Improved Product One suggestion to improve River Island’s products is to change their hero product. Instead of focusing on the bags, the brand should put their efforts into their going-out/evening outfits. Nowadays, River Island is completely lost in their target approach and therefore don’t have a hero product. They have a wide range of dresses and like to promote their going out/ party clothes. This is one of the only things we understand as a target so they should focus more on their party clothes as a hero product.
28
