Executive Summary

Overview

River Island has 350 stores across the United Kingdom, Europe, Asia and the Middle East. In central London, they have two main stores on Oxford Street. Oxford Street is one of London’s most frequently visited shopping streets, and is one of the most popular tourist destinations for the city. The annual estimated turnover rate on Oxford St. is about £5 billion a year (Hobbs, 2020). There are over 300 shops on the High Street, with River Island being on both sides of the exit from Oxford Circus Underground tube station.

Typical Consumer

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 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, H&M, Topshop) all have more specified target markets and better products to fit those markets.

• 18 year old: is usually given allowance, wants to spend money on trends and looks to go out in (now they can drink in the UK so looking for outfits to go out in), has no taxes/ rent to pay • 22 year old: has disposable income after rent and bills are paid, fresh out of school so has lots of loans to pay off and brand new job, no time to shop, is not looking for trends • 30 year old: will probably have a significant other/kids to take care, income is going towards family and not trends/fashion

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.