Improved Price

As a high street fashion brand, we should look to keep the prices around the same that they are now. Instead, we should look in try and increase the quality of the products (ie. find different textiles to use on the clothes that won’t break the bank but, if used properly, can feel like higher quality).

You can keep the same skimming strategy that has been already in place, however now (with a new target marketing looking to be introduced) you can use market research surveys as a possible way to get a representative sample and as a way to ensure you are asking the right people to gain the right responses.

Another way to improve your price to take a new look at where the company is located on the brand positioning map. Our new goal is to have River Island a leaning to be right in the middle of classic and trend focused while aiming to be a little lower on price ranges.