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I used this article to research River Island's AI innovations and it told me about the new stock management system that will allow the company to monitor accurate product performance - key data that will allow them to make essential decisions when coming back from their £51.5 million loss in the upcoming seasons.

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River Island's Instagram has a following of 2.4 million people - a huge reach but compared to rival brands it is very small - one thing they could do more of is interactive Instagram stories like polls where the customer can connect with their story - but also get general customer data. This gives the customer a sense of satisfaction and also benefits the company as it is a way to track data. They have good way to wear ideas with their hashtag that they promote in each post and their bio - #ImWearingRI.

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I used Edited to look at the product performance for River Island and then I used other competitor brands to compare their performance. This helped me to have a clearer understanding of the competition between these brands and how the quantity of their products makes a difference to the quality of their items.

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Good On You rates River Island very low which is not a good thing when many customers use this website due to the social revolution for sustainable fashion.

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River Island - Sustainability Rating - Good On You

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River Island’s environment rating is ‘not good enough’. It uses some eco-friendly materials including organic cotton. There is no evidence it has taken meaningful action to reduce or eliminate hazardous chemicals. There is no evidence it reduces its carbon and other greenhouse gas emissions in its supply chain. There is no evidence it implements water reduction initiatives.Its labour rating is ‘not good enough’. Little of its supply chain is certified by labour standards which ensure worker health and safety, living wages or other labour rights. It received a score of 21-30% in the 2021 Fashion Transparency Index. There is no evidence it implements practices to support diversity and inclusion in its supply chain. There is no evidence it ensures payment of a living wage in its supply chain. It discloses partially adequate policies or safeguards to protect suppliers and workers in its supply chain from the impacts of COVID-19. p>Its animal rating is ‘not good enough’. It has a formal animal welfare policy aligned with Five Freedoms but has no clear mechanisms to implement. It uses leather, down and exotic animal hair. It has a policy to source wool from non-mulesed sheep but does not provide evidence on how it is implemented. It does not use fur, angora or exotic animal skin. It traces some animal products to the first stage of production. River Island is rated ‘Not good enough’ overall.

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I think that the custom profile for River Island would fit a Trendy or Bigger because they are always keeping up to date with trends while maintaining a brand image that their consumer desires. One important aspect for a blogger is to keep their identity and stand out and River Island definitely does this by making sure they intertwine their image with relevant trends and collections.

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Living for the moment, Aspirant Tribes know the look, music and lifestyle they want - and will spend big in order to get it! Attuned to what's happening in Leading Edge circles, it's about keeping up with what's cool but without all the hard work of creating it themselves. These Tribes will be found in Student Unions across the UK, from UE to Loughborough.

Social butterflies, they are spending summer holidays hitting the festival circuit - from Bestival and Secret Garden Party in the UK to Croatia's Outlook and Serbia's Exit festival. Whether it's the latest pop-up, food truck, concept store, art gallery or nightclub, they want to be the one to have seen it first - and post it on social media. Experience seeking drives the Aspirant segment, and introducing the newest fashion and music to their friendship group motivates Tribe members.

From the ubiquitous gap year alpaca jumper, to the MacBook Pro, Ugg boots and Hershel backpack, Aspirant Tribes are big consumers with strong brand affiliations. Brands trying to crack the Aspirants need to work hard to prove their cool credentials. They need to be in the right place, at the right time, with the right people - although appealing to them may be challenging, those who do are rewarded with surprising brand loyalty.

Trendies

Trendies are driven by beautiful things and beautiful people, Trendies love fashion and are always looking for the next big trend!

They're the biggest outwardly 'brand-me' Tribe - they're universally aspirational in fashion and music, both offline and online.The rise of Mainstream Brand Me behaviours and fast fashion means the Trendies are still going strong and are one of the biggest Tribes on the map in 2015. Their influence is if anything growing, as more and more Trendies lean towards vlogging and sharing their super-soft-focus, Instagrammable lives online - inspiring younger teens to live a perfect life.

Vloggers
Vloggers and Bloggers are at the heart of today's Tribal map - inspiring a whole generation how to live.
In 2012 Tumblr Kids joined the map - by 2015 Vloggers are one of the most familiar and famous Tribes in the UK. A catch-all Tribe to describe young people that are vlogging, blogging, tweeting and instagramming their lives, attitudes and values online; they aren't creating culture and new social norms (bar those with 1M+ followers!) but are having a huge impact on youth culture today.

New Casuals

New Casuals are football mad lads with a love of underground club music and understated fashion - but will move to the next thing once it becomes predictable...

Hypebeasts

Urban and Skater inspired, US-rooted breed of New Casual - who love Hip-Hop and electronic, niche knowledge, luxury sportswear and limited editions.

Hypebeasts are a new breed of New Casual/Hipster- obsessed with the aspirational Urban lifestyle and the brands that go with it. With a thriving online culture, key icon products and their own language (Bump, OG, Grail, Wavey...) they are thriving - but bitchy too!

New Casuals
The New Casuals are unchanged on the map - think twenty-something, understated lads that consciously maintained low-key style from Norse, APC and Folk.
Their hate of hype and broadcasting their lives makes them polar opposites to the Hypebeasts! While they share a love of music, festivals, fashion and footy - the Hypebeasts are all about niche language, products and 'getting in there first'.

Hipsters
It's been a long time coming - but the Hipsters are firmly out of the Leading Edge, and are getting younger by the year.
Poor Hipsters! Since 2012, they took over being the vilified Tribe from the Chavs - synonymous with being 'try hard' and vacuous at a Tribal level, but receiving derision from wider British culture too (even your dad knows what a Hipster is in 2015!).

As authenticity became a key tenet of youth culture and the Hipster look was disseminated to teens via Primark; the iconic skinny jeans, glasses and obsession with Bergheim made the Hipsters a stereotype and an insult for the original Hipsters (most of whom have now aged out of the Tribes model).

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Living for the moment, Aspirant Tribes know the look, music and lifestyle they want - and will spend big in order to get it! Attuned to what's happening in Leading Edge circles, it's about keeping...

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Here I navigated Acorn to make sure I chose the right type of person for my customer profile on my brand report. I chose Socialising Young Renter because that fit the customer profile due to her job, age and income.

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Acorn is a powerful consumer classification that segments the population into 62 different types, providing a detailed understanding of the consumer characteristics of people and places across the UK. Whether you are trying to understand your existing customers, identify profitable prospects or allocate resources effectively, Acorn can provide insight to help you do just that.

Try acorn now

Try acorn To try Acorn you will need to register

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Acorn - The smarter consumer classification | CACI

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Acorn is a powerful consumer classification that segments the population into 62 different types, providing a detailed understanding of the consumer characteristics of people and places across the UK. Whether you are trying to understand your existing customers, identify profitable prospects or allocate resources effectively, Acorn can provide insight to help you do just that.

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I asked 10 people what they thought of River Island.

What are some weaknesses?
Outdated designs
Dupes of designer clothing
Tacky and always the same trims and details

What could they do to convince you to shop there?
Lower Price points
fresher designs
Better promotions

What would you shop in River Island for?
50% workwear
80% party wear too
100% not basics - can be found cheaper

What would you buy there (products)?
Bags
Shoes
Coats

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This floral print goes hand in hand with Vibrant Vacation as it is a bright and fun trend which plays into the 'dopamine dressing' that dominated the SS22 catwalks. They have become bolder and designers like Laura Biagiotti have capitalised on the consumer demand for energetic prints by using this trend.

#Graphicskins is a larger, bolder and fresher take on standard animal print. With brighter mixes and quirky colour ways the trend has been spotted all through the catwalks for SS22. These colours match perfectly with the trend because they inspire a level of freshness for the print, and also make it eye-catching and fun. This trend relates to Vibrant Vacation as it gives the consumer an exotic feel that allows them to reminisce on getaways and provides them with a form of escapism - which is desired in the current post-covid social climate. These prints have been noted predominantly in houses like Roberto Cavllii - who is notorious for his animal print designs - who have used it on silhouettes like flowing maxi dresses.

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This report analyses different shapes and styles of dresses for the 2022 S/S season and this has helped me to define the style and silhouettes for my trend report. Maxi dresses are current through most trend themes and will be a consumer staple for the upcoming ss22 season.

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Neutrals alongside pops of bright colours has inspired my colour palette because it ties in with the Vibrant vacation trend seamlessly. With the current consumer climate for optimism and escapism, brights and bolds allow the consumer to create an impact in a post pandemic society.

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These trade shows are hosted in various places in the world such as Paris

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Discover our shows Professional events aimed at assisting fashion industry professionals to develop their product offering throughout the year. Première Vision Paris @Paris, France The global event for fashion professionals Next show : 8-10 February 2022 Learn more Première Vision New York @New York…

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Shows

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Florals are up by 24% and have the largest mix of all of the prints group with 30%. It is a staple that evolves from season to season and is constantly appreciated by consumers.

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This trend goes hand in hand with Vibrant Vacation as it includes a similar bold colour palette and energised aesthetics. They are both aiming at the consumer demand for escapism and uplifted spirits. I have taken some inspiration from this trend when researching about Vibrant Vacation as it is important to watch the difference i performance and to see if there is any aspect I could take and use in my trend to improve it.

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Freeman Grattan's Feel Good range sourced their cotton from a non-profit African organisation.

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Independent Retailers;
- Exclusive offers
- Personal experience
- Good quality
- Not governed by trends
- Unique products
- More expensive
- Regular customers - customer loyalty