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1,brand identifying icon
2,brand mission statement

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3,the brand corporate aims
4, the brand customer focus

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5,the brand aesthetic
6,the brand ads campaigns,marketing,promotion.

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Week 14 Seminar 5 Pre-sessional activity  – Retail Management

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-      River island is a high-street fashion brand which have 350 stores across the world. Capital ‘RIVER ISLAND’ is the only logo of the company. There are wider range of product which including different age group of women and men clothing, shoes, accessories and home accessories, home furnishing and home fragrance. Meanwhile, the women and men ware are the key product that have 10 collection. Based on the target segmentation, majority of color is using black and white, grey tone. Also, have several patterns.

-      The mission of the brand aim to bring original and new fashion that people affordable. And majority of product is made by brand itself. Meanwhile, the designer of the brand is focus on high street. Customer can purchase products from retail store as well as online shop.

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l   The brand corporate aims

Short time :

RIVER ISLAND has a clear plan in the future that reflect in the retailer section ,the most important objective in 2018 is to launch five new flagships in UK .As well as this brand in a very representative local high street brand but also have a huge influence power in UK high fashion environment .Therefor ,open new flagship store is an effective way for this brand to improve the marketing promotion .Meanwhile ,the flagship is also the fort feature a new range of in-store experience the retailer s been developing in order to strong the shopping feeling so that increase the brand position and consumer’s psychological evaluation.

Long time :

1.       Build a long term competitive position .

2.       Create a strong, positive and unique image in the mind of the target group .holding on the exist target consumer power and keep attracting the potential customers attention that based on the consumer’s behavior analysis from the river island in order to create the biggest benefits in market share of high fashion .

Josie Cartridge, the customer director at River Island, said: "We needed an agency with a strong understanding of consumer behaviour, who can create and execute innovative, multi-channel campaigns across all touchpoints with a clear drive to effectiveness."

l   The brand customer focus

The target audience is middle-market men and women aged 18-35,as well as River Island has 30% market share among 18-25 year olds and 32% among 15-17 year olds.

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－River island is mainly known for stylish yet affordable products. Their unique aspects that they bring to the brand, sets the brand apart from the other high street brands. All the products and goods are made by themselves keeping in mind their
Original designs
Their recent advertising campaign is about river islands diverse ad campaign
-One of them “labels are for clothes” is a great campaign initiative towards promoting their AW18 collection by getting a help of models of different body, shape, abilities and race. They have also created a snapchat for the same to promote their ad campaign and let others express about it on social media.
-Their marketing startegies also include that the influencers were shot taking on their multiple identites.  They use celebrity endorsements to market their products and but putting up the ads on billboards about their latest collections.

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https://drive.google.com/open?id=12hAkaA5mPrCrgWRiO63A-dbo-dkRaDyR