Executive Summary Overview
H&M, Topshop) all have more specified target
River Island has 350 stores across the
United Kingdom, Europe, Asia and the Middle East. In central London, they have two main
markets and better products to fit those markets. • 18 year old: is usually given allowance, wants
stores on Oxford Street. Oxford Street is one of
to spend money on trends and looks to go
London’s most frequently visited shopping
out in (now they can drink in the UK so
streets, and is one of the most popular tourist
looking for outfits to go out in), has no taxes/
destinations for the city. The annual estimated
rent to pay
turnover rate on Oxford St. is about £5 billion a
• 22 year old: has disposable income after rent
year (Hobbs, 2020). There are over 300 shops
and bills are paid, fresh out of school so has
on the High Street, with River Island being on
lots of loans to pay off and brand new job, no
both sides of the exit from Oxford Circus
time to shop, is not looking for trends
Underground tube station.
• 30 year old: will probably have a significant other/kids to take care, income is going
Typical Consumer
towards family and not trends/fashion
The typical consumer of River Island is very hard to pinpoint because they target a vast majority: with a women’s, men’s and children’s section, consumers from many different ages and demographics come in to shop. The quality is from teenagers to young adults. However, the prices are more so aimed
End Results of Plan The end results of this plan is to: • define their target audience to more specifics • focus their product to that audience • make shopping at River Island more of an “experience” and more enjoyable.
for working middle aged people. This is why they aren’t reaching their consumer because it is way too vast of a target: middle market men and women aged 18-35. A 18 year old girl is a completely different market than a 22 year old woman and even a 30 year old. Their competitors (ie. Zara, 1
