Creative Portfolio for River Island

Fig 1

K ATIE CHARLES, 13158703, CREATIVE PORTFOLIO

The consumer trend ‘experience’ is becoming increasingly important for brands, as consumers have shifted into the idea that they want more than just service. Customers are keen to immerse themselves further into the brand itself, they want creativity and captivating services. This could be anything from instore appointments such as personal shopping, to exciting events put on by the brands they love.

Experience or events allows brands to further their engagement with customers, providing talking points via social platforms both pre and post the specific event.

Consumers are likely to post and communicate with others, and therefore spreading the word effectively around curren and potential future customers.

EXPERIENCE

Nostalgia can be perceived in two very different ways when considering consumer trends.

One example would be the customer longing for past fashions, films and music. As the new decade enters, it is expected that the nostalgia trend will primarily focus on the 00’s.

However, The nostalgia trend can also be connected to the feeling, the sense of good times passed or missed.

Currently the UK finds itself working its way further a social crisis, which as impacted the economy greatly and therefore changed the running to daily life, both for brands and consumers.

Customers find themselves currently wanting a sense of normality and have called for brands to provide them with a lighter, happier tone of marketing.

NOSTALGIA

PERSONALISATION Customers are forever wanting personalisation when it comes to goods, services and advertising.

They want to feel as though the brands are specifically targeting them as individuals.

Personalisation can be in the form of customised garments, to the way they receive promotional material, for example emails to customers with individual information at the lead. Brands also like to feel as though they have specific customer relationships with each and every one investing time into the brand.

Which also feeds into the idea that brands like to create special experiences for customers, which builds customer loyalty, which reflects in sales.

CONSUMER TRENDS

COMMUNITY The idea of community is growing fast and is hugely important to both brands and its consumers.

It is the perfect trend to build customer relationships, as customers respond well to the idea of belonging to something, and being part of the new movement of retail.

Community spirit has and will always be considered in daily life, especially when times are tough, for example people are currently feeling the negative effects of COVID19, people are pulling together to shred light on current affairs and are doing their best to unite to make positive change. This trend is expected to continue through 2020, as that spirit will be needed to push through the aftermath of current issues.

Shopping at River Island isn’t just a case of coming through the door, picking a product, paying and then leaving. The brand is based on a quality service, and therefore the shopping experience should be a journey at every individual touch point. The experience that a consumer engages with, whether that be instore or online is what ultimately makes the customer feel valued, important and special.

River Island has been described by customers of the brand as stylish, cool, trendy, and glamorous with products that are well made however converting people to actual customers is all about what impression is given from the moment they invest time with the brand. It is how the brand themselves build trust with their customers.

River Island like most of the fashion retail industry has become a multichannel retailer and in this respect the business places a high priority on improving every aspect from e-commerce to the high street, which involves understanding how the tech team, marketing, and operations can affect customer experiences.

As a fashion retailer, River Island’s core aim is to “inspire its customers to look and feel great.” This mission is communicated across all customer touch points, through digital content to instore merchandising. The brand is always improving their customer service and customer engagement plans to benefit customer loyalty and overall sales. They develop a consumer experience through things like their personal shopping service, which they offer free of charge to customers.

It has a luxury feel to it, as it is a private room separated from the shop floor, that has to be booked through way of appointment. This gives customers that individual and highly personal feel to their shopping experience, developing a relationship with brand ambassadors that are striving to produce the River Island experience the company expects from them as sales advisors.

Fig 2

River Island have released more ways than just the conventional instore shopping trip, to purchase with the brand. They are an omi-channel brand, allowing customers to engaged and interact digitally across, phone, APP, and apple watch platforms. This is quick, easy and accessible for the demographic River Island target. Milllennials and Gen Y will engage effectively with digital platforms as it is part of their everyday lives.

“The debut app offers a number of features, such as customized feeds of the latest items and lets users save and view items in their wish list or add them to their shopping bag and seamlessly move to mobile to complete the transaction” (Fashionunited.co.uk, 2016)

Fig 3

EXPERIENCE TREND

Consumer’s are able to get a very personalised service from River Island due to the brands partnership with Exponea. The teaming up of the two companies give River Island the ability to become truly customer‑centric.

Exponea gives River Island the data and tools they need to create tailor-made experiences for every customer which is important for the fashion giant, because they put the experience for customers are the forefront of their values.

After an in-depth review of the marketplace, they were able to personalize customer experience across all their platforms. The data that is collected and reported back

by Exponea is able to be translated into customer engagement with River Island which allows the brand to act upon the results by knowing what customers want to see.

By the brand knowing exactly what their consumers want, the customers themselves are receiving the experiences and services they ultimately want from the brand. Creating a great customer/brand relationship. This keeps their consumers loyal to the brand and therefore consistently spending and investing with the brand.

Fig 4

“River Island delivers connected, tailor-made experiences to every customer across their offline and online stores with help of Exponea’s CDXP.” (The Retail Bulletin, 2020)

A generation brought up with computers, social media, and technological advancement never seen during their parents’ and grandparents’ day. Today, young people are prone to fear and anxiety but at the same time, have shown courage by standing together in support of social issues. They are ready to look to the future, celebrate in the present and embrace things form the past. Consumers today seem to find a sense of comfort in the past. Neo-nostalgia’ has been bandied about, with old style colt TV programs coming to screens again, the interest in vintage cars and the appeal of clothes from the past being seen in people’s daily lives. Social media such as Facebook and Instagram have become key to the past as it encourages a look back on life and a clicking spree through old images of forgotten events and people.

Millennials are the generation first to grow up online and live their lives on the internet simultaneously looking to the past for inspiration and representing the future. Millennials use the internet to go in history to search out what is preserved to be a less pressured existence. This desire to embrace the past now sees the 90s and 80’s style fashion hitting High Street shops once again. Nostalgia is a clear selling point when it comes to millennial advertising. River Island have tapped into something that is deeply ingrained which makes us want to buy things that remind consumers and their target market of their youth and beyond. This ability to make consumers feel something with the brands advertising is extremely key to generating customer loyalty. River Island are particularly good at creating powerful imagery with inspirational messages to accompany their promotional material. An example of this is their ‘CLOTHES ARE FOR LABELS’ campaign, which saw a multitude of people, backgrounds, abilities, races and genders promote for the brand. It is a colourful, fun, inspirational and loving campaign that took the industry by storm. They released the campaign across many platforms so that a wide range of consumers were able to see and engage with it. It created a talking point via social channels which was the desired effect. River Island wants customers to be able to interact with them as a brand, via any platform and their customer feedback is the driving force for changes being made to the company and its marketing strategy.

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PROMO ADVERTISING

River Island consumers buy into the values that the brand portray. Previous marketing campaigns have celebrated individuality, and the sense of freedom to be who you are. The campaigns, ‘there’s only one you’ and ‘labels are for clothes’ elevated sales for River Island, pushing them to one of the front runners in the industry.

Customers enjoy the fun, creative promotional material River Island produce via their social channels, following them closely and tapping into the communications it develops.

Currently the social and economical issues are dominating the ways in which consumers are purchasing, and customers of River Island have found themselves wanting and needing the brand to transport them to happier times, using their Instagram and other social platforms. Customers have engaged well with none product related marketing material during the crisis. Such as #RIPETSATHOME. River Island specifically target Millennials and Generation Y, using nostalgic marketing to target Millennials can be successful as they are the generation that yearn for past times, happier times and retro decades This provides the brand with multiple avenues to go down when it comes to campaigning and promoting.

Generation Y and Millennials respond well to ‘experience’ marketing, and that trend is predicted to become huge post COVID19. With all the self isolating and social distancing, once normality returns, consumers are expected to long for unity and togetherness. The industry will need to change the tone of their marketing if they want to return in good fashion.

BEHAVIOURS

Fig 8, 9, 10

64%

64% of consumers said they want brands to continue advertising their products and services as normal (Cook, 2020)

52% within the survey said they want new ‘happier’ content appearing on the social channels. Content that helps people to have a sense of normality in their own lives (Cook, 2020)

52% 93%

93% however agreed their tone needs to change in their advertising (Cook, 2020)

MARKETING

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River Island want to encourage customers to have fun with their fashion, but also find it extremely important to include content that has a point of view. Therefore the brand combine to two. They have been successfully doing this over the years, by using well known influencers such as Lindsey Wixson, an Instagram star that has made no secret of her political views.

She is a young, fun, outgoing individual which is similar to the demographic River Island want to target with their promotional material so she is a great choice to use within their marketing strategy. She was the face of the SS17 campaign #THERESONLYONEYOU and #FINDYOURSELFATRI (The Drum, 2017) Fig 13

River Island did everything they could to make sure the collaboration between brand and music star Rihanna, a success. Rihanna is pretty much an honorary member of the River Island team since her first launch with the brand. From Rihanna’s first sketches of a collection, to sourcing and producing the collection, using multi-channel marketing across social media sites and mobiles as well as taking over London Fashion Week and optimising their website accordingly; ‘Rihanna for River Island’ dominated tabloids, blogging sites. The launch of her clothing line was a huge success, with several lines selling out on the website before the full campaign even went live.

River Island participated in promoting Rihanna’s ‘Unapologetic’ album launch tour ‘777’ (7 Shows in 7 countries in 7 days) by providing access to a live stream video of Rihanna’s London performance exclusively on Facebook but visitors could only watch the video if they ‘liked’ River Island on Facebook. This campaign was a great way to increase their profile’s authority on Facebook as well as encouraging user engagement and treating fans of Rihanna and River Island to something exclusive to make them feel special. This created a emotive and memorable partnership between brand and consumer, which in-turn led to increased brand loyalty.

(Celebrity Fashion - Rihanna For River Island By Christina @ThoughtShiftUK, 2013)

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D EM

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O GR

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According to the A.I.D.A Marketing Model consumers have four stages when deciding to purchase and invest with a brand. At first the brand must capture the customers attention with the campaigning and promotion material. This should then spark interest, and entice the customer to learn more and see whether they align with the brands values.

If this matches, it creates a sense of desire for the consumer, therefore gently pushing them into a purchasing direction.

MILLENNIALS AND GEN Y

C

They are perceived to love summer, enjoy night life and the feeling of unity. They strive for new, fun and exciting experiences in life.

This is also reflected in they way they engage with brands and the way they purchases. A lot of Millennials purchase with memory in mind, this is the result of nostalgic marketing.

A PH I

River Island’s 18-30 targeted demographic are key to the brands success. This is because predominantly this age range are hard working, successful individuals, that enjoy spending money on themselves and others. However It is the age bracket that find themselves wanting more from brands than just the standard selling of products.

They enjoy the experience and the star quality service River Island pride themselves on. Millennials and Gen Y, are digitally minded which allows River Island to target them via a lot of social channels.

They respond well when the brand use the benefit of influencers to market their products or services.

Fig 18

The Snapchat filters were designed to highlight key brand and cultural messages. River Islands consumers were invited to visit stores and share their own images across their social media channels to spread the word, shout about the brand and over all start conversation. The brand used incentive’s for consumers to engage with the campaign, one being a chance to win a £1k shopping spree and digital camera. Both prizes that attract Millennials and Gen Y as its part of daily routines and young peoples lives.

Young adults find that they have their phones in their hands a high percentage of their day, and therefore they like fast, prompt and effective app’s to do what they need, whether that be shopping or searching.

“When devising a plan for the launch of our new Autumn/ Winter campaign, we wanted to explore new innovation and technology, seeking a fresh way for us to connect and engage with River Island customers. We decided to use Snapchat for its mass reach, popularity and ability to cut through to consumers with strong, creative content,” (Josie Roscop, Marketing Director, River Island, Fashionunited.co.uk 2016) Fig 19

2020 is a year that will forever be remembered as the year that no one expected or wanted from a personal or business point of view. River Island least of all fully understands the impact COVID-19 will have on future sales and business in general. Despite this, and all though we are entering a new period where globally the war against Corona Virus is being won, the event leading up to and during The lock-down of a normal existence, where the vast majority of peoples weren’t able to jet off to holiday destinations, seeing many events cancelled and aspirations at the beginning of the decade crushed.

As a result of this River Island is to host a roof top event held at one of Birmingham’s premier venues for an allinclusive evening of summer fun. The event to be held at The Rainbow will aimed at the young at heart a on the summer beach theme including large inflatables, a glow sticks to add to the party atmosphere and a night of dancing to the upbeat music of the in-house DJ. And to top this off is a variety of cocktails which all goes to set the right mood.

In addition the event will be incorporating a nostalgic look and feeling that most people now want post COVID-19. The need for happier times where human interaction, close contact and a simple conversation is now returning without the need to rely on technology.

In keeping with River Island’s core values, the event will promote the feeling of freedom and is open to all no matter their backgrounds, their status or their race. And this is what summer events are all about.

Promoting the event will in the first week see an in-store event held Birmingham’s Bullring store which consumers will be able to engage in the very essence of the beach party walking through Palm Trees and enjoy mock-tails from the tiki bar. In addition, River Island’s summer fashions will be clearly displayed at the front of the store. Official party boarding passes can only be obtained from the in-store event.

The Bullring promotion is to drum up excitement of the up and coming roof top party to be held at the end of the two week period where it is hoped that many will be encourage to join in. During the second week along with the in-store promotion, advertising the event will be seen across the entire River Islands social media platforms. The message, come and get back 'THE LOST SUMMER'.

CONCEPT IDEA

Fig 20

The rainbow roof top garden is the place where the ‘THE LOST SUMMER’ beach party will take place.

Planned for the end of august, the 29th which happens to be a bank holiday weekend. The venue offers the perfect space for all elements of the party. It has indoor and outdoor facilities for people to enjoy. The roof top garden area will be decorated with sand, palm trees and holiday related decor. It has two bar areas that will be dressed as beach bar’s offering a set River Island drinks menu, created purely for the event.

This gives the event a sense of personalization which is key for River Island consumers.

The evening will have an in-house DJ, playing a set list of holiday and partying tunes. This event will allow Millennials and Gen Y to let their hair down and be free to feel a summer experience they may have missed this year.

It will be the ultimate end of summer party, a large, enjoyable and memorable event that people will continue to talk and post about long after the event has taken place. It will be a social talking point for those that attended with plenty of instagramable opportunities throughout the night. #THELOSTSUMMER

08

On the marketing calender, the event will happen the weekend of the august bank holiday.

Which is part of the national holidays section on the calender. This appeals to the younger demographic has they tend to see bank holidays as partying weekends, as it is usually made into a long weekends as a lot of jobs tend to shut down and have the following Monday off, meaning people have an extra day to recover from bank holiday antics.

The promo material and advertising will begin two weeks prior to the party date.

The beach party event that River Island are hosting will appeal to River Islands demographic because it is a young, exciting, fun event that will attract people of similar ages. It relates to the demographic because their age group is expected to party and be free within themselves. The transforming of a well night nightclub/roof top garden, is a good way to transport a milliennials mind to a better place.

Millennials may be finding the current social times hard, as they are unable to interact face to face, and going to clubs, having social drinks and partying is certainly out of the question, so when lock down is lifted and it is deemed ok to be together again, it is crucial to lift community spirit, and come together for good times. There are many memories to be made, and replaced after COVID19, young people will be keen to rewrite summer 2020, so a summer beach party blow out, is the perfect way to do that.

Lock down has created for most people a sense of being trapped, within their own homes, and minds. This will potentially have an impact on peoples lively hoods and mental well-being. The party aims to free people from those kinds of thoughts, River Island want their consumers to engage in the care free nature of their event. Colourful inflatables will fill the rooftop, Glow in the dark accessories will be placed around the indoor area of the event, with a DJ filling the event will the top summer tunes.

The rooftop will be transformed into a beach scene, with sand across the floor and two cocktail bars either side of the garden. It is the perfect open air space to do this. Although the event will be in Birmingham, the overall atmosphere will rival that of Ibiza.

The overall aim is to encourage the consumer to escape their existing reality, if only for an evening. The event is due to happen on a bank holiday which is usually when River Islands demographic celebrate. They tend to make a thing of bank holidays because they aren’t working and have time to let their hair down.

If all customers are able to do this, then the event will be a success.

AWARENESS

The consumer trends, 'experience' and 'nostalgia' are what formed the idea for the beach party. River Islands demographic are highly encouraged on the idea of experiencing new things, and find that when they have the opportunity to be involved with something new and exciting they want to take part. However they are just as enticed by the idea of recreating an old memory or reliving a feeling they once felt before. The beach party for a summer missed combines both trends perfectly.

#THELOSTSUMMER A beach party event provides a great opportunity where Instagram is concerned, therefore an event hash tag will be used. River Island will be asking all consumers that attend the event to use this hash tag when they are posting to their individual social accounts, so that post event River Island are able to see how consumers engaged with the event. The amount of times the hash tag is used will suggest how successful the event was. It also shows other consumers that perhaps didn’t attend the event, a visual on how much fun was had, and could potentially encourage them to buy into the next promotional event the brand puts on. It is a nice way to look back on the event also, like an online photo album.

The inflatables that will be provided will create fun and uplifting photo opportunities for consumers to snap away accompanying them with funny captions.

ABSORPTION ENTERTAINMENT

EDUCATIONAL

Positive - encourages high level of consumer absorption

Positive - encourages high level of consumer absorption

Positive - Least active consumer participation (passive experience)

Positive - Highest levels of consumer participation (active experience)

ACTIVE PARTICIPATION

PASSIVE PARTICIPATION AESTHETIC

ESCAPIST

Positive - encourages high level of consumer immersion

Positive - encourages high level of consumer immersion

Positive - Least active consumer participation (passive experience)

Positive - Highest levels of consumer participation (active experience)

IMMERSION The event would be classed as an escapist event, because it offers consumers the chance to transport themselves for the evening into a different space, both physically and mentally. It allows consumers to forget current issues and affairs and let themselves have fun. It provides community, if only for an evening. The event can house multiple people potentially all feeling the same way, after the current social and economically issues.

ENGAGEMENT

Making consumers feel that they are somewhere far away from the drama's and hassles of their own lives. Millennials are able to party the evening away till the early house, they are able to feel free and alive.

The event requires high participation from consumers to make the event a success. Millennials are fun and it will show in this event.

This is the e-vite that is to be posted on River Island’s social platforms, initially being announced via Instagram and will be the header of the email newsletter that will be sent out within the first week of the two week social media promotion plan.

It is bright and inviting for Millennials to engage with. It has the fun childish inflatable image to reflect the essence of the party.

The typography is always quite fun and on brand. It has the lost island element to it.

The relevant information is on the e-vite so that consumers know what’s going on and what the event intends to have.

This is the invite for the final beach party that is due to take place at the end of the second week.

EVENT E-VITE

CALLING ALL ISLANDERS WOULD LIKE TO INVITE YOU TO

TH E LOS T SU M M ER, BE ACH PA RT Y SATURDAY 29th AUGUS T BIRMINGHAM, R AINBOW VENUES 9PM to the AM. - IN HOUSE DJ - FREE DRINK S FOR THE E VENING - FUN INFL ATABLES PROVIDED p l eas e b ri ng RI p a r ty b o a rdi ng p ass fo r en tr y h o l i day dress co de

ID ’S wi l l b e ch ecked on arrival !

Fig 21

Lasswell’s Communication Theory RIVER ISLAND is the brand that creates and sends the post The post is communicating the e-vite about the beach party river island are holding. It is intending to inform about the brands upcoming events

Style starts here Show us what we’re missing #ImWearingRI

#TheLostSummer2020

Shop the feed below

It is posted on Instagram, and is also included in the email newsletters sent to consumers that are signed up to their mailing lists The post is created for and viewed by consumers of the brand and followers of the River Island instagram account

CALLING ALL ISLANDERS WO U L D L I K E TO I N V I T E YO U TO T H E LO S T S U M M E R , B E ACH PA R T Y SAT U RDAY 2 9 th AU G U S T B I RM I N GH A M , R A I N B OW V E N U E S 9 P M to th e A M .

It is posted to create a buzz surronding the party. It aims to entice consumers to attend the event, ultimately encouraging consumers to communicate with the brand. Hoping to increase brand engagement and therefore increase brand loyalty

RIVERISLAND

Posts

CALLING ALL ISLANDERS WO UL D L IKE TO IN VITE YO U TO

THE LOS T SUM M ER, B E ACH PA RT Y SAT U RDAY 29 th AU G US T B I RM I NGHAM , R AI N B OW VE N U ES 9 PM to the AM .

- I N HO US E DJ - F RE E D RI N K S FO R THE E VE N I NG - F U N I N F L ATAB L ES PROVI DE D please bring RI par ty boarding pass for entr y holiday dress code ID’S will be checked on arrival!

Calling all islanders!

2020 summers been an odd one, dont worry we've got you covered!

Get ready for the party of all parties.

Come join us for all the fun @ THE RAINBOW venues!

INSTAGRAM MOCK UPS

6 Fig 26

Fig 25

5 Style starts here Show us what we’re missing #ImWearingRI Shop the feed below

#TheLostSummer2020

4 Fig 24

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2

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3

Fig 21

CALLING ALL ISLANDERS

CALLING ALL ISLANDERS WO U LD LI KE TO I N VITE YO U TO TH E LOS T S U M M E R , B E ACH PA RT Y SAT U RDAY 2 9 th AU G US T B I RM I NGHA M , R A I N B OW VE N U ES 9 PM to th e A M .

WOULD LI KE TO I NVITE YOU TO WOULD TO YOU TO THLI E KE LOS T SI NVITE UMMER, TH EBELOS T S UMMER, ACH PART Y BE ACH PART Y SAT URDAY 29 th AUG US T SAT URDAY 29 th AUG T BI RMI NGHAM, R AI NBOW US VENUES BI RMI NGHAM, NBOW 9 PM toR AI the AM. VENUES 9 PM to the AM. - I N H OUS E DJ - F REE D RI NK S FOR TH E E VENING - F UN I NF L ATABLES PROVI DED please bri ng RI par ty bo ard i ng pass fo r e ntr y h o li day d ress co d e ID’s wi ll be ch e cke d o n arriva l!

1

Fig 21 - 32

CALLING ALL ISLANDERS Beach Party 29th August 2020 #TheLostSummer 9.00pm Style starts here Show us what we’re missing #ImWearingRI Shop the feed below

#TheLostSummer2020

ALEXA, take us to 2021

CALLING ALL ISLANDERS

I just googled my symptons and apparently i just need a holiday

CALLING ALL ISLANDERS WO U LD LI KE TO I N VITE YO U TO TH E LOS T S U M M E R , B E ACH PA RT Y SAT U RDAY 2 9 th AU G US T B I RM I NGHA M , R A I N B OW VE N U ES 9 PM to th e A M .

WOULD LI KE TO I NVITE YOU TO TH E LOS T S UMMER, BE ACH PART Y SAT URDAY 29 th AU GUS T BI RMI NGHAM, R AI NBOW VENUES 9 PM to the AM .

- I N H OUS E DJ - F REE D RI NK S FOR THE E VENING - F UN I NF L ATABLES PROVIDED please bri ng RI pa r ty bo ard i ng pass fo r en tr y h o li day d ress code ID’s wi ll be ch e cke d on a rriva l!

CALLING ALL ISLANDERS

CALLING ALL ISLANDERS Beach Party 29th August 2020 #TheLostSummer 9.00pm

WO U L D L I KE TO I N VITE YO U TO THE LOS T S U M M E R, B E ACH PART Y

Calling all islanders!

2020 summers been an odd one, dont worry we've got you covered!

SAT U RDAY 29 th AU G US T B I RM I NGHAM , R AI N B OW VE N U ES 9 PM to the AM .

ALEXA, take us to 2021

Get ready for the party of all parties.

Come join us for all the fun @ THE RAINBOW venues!

- I N HO US E DJ - F RE E D RI N K S FO R THE E VE N I NG - F U N I N F L ATAB L ES PROVI DE D please bring RI par ty boarding pass for entr y holiday dress code

#TheLostSummer

ID’S will be che cke d o n arrival!

Fig 21

Fig 22

CALLING ALL ISLANDERS

I just googled my symptons and apparently i just need a holiday

WO U LD LI KE TO I N VITE YO U TO TH E LOS T S U M M E R , B E ACH PA RT Y SAT U RDAY 2 9 th AU G US T B I RM I NGHA M , R A I N B OW VE N U ES 9 PM to th e A M .

- I N H O US E DJ - F RE E D RI N K S FO R TH E E VE N I NG - F U N I N F L ATAB LES PROVI DE D

Theres nothing better than friends & fun in the sun!

p l eas e b ri ng RI p a r ty b o a rd i ng p ass fo r e n tr y ho l i day d ress co d e I D’s wi l l b e che cke d o n a rriva l !

We've been looking back on summer 19's excitement that we had here at RI. Now we say ROLL ON AUGUST

I just googled my symptons and apparently i just need a holiday

CALLING ALL ISLANDERS Beach Party 29th August 2020 #TheLostSummer 9.00pm

Anyone else got the missing summer-itious?!

ALEXA, take us to 2021

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CALLING ALL ISLANDERS

Check out the lovely RI babe @morgan_lillian in her fab neon pink bikini, sunning it up on her holibobs!

#ImWearingRI

I just googled my symptons and apparently i just need a holiday

WOUL D L IKE TO INVITE YOU TO THE LOS T SUMMER, BE ACH PA RT Y SATURDAY 2 9th AUGUS T BIRMINGHA M, R A INBOW VENUES 9PM to th e A M. - IN HOUSE DJ - FREE DRINK S FOR THE E VENING - FUN INFL ATABL ES PROVIDED please bring RI pa r ty boa rding pass for en tr y holiday dress code ID ’s will be checked on a rriva l!

CALLING ALL ISLANDERS Beach Party 29th August 2020 #TheLostSummer 9.00pm

Yes, we've got the feels with our RI chick, Alexandra Stedman, pea-cocking on her holidays in the lovely lightweight cover up

ALEXA, take us to 2021

Fig 25

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CALLING ALL ISLANDERS

I just googled my symptons and apparently i just need a holiday

WO U LD LI KE TO I N VITE YO U TO TH E LOS T S U M M E R , B E ACH PA RT Y SAT U RDAY 2 9 th AU G US T B I RM I NGHA M , R A I N B OW VE N U ES 9 PM to th e A M .

- I N H O US E DJ - F RE E D RI N K S FO R TH E E VE N I NG - F U N I N F L ATAB LES PROVI DE D

Check out what our RI babes got up to summer of 19

p l eas e b ri ng RI p a r ty b o a rd i ng p ass fo r e n tr y ho l i day d ress co d e I D’s wi l l b e che cke d o n a rriva l !

#SunSea&Sand

CALLING ALL ISLANDERS Beach Party 29th August 2020 #TheLostSummer 9.00pm

Alexa, grant us all our wishes please!

ALEXA, take us to 2021

ALEXA, take us to 2021

Fig 27

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CALLING ALL ISLANDERS

RI have got all your summer essentials for when lockdown lifts & we can lounge around the pool with cocktail or 5!

I just googled my symptons and apparently i just need a holiday

WOUL D L IKE TO INVITE YOU TO THE LOS T SUMMER, BE ACH PA RT Y SATURDAY 2 9th AUGUS T BIRMINGHA M, R A INBOW VENUES 9PM to th e A M. - IN HOUSE DJ - FREE DRINK S FOR THE E VENING - FUN INFL ATABL ES PROVIDED please bring RI pa r ty boa rding pass for en tr y holiday dress code ID ’s will be checked on a rriva l!

CALLING ALL ISLANDERS Beach Party 29th August 2020 #TheLostSummer 9.00pm

Check out our gang gang rolling back to last years festival season.

Who's got the glasto blues this year?!

ALEXA, take us to 2021

Fig 29

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CALLING ALL ISLANDERS

I just googled my symptons and apparently i just need a holiday

WO U LD LI KE TO I N VITE YO U TO TH E LOS T S U M M E R , B E ACH PA RT Y SAT U RDAY 2 9 th AU G US T B I RM I NGHA M , R A I N B OW VE N U ES 9 PM to th e A M .

- I N H O US E DJ - F RE E D RI N K S FO R TH E E VE N I NG - F U N I N F L ATAB LES PROVI DE D p l eas e b ri ng RI p a r ty b o a rd i ng p ass fo r e n tr y ho l i day d ress co d e I D’s wi l l b e che cke d o n a rriva l !

REALLY?!

NEED WE SAY MORE

CALLING ALL ISLANDERS Beach Party 29th August 2020 #TheLostSummer 9.00pm

CALLING ALL ISLANDERS Beach Party 29th August 2020 #TheLostSummer 9.00pm

Just dropping you guys the 2 day reminder. We are bringing the beach to you, so make sure you're there!!

Bring your pals and we'll provide the good time!

ALEXA, take us to 2021

#TheLostSummer

Fig 31

Fig 32

CALLING ALL ISLANDERS

We've got the summer months covered for you. Shop the holiday range now online @ https://www.riverisland.com/ holiday-shop?icid=mu/holidayshop/page#women #ImWearingRI

I just googled my symptons and apparently i just need a holiday

WOUL D L IKE TO INVITE YOU TO THE LOS T SUMMER, BE ACH PA RT Y SATURDAY 2 9th AUGUS T BIRMINGHA M, R A INBOW VENUES 9PM to th e A M. - IN HOUSE DJ - FREE DRINK S FOR THE E VENING - FUN INFL ATABL ES PROVIDED please bring RI pa r ty boa rding pass for en tr y holiday dress code ID ’s will be checked on a rriva l!

21/08/20

Posted the evening before the the day event happens

GET YOURSELVES DOWN TO THE BIRMINGHAM BULLRING STORE, SATURDAY 22nd AUGUST! A day full of music, mocktails and beachy discounts!

Posted the day of the event, ahead of the evening party

29/08/20

#TheLostSummer

TODAYS THE DAY!!

Bring yourselves, we've got the rest sorted!

RI cant wait to party with all you islanders like its 1999 @RainbowVenues #TheLostSummer

Fig 20

EVENT DAY POSTS

Fig 33

Islanders, the summer event is landing soon!

19/08/2020 11:00 Be holiday ready with us at RI..

HOLIDAY DISCOUNTS SATURDAY 22nd AUGUST HOLIDAY SHOP SWIMWEAR BEACH ACCESSORIES MENS HOLIDAY

Fig 35 - 36

@amynevfashiondiaries

FLY DOWN TO BULLRING TO GET YOUR PARTY BOARDING PASS ON THE 22nd!

RI ARE HOSTING: - beach fun - free mocktails & BIG DISCOUNTS

This newsletter will be sent out on 19th august 2020, within the first week of the promotional two week period. This is too announce the summer in store event where discounts will be offered, and the beach party will be hyped about in true River Island fashion.

Free mock-tails will be offered to all consumers that attend the in store event, to create a holiday buzz.

This event is where consumers can collect a boarding pass for the beach party the following week. The idea that consumers need to attend an initial event before the final beach party gives the party that VIP feel. It also means that consumers need to engage with the brand before they can be rewarded with the party. It brings consumers into contact with the brand and presents opportunities to further brand loyalty.

NEWSLETTER 1

Calling all Islanders, its time to beach around 25/08/2020 12:45 We're bringing the summer festivities you missed this year..

This newsletter will be sent out on 25th august 2020, within the second week of the promotional two week period. It is too further inform consumers of the beach party event taking place on the following Saturday. It has the event attached, providing all the relevant details about the event, and also encourages consumers to join River Islands social channels. It is heavily promoting summer and the holiday section online.

It largely showcases the events hash-tag '#THELOSTSUMMER' enforcing the idea that 2020's summer has gone a bit a miss, however it isn’t forgotten.

River Island want to denote to customers that they still intend to party, in a summer fashion and although it wont be in the conventional place, abroad. They will be partying nonetheless and invite their consumers to join the fun.

WOU LD LIK E TO IN VITE YOU TO

THE LOS T SUMMER, BE ACH PART Y

@RIVERISLAND

@RIVERISLANDMAN

SATU R D AY 2 9 t h A U GU ST B IR M IN GH A M , R A IN B OW VEN U ES 9 PM t o t he A M .

- IN H OU SE D J - FR EE D R IN K S FOR TH E EVEN IN G - FU N IN FLATA B LES PR OVID ED p l e a s e b ri n g R I p a rt y b o a rd i n g p a s s f o r e n t ry h o l i d a y d re s s c o d e

I D ’ S w i l l be c he c k e d on a r r i v a l !

#THELOSTSUMMER

Fig 21, 28, 37

NEWSLETTER 2

CALLING ALL ISLANDERS

ISLAND HOP TO OUR OTHER DESTINATIONS FOR MORE INFOMATION

Islanders, the summer event is landing soon!

19/08/2020 11:00 Be holiday ready with us at RI..

HOLIDAY DISCOUNTS SATURDAY 22nd AUGUST HOLIDAY SHOP SWIMWEAR BEACH ACCESSORIES MENS HOLIDAY

FLY DOWN TO BULLRING TO GET YOUR PARTY BOARDING PASS

Screen view of the email 1 mock up

1

WEEK

Fig 24

PM

Fig 22

17/08/20

Fig 21

CALLING ALL ISLANDERS WO U L D LIKE TO INVITE YOU TO WO U LTHE D LIKE INVITE RYOU TO LOSTO T SUMME , THE SUMME BELOS ACHT PA RT Y R , BE ACH PA RT Y SAT URDAY 2 9 th AUGUS T th AUGUS T UES B I RMSATURDAY I NGHA M, R2A9INB OW VE N B I RM I NGHA A INB 9 PMM,toR th e AOW M. VE N U ES 9 PM to th e A M. - IN HOUSE DJ - F RE E D RINK S FOR THE E VEN ING - F U N INFL ATAB LES PROVIDED pl eas e b ri ng RI p a r ty b oa rdi ng p ass fo r en tr y h o l i day dress co de I D ’s wi l l b e ch ecked o n a rrival!

INITIAL E-VITE

CONVERSATIONAL POST FOR UP-COMING BEACH PARTY & IGTV SUMMER POST

18/08/20 This post will be posted on River Island's stories as it is a video post.

This post is to create conversation between consumers. It uses humour to connect customers.

20/08/20

MID DAY

Fig 26

21/08/20 20/08/20

d my le g o o g t s ju I nd symptons a i need apparently holiday a d e e n t s ju

Fig 25

21/08/20 This post will be posted on River Island's stories as it is a video post.

This post is a blast post.

Creating excitement for the day event on the 22nd.

21/08/20

PM

AM

Fig 23

AM

SHOPPABLE POST

SOCIAL MEDIA PLAN

INSTORE EVENT DAY POST Fig 33

2

WEEK

IGTV SUMMER POST Fig 29 Fig 20

BEACH PARTY DAY

Fig 27

REMINDER ANNOUCEMENT

AM

ALEXA, take us to 2021

AM

CALLING ALL ISLANDERS Beach Party 29th August 2020 #TheLostSummer 9.00pm

The shoppable posts allow customers direct access to the holiday section on the website and the products within the image.

24/08/20 24/08/20 Fig 28

Fig 31

27/08/20

26/08/20 25/08/20 This post will be posted on River Island's stories as it is a video post.

27/08/20 This is a reminder post two days ahead of the final beach party event.

PM

Fig 32

PM

SHOPPABLE POST

SHOPPABLE POST Fig 30

29/08/20 The final beach party event post, in the AM hours, ahead of the evening event.

The event success can be measured by the amount of tickets are scanned on arrival. The boarding passes that consumers collect from store or download from the newsletter, is a nice keepsake of the event. Younger millennials are known to enjoy the ‘looking back’ element of experiences, for example many younger people tend to keep tickets from gigs or festivals for yeara after the event, for the memory it gives them when they look at it post event.

The ticket is in the style of a boarding pass to be inkeeping with the holiday, summer feel of the over all event. Everything involved with the event needs to have a fun summery tone to it so that consumers engage fully with all aspects.

There will also be a code at the till-points for the in store event a week prior to the beach party, giving customers a percentage off their purchases. Each time this code is used at the till, it will document this, to show whether consumers engaged on the day.

‘BEACHPARTY20’

THE LOS T SUM M ER, B E ACH PA RT Y SATURDAY 2 9th AUGUS T CHECKING IN AT B IRM INGHA M , THE R A IN B OW VEN UES B OA RDING FROM 9PM

The middle part of the ticket is the keepsake for the consumers, to look back on.

Fig 34

ENGAGEMENT

# THELOS T SUM M ER

River Island will monitor these results ahead of the beach party to gage how much promoting is needed in the second week of the 2 week schedule.

This part of the ticket can be torn off, so that River Island can measure how many people attended the beach party.

LIST OF FIGURES

FIG 1. Island, R., n.d. RIVER ISLAND. [online] Antonine Shopping. Available at: <https:// www.antoninecumbernauld.com/river-island.html> [Accessed 30 April 2020].

FIG 2. Hendriksz, V., 2016. River Island Launches "App Experience" For Wearables. [online] Fashionunited.uk. Available at: <https://fashionunited.uk/news/retail/river-island-launchesapp-experience-for-wearables/2016052620547> [Accessed 10 May 2020].

FIG 3. Island, R., n.d. We Tried Out River Island's Personal Shopping Experience - Oxford Street. [online] Oxford Street. Available at: <https://www.oxfordstreet.co.uk/inspiration/river-island-style-studio/> [Accessed 10 May 2020].

FIG 4. Island, R., n.d. River Island + Exponea | Watch Our Customer Love Story. [online] Exponea - Customer Data Platform. Available at: <https://exponea.com/river-island-partnership/> [Accessed 11 May 2020].

FIG 5. Edwards, J., 2018. Twitter Is LOVING River Island's Diverse Ad Campaign. [online] Cosmopolitan. Available at: <https://www.cosmopolitan.com/uk/fashion/style/a23276892/riverisland-diverse-ad-campaign-labels-are-for-clothes/> [Accessed 11 May 2020].

FIG 6. Island, R. and Magazine, S., n.d. River Island’S LABELS ARE FOR CLOTHES Campaign Is Tackling Stereotypes In The Best Way. [online] Stylist. Available at: <https://www.stylist.co.uk/ fashion/river-islands-labels-are-for-clothes-campaign/190912> [Accessed 11 May 2020].

FIG 7. Island, R. and Magazine, S., n.d. River Island’S LABELS ARE FOR CLOTHES Campaign Is Tackling Stereotypes In The Best Way. [online] Stylist. Available at: <https://www.stylist.co.uk/ fashion/river-islands-labels-are-for-clothes-campaign/190912> [Accessed 11 May 2020].

FIG 8. Istockphoto.com. 2020. Ipad Stock Photos, Pictures & Royalty-Free Images - Istock. [online] Available at: <https:// www.istockphoto.com/gb/photos/ipad?mediatype=photography&phrase=ipad&sort=best> [Accessed 5 May 2020]. + RIVERISLAND APP SCREENSHOT ON THE IPAD – PHONE SCREENSHOT FIG 9. Istockphoto.com. 2020. Laptop Stock Photos, Pictures & Royalty-Free Images - Istock. [online] Available at: <https://www.istockphoto.com/gb/photos/ laptop?mediatype=photography&phrase=laptop&sort=best> [Accessed 5 May 2020].

LIST OF FIGURES

FIG 10. R., 2019. About Us | River Island History | Fashion Jobs | River Island Careers |. [online] River Island. Available at: <https://www.riverislandcareers.com/about-us/> [Accessed 5 May 2020]. + Brunskill, J. and Island, R., 2018. Jamie Brunskill Ltd. â&#x20AC;&#x201D; RIVER ISLAND. [online] Jamie Brunskill Ltd. Available at: <http://www.jamiebrunskill.com/river-island> [Accessed 5 May 2020].

FIG 11. Instagram screen shot river island FIG 12. Instagram screen shot river island FIG 13. Stokes, G., 2017. River Island SS17 Campaign â&#x20AC;&#x201D; Gabriel Stokes. [online] Gabriel Stokes.

Available at: <http://www.gabrielstokes.co.uk/river-island-ss17> [Accessed 6 May 2020].

FIG 14. Island, R., 2013. Rihanna X River Island Launch: DUBLIN. [online] Wardrobe Trends Fashion (WTF).

Available at: <http://wardrobetrendsfashion.com/rihanna-x-river-island-launch-dublin/> [Accessed 8 May 2020].

FIG 15. Island, R., 2013. Rihanna For River Island | Women's Clothing, Women's Shoes | Buy Online. [online] Celebrity Clothing Line. Available at: <https://celebrityclothingline.com/brand/rihanna-for-river-island/> [Accessed 15 May 2020].

FIG 16. WOMEN Island, R., 2020. River Islandâ&#x20AC;&#x2122;S Instagram Photo: â&#x20AC;&#x153;Congrats, You Made It Through Another Monday đ&#x;&#x2019; â&#x20AC;?â&#x2122;&#x20AC;.@Hajra_Aaa .#Islandersathome #Imwearingriâ&#x20AC;?. [online] Instagram.

Available at: <https://www.instagram.com/p/B_ffKCogJ4J/> [Accessed 6 May 2020].

FIG 17. MAN Island, R., 2020. River Island Man On Instagram: â&#x20AC;&#x153;ACT CASUAL... #ISLANDERSATHOME @FINNERZ.UK . TAP TO SHOP OR SAVE FOR LATER đ&#x;&#x2018;&#x2020; . #IMWEARINGRI #MENSWEAR #OOTDMEN #MENWITHSTYLE #MENSFASHIONâ&#x20AC;Śâ&#x20AC;?. [online] Instagram. Available at: <https://www.instagram.com/p/B_t9bOShDjR/> [Accessed 6 May 2020].

FIG 18. Santamaria, B., 2016. River Island Targets Millenials With New Snapchat Collaboration. [online] FashionNetwork.com. Available at: <https://uk.fashionnetwork.com/news/River-islandtargets-millenials-with-new-snapchat-collaboration,727535.html> [Accessed 11 May 2020].

FIG 19. Island, R., 2018. River Island - NN4M Mobile Commerce App Provider. [online] NN4M. Available at: <https://www.nn4m.co.uk/river-island/> [Accessed 11 May 2020].

LIST OF FIGURES

FIG 20. venues, R., n.d. Venues â&#x20AC;&#x201C; The Rainbow Venues. [online] Therainbowvenues.co.uk.

Available at: <http://therainbowvenues.co.uk/venues/> [Accessed 6 May 2020].

FIG 21. MELNYK, V., 2014. SUMMER IGLOO â&#x20AC;&#x201C; VIRGINIA MELNYK DESIGNS. [online] Virginiamelnykdesigns. com. Available at: <http://virginiamelnykdesigns.com/projects/summer-igloo/> [Accessed 14 May 2020].

FIG 22. Doherty, J., 2016. River Island â&#x20AC;&#x201D; JASMINE DOHERTY. [online] JASMINE DOHERTY. Available at: <https://www.jasminedoherty.com/river-island#/new-gallery/> [Accessed 14 May 2020].

FIG 23. Island, R., 2020. River Island On Instagram: â&#x20AC;&#x153;#Islandersathome We've Got A Full Week For You đ&#x;&#x2DC;?Tell Us What Are You Looking Forward To The Most?â&#x20AC;?. [online] Instagram. Available at: <https://www.instagram.com/p/B-oUjBNgsnV/> [Accessed 15 May 2020].

FIG 24. Island, R., 2020. Swimwear | #Imwearingri. [online] River Island. Available at: <https:// www.riverisland.com/inspiration/blog/swimwear--imwearingri> [Accessed 15 May 2020].

FIG 25. Stedman, A., 2017. Weekend Treat - The Frugality. [online] The Frugality. Available at: <https://the-frugality.com/stylists-guide-holiday-wardrobe/> [Accessed 15 May 2020].

FIG 26. Blackswandive.tumblr.com. n.d. Swandive. [online] Available at: <https:// blackswandive.tumblr.com/> [Accessed 15 May 2020].

FIG 27. Island, R., 2020. River Islandâ&#x20AC;&#x2122;S Instagram Profile Post: â&#x20AC;&#x153;Clocks Have Gone Forward *Hereâ&#x20AC;&#x2122;S Hoping It's By 9 Months*đ&#x;&#x2122;&#x201E;â&#x20AC;?. [online] Instagram. Available at: <https://www.instagram.com/p/B-T2D7KAl9K/> [Accessed 15 May 2020].

FIG 28. Island, R., 2019. River Island. [online] Facebook.com. Available at: <https://www.facebook. com/photo/?fbid=10156903575383541&set=a.10150191568228541> [Accessed 15 May 2020] FIG 29. Island, R., 2019. Win A Festival Wardrobe Worth ÂŁ250 From River Island. [online] Oxford Street. Available at: <https://www.oxfordstreet.co.uk/whats-happening/lunch/river-island-festival-250-competition/> [Accessed 15 May 2020].

LIST OF FIGURES

FIG 30. Lucca, B., 2020. Bella Lucca Boutique - Home | Facebook. [online] Facebook. Available at: <https://www.google.com/imgres?imgurl=https://lookaside.fbsbx.com/lookaside/crawler/media/?media_ id%3D2360811967355208&imgrefurl=https://www.facebook.com/bellaluccaslidell/?rf%3D1213163979 17382&h=880&w=660&tbnid=-oCV70qJg8inLM&tbnh=259&tbnw=194&usg=AI4_-kRpD09eY8K3RRt7 Tp8jMmMvOTMUAA&vet=1&docid=2T6DiWQzYV1e2M&hl=en_GB> [Accessed 15 May 2020].

FIG 31. Island, R., 2020. River Island On Instagram: â&#x20AC;&#x153;#Islandersathome We've Got A Full Week For You đ&#x;&#x2DC;?Tell Us What Are You Looking Forward To The Most?â&#x20AC;?. [online] Instagram. Available at: <https://www.instagram.com/p/B-oUjBNgsnV/> [Accessed 15 May 2020].

FIG 32. Island, R., n.d. River Island - (River Islandinstagram)ă&#x20AC;&#x152;#FRIDAY FREEBIE COMPETITON! Like This Post And Tag A Beach Babe To #WIN This Whole Look For Your Summer Hols! . Winner Will Be Annouced Monday! Good Luck! . *T&Cs Applyă&#x20AC;?7ć&#x153;&#x2C6;26ć&#x2014;Ľ 21ć&#x2122;&#x201A;03ĺ&#x2C6;&#x2020; - Riverisland. [online] Instagrammer News. Available at: <https://instagrammernews.com/detail/2096502846261447995> [Accessed 15 May 2020].

FIG 33. Cole, N. and Island, R., n.d. River Island. [online] Natalie Cole. Available at: <https://nataliecole.co.uk/portfolio/river-island> [Accessed 15 May 2020].

FIG 34. Carey, M., n.d. When A Flight Deal Is Too Good To Be True. [online] CondĂŠ Nast Traveler. Available at: <https://www.cntraveler.com/story/when-a-flight-deal-is-too-good-to-be-true> [Accessed 11 May 2020].

FIG 35. Island, R., 2019. River Island: Your One-Stop-Holiday Shop â&#x2DC;&#x20AC;ď¸? đ&#x;&#x152;´ | Milled. [online] Milled. Available at: <https://milled.com/river-island/your-one-stop-holiday-shop-USA9xeKzradsJmfB> [Accessed 21 May 2020].

FIG 36. Island, R., 2019. River Island: Your One-Stop-Holiday Shop â&#x2DC;&#x20AC;ď¸? đ&#x;&#x152;´ | Milled. [online] Milled. Available at: <https://milled.com/river-island/your-one-stop-holiday-shop-USA9xeKzradsJmfB> [Accessed 21 May 2020].

FIG 37. Island, R., 2020. River Island Email Newsletters: Shop Sales, Discounts, And Coupon Codes. [online] Milled. Available at: <https://milled.com/river-island> [Accessed 21 May 2020].

RESEARCH REFERENCES

Cook, D., 2020. Research Shows That Users Desire A Sense Of Normalcy From Brands. [online] The Drum. Available at: <https:// www.thedrum.com/opinion/2020/04/30/research-shows-users-desire-sense-normalcy-brands> [Accessed 6 May 2020].

"From Rihanna’s first sketches of a collection, to sourcing and producing the collection, to multi-channel marketing across social media sites and mobiles as well as taking over London Fashion Week (amongst other catwalk shows) and optimizing their website accordingly; ‘Rihanna for River Island’ has dominated tabloids and blogging sites" Faull, J., 2017. River Island On Navigating The Divide Between Brand Marketing And Culture. [online] The Drum. Available at: <https:// www.thedrum.com/news/2017/02/10/river-island-navigating-the-divide-between-brand-marketing-and-culture> [Accessed 6 May 2020].

“In fact, 64% of respondents said that brands should continue advertising their products as normal, while 52% of them said that this content helped give them a sense of normality in their own lives. However, a huge 93% of respondents agreed that the tone needs to change, which means that as brands we need to find a way to operate in this new atmosphere of sickness and death. Not something you’ll find in your corporate social media policy handbook” Hendriksz, V., 2016. River Island Launches "App Experience" For Wearables. [online] Fashionunited.uk. Available at: <https:// fashionunited.uk/news/retail/river-island-launches-app-experience-for-wearables/2016052620547> [Accessed 10 May 2020].

“Lindsey Wixson who on Instagram has made no secret of her political views” Retail Bulletin. 2020. River Island: From High Street To Next‑Level E‑Commerce With Exponea’S CDXP – Retail Bulletin. [online] Available at: <https://www.theretailbulletin.com/retail-solutions/river-island-from-high-street-tonext%E2%80%91level-e%E2%80%91commerce-with-exponeas-cdxp-03-02-2020/> [Accessed 11 May 2020].

“The debut app offers a number of features, such as customized feeds of the latest items and lets users save and view items in their wish list or add them to their shopping bag and seamlessly move to mobile to complete the transaction” Santamaria, B., 2016. River Island Targets Millenials With New Snapchat Collaboration. [online] FashionNetwork.com. Available at: <https://uk.fashionnetwork.com/news/River-island-targetsmillenials-with-new-snapchat-collaboration,727535.html> [Accessed 11 May 2020].

“River Island delivers connected, tailor-made experiences to every customer across their offline and online stores with help of Exponea’s CDXP” ThoughtShift. 2013. Celebrity Fashion - Rihanna For River Island By Christina @Thoughtshiftuk. [online] Available at: <https://www.thoughtshift.co.uk/celebrity-fashion-rihanna-for-river-island/> [Accessed 7 May 2020].

“When devising a plan for the launch of our new Autumn/Winter campaign, we wanted to explore new innovation and technology, seeking a fresh way for us to connect and engage with River Island customers. We decided to use Snapchat for its mass reach, popularity and ability to cut through to consumers with strong, creative content,”

Abadom, D., 2015. Why Experiential Marketing Is No Longer The Poor Relation In The Marketing Mix. [online] The Drum. Available at: <https://www.thedrum.com/industryinsights/2015/06/26/whyexperiential-marketing-no-longer-poor-relation-marketing-mix> [Accessed 4 May 2020].

BIBLIOGRAPHY

Cook, D., 2020. Research Shows That Users Desire A Sense Of Normalcy From Brands. [online] The Drum. Available at: <https:// www.thedrum.com/opinion/2020/04/30/research-shows-users-desire-sense-normalcy-brands> [Accessed 5 May 2020].

Cook, K., 2019. 15 Fashion Brands You Should Follow On Instagram For Marketing Inspiration. [online] Blog.hubspot. com. Available at: <https://blog.hubspot.com/marketing/fashion-brands-on-instagram> [Accessed 4 May 2020].

Digital, M., 2019. How To Meet Consumers’ Multichannel Expectations. [online] Retail Week. Available at: <https://www.retailweek.com/retail-voice/how-to-meet-consumers-multichannel-expectations/7033408.article> [Accessed 4 May 2020].

Faull, J., 2016. Why Snapchat Is Winning Out Over Pinterest For River Island. [online] The Drum. Available at: <https:// www.thedrum.com/news/2016/10/26/why-snapchat-winning-out-over-pinterest-river-island> [Accessed 4 May 2020].

Friedman, L., n.d. Why Nostalgia Marketing Works So Well With Millennials, And How Your Brand Can Benefit. [online] Forbes. Available at: <https://www.forbes.com/sites/laurenfriedman/2016/08/02/why-nostalgia-marketingworks-so-well-with-millennials-and-how-your-brand-can-benefit/#584c2da83636> [Accessed 5 May 2020].

Fromm, J., n.d. As Millennials Get Nostalgic, So Do Brands | Millennial Marketing. [online] Millennial Marketing. Available at: <http://www.millennialmarketing.com/2014/02/as-millennials-get-nostalgic-so-do-brands/> [Accessed 5 May 2020].

Genchur, N., 2020. Six Consumer Trends To Watch In 2020. [online] GroundTruth. Available at: <https:// www.groundtruth.com/insight/consumer-trends-to-watch/> [Accessed 4 May 2020].

Gigante, M., 2017. How Nostalgia Marketing Can Get You Ahead With Millennials. [online] MDG Advertising. Available at: <https:// www.mdgadvertising.com/marketing-insights/how-nostalgia-marketing-can-get-you-ahead-with-millennials/> [Accessed 5 May 2020].

Gilliland, N., 2017. Four Ways Nostalgia Can Help To Boost Your Marketing Efforts – Econsultancy. [online] Econsultancy. Available at: <https://econsultancy.com/four-ways-nostalgia-can-help-to-boost-your-marketing-efforts/> [Accessed 5 May 2020].

Goodfellow, J., 2016. River Island Partners With Snapchat To Launch First Of Its Kind ‘Snap & Share’ Campaign Activated In-Stores. [online] The Drum. Available at: <https://www.thedrum.com/news/2016/08/31/river-islandpartners-snapchat-launch-first-its-kind-snap-share-campaign-activated> [Accessed 4 May 2020].

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Hart, K. and Kenny, B., 2018. River Island And Ditch The Label. [online] The Dots. Available at: <https:// the-dots.com/projects/river-island-and-ditch-the-label-209361> [Accessed 11 May 2020].

BIBLIOGRAPHY

Holmes, D. and Island, R., 2019. River Island : Client Based Project — Demi Holmes. [online] Demi Holmes.

Available at: <https://www.demiholmesshu.com/river-island-client-based-project> [Accessed 11 May 2020].

Island, R., 2017. River Island – Find Yourself At River Island – TV Advert Songs. [online] Tvadsongs.uk. Available at: <https://www.tvadsongs.uk/river-island-advert-music-spring-summer-find-yourself/> [Accessed 6 May 2020].

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Matthews, K., 2019. How To Effectively Market Towards Millennials In 2020. [online] Nimble Blog. Available at: <https://www.nimble.com/blog/marketing-strategies-for-targeting-millennials/> [Accessed 5 May 2020].

MINTEL.com, 2018. The Millennial BPC Consumer - UK - November 2018. [online] MINTEL.com. Available at: <https://reports.mintel. com/display/859727/?fromSearch=%3Ffilters.consumer-segment%3D9%26last_filter%3Dconsumer-segment> [Accessed 4 May 2020].

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River Island X Exponea, 2020. Partnership Between Two Companies In The Fashion Industry. [video] Available at: <https://mk0exponeav2vrysryl9.kinstacdn.com/wp-content/themes/exponea/ assets/img/pages/river-island/loop-partnership.mp4> [Accessed 10 May 2020].

Roberts, L., 2016. River Island Sends Strong Digital Signal With New Shoreditch Office - Theindustry.

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