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Running Head: River Island brand 1 Marketing strategy analysis Report on River Island brand ABC Date River Island brand 2 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. River Island brand 3 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 River Island brand 4 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 River Island brand 5 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 River Island brand 6 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 River Island brand 7 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). River Island brand 8 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. River Island brand 9 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 River Island brand 10 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). River Island brand 11 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 River Island brand 12 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. River Island brand 13 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 River Island brand 14 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 River Island brand 15 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. River Island brand 16 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.