that initiates the perfect place to pick everything at River Island. The
customers of River Island are independent and brand loyal in relation with high self-esteem
(DAN, 2014).
8. Identification of future opportunities
There are certain identifications of future opportunities that include brand management
opportunities, new products, product ranges and further opportunity in the target market.
8.1 Brand opportunities
The brand opportunities for the River Island are to focus on customer changing trends for
better development of promoting fashion marketing. Quality fashion clothing at affordable price
determines the perception of the brand in the minds of the customer. Effective utilization of
OMNI multiple channels enhance brand awareness and reinforce to purchase brand products.
The retail fashion industry is growing in all over the UK.
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8.2 New products
The new product ranges of River Island are clothing, accessories, and footwear for men,
women and kids. The customers of River Island are early adopters and for the trends of new
fashion and ants value for money. This reveals that the new products of River Island adequate
and perfect to satisfy their needs.
8.3 Product ranges
The product ranges of River Island indicate the wide range of variety of men, women,
and kid clothing accessories. A wide range of product ranges sure the variety of clothing options
for the customers get a great number of exposure of customer in a store or either online.
8.4 Opportunity in target market
There is an opportunity for River Island to target the other segmentations with fashionable
marketing promotions. The increase in global internet users endorses to target global customer
through utilization of OMNI multiple channels.
9. Marketing mixes analysis
The marketing mix analysis of River Island associated with four Ps. Price, placement,
product, and promotions are the categories of four P's in the marketing mix analysis. The price of
the company recognized as premium price, while competitive pricing for high street clothing.
The placements of the brand are online as well as in stores. The products of the company are
clothes, shoes, and accessories. In last promotions of the company are celebrity endorsement and
utilizing social media channels (Balmer, 2012).
9.1 Marketing strategy of retail fashion
The marketing strategy of retail fashion recognized as advertising and sales promotions. In
this regard, the company is utilizing the celebrity endorsement technique by RIHANNA
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collection. Social media channels are used for the feedback of company offerings. OMNI multichannel approach is the main marketing strategy of retail fashion (Brooks & Simkin, 2012).
10. Recommendations
Free returns in on the services of online orders in store as well as by email should be intake
by the River Island to cater the potential trends of changing trends of customers. Development of
flagship stores should be open in various locations of international markets and domestics
markets as well. Sponsorship of “Reykjavik fashion festival” should entail in the marketing
strategy. In addition, style guide on screen within physical store should be presented for perfect
shop style. Google search engine optimization should be used for best brand awareness.
Continuity in development of fashion blogs in magazines and newspaper and public relations
enhances brand awareness. In addition, the River Island should develop loyalty programs, local
affiliations, eco-friendly collection and engaging customer though customization approach leads
to high profitability. The company should strongly works over sales promotions to encourage
target groups. Opening new offerings, free click and collection, seasonal offers a swell as
discounts, fancy Fridays with weekly offerings should be taken by River Island for the creation
of excitement for new product arrivals.
11. Conclusion
Thus to sum up all discussion about the River Island promotion fashion marketing descried
the theoretical concepts of marketing strategy for the improvement in business processes.
Challenges in fashion marketing described to understand the consolidations in the marketing
strategy. River Island recognized as most fashionable and style clothing brand in high street of
London with wide range of product category. The marketing strategy of River Island associated
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with the consistent in seamless shopping experience, brand awareness through advertising,
building loyal user over online experience and sales promotions to strengthen the River Island
positioning. Different marketing tactics explored to overcome the bad publicity. After that,
analysis of in-store and online environment of River Island elaborated in the fashion industry.
The product ranges of River Island indicate the wide range of variety of men, women, and kid
clothing accessories. The target markets of River Island brand are for fashion lover for both men
and women. The ages 18 to 35 are the common target market of River Island. The customer
profile is seeking fashionable and independent customers with high self-esteem.
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12. References
Balmer, J. M. (2012). Strategic corporate brand alignment: Perspectives from identity-based
views of corporate brands. European Journal of Marketing , 46 (7/8), 1064 - 1092.
Brooks, N., & Simkin, L. (2012). Judging marketing mix effectiveness. Marketing Intelligence &
Planning , 30 (5), 494 - 514.
Charles, G. (2010). River Island hires Landor for branding project. Retrieved August 31, 2016,
from http://www.campaignlive.co.uk/article/1007987/river-island-hires-landor-brandingproject#
Conti, S. (2016). British Retailer River Island Poised to Ramp Up Tech Development. Retrieved
August 31, 2016, from http://wwd.com/fashion-news/fashion-scoops/british-retailerriver-island-ramps-tech-development-10506874/
DAN, A. (2014). 11 Marketing Trends To Watch For In 2015. Retrieved August 31, 2015, from
http://www.forbes.com/sites/avidan/2014/11/09/11-marketing-trends-to-watch-for-in2015/
Drapersonline.com. (2016). The top five designer collaborations from 2016 so far. Retrieved
August 31, 2016, from https://www.drapersonline.com/retail/the-top-five-designercollaborations-from-2016-so-far/7010030.article
Hume, M. (2013). Ri Ri For River Island: Rihanna Launches Fashion Line At London Fashion
Week. Retrieved August 31, 2016, from
http://www.forbes.com/sites/marionhume/2013/02/17/ri-ri-for-river-island-rhiannalaunches-fashion-line-at-london-fashion-week/#40c3703c3ad0
Riverisland.com. (2016). About Us. Retrieved August 31, 2016, from
http://www.riverisland.com/inside-river-island/about-us
Tsai, S.-p. (2011). Strategic relationship management and service brand marketing. European
Journal of Marketing , 45 (7/8), 1194 - 1213.
Yoon, K. (2013). Fundamental of Customer-DrivenMarketing. Great River Technologies.