Creative Brand Report for River Island

Katie Charles, 13158703 Creative Brand Report for RIVER ISLAND Word Count: 3190

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ONTENTS CONTENTS

3 4-5 6 8-9 10 - 13 14 15 16 - 17 18 - 19 21 23 24 - 25 26 - 27 28 - 29 30 - 31 32 - 35 36 - 39 40 - 41

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MISSION STATEMENT BRAND IDENTITY

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BRAND POSITION SWOT CUSTOMER PROFILING PEST KIDSWEAR PRICE AND PRODUCT E-TAIL TOUCH POINT INSTORE TOUCH POINT PROMOTION INSTORE PRIMARY RESEARCH PLACE PEOPLE AND PROCESS CONCLUSION APENDENCIES

“At River Island we always aim to bring new and original fashion to you, with great design at the heart of everything we create. Almost all of our products are designed in-house and, as we have one of the largest design teams on the High Street, we are proud that we can deliver fabulous new fashion in-store and online for you every single week”

THE MISSION (RIVER ISLAND website, 2020)

IMAGE REFERENCES RESEARCH REFERENCES

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45% said they would describe River Island as fashionable, a further 45% said trendy. A small group that made up 5% said they would say it was cool, and another 5% said they would say the brand is too young for them.

BRAND

THE

How would you describe the brand, RIVER ISLAND?

River Island is one of the UK’s leading High Street fashion retailers, generally selling a very broad range of low-priced stylish clothing for the past three decades. It’s roots can be traced back to the 1940’s when founder Bernard Lewis began selling out of a shelter in the east of London. Having survived for the past 80 years, River Island’s future will depend on the creation of a solid and loyal customer experience that keeps people coming through it’s doors.

The brand is well-established both on the High Street and online where it now enjoys much success in achieving the targeted sales with the majority generating from the 18 to 30 age brackets with a high percentage coming from female customers.

The brand originally known as Lewis Separates and then rebranded as Chelsea Girl has come a long way and found its place as a leader in fashion retailing. The 30-year-old retailer saw fit to introduce a customer experience team, established in 2018 to review the companies standing to ensure it is fit for the future, providing high quality unique fashion with greater control over the design and direction of the brand by performing much of the work in-house along with performance marketing to drive the strategic direction of the business and enhance the customer experience with clear objectives by understanding what the customer experience is meant to be.

With the rise of ecommerce and what is called fast fashion, retailers such as ASOS; Boohoo, Misguided and H&M place a great deal on digital sales and as a result can operate faster in getting a product to market and speed up delivery times. River Island believes that fashion and customer needs make up the entire experience.

This includes information on how to wear clothes and how they feel and more importantly, being able to take away the items immediately. With the addition of a digital infrastructure, online, mobile and Omni-channel since 2016, has become key to ongoing success resulting in a 21% increase in business.

Competition is high but River Island still remains a billion- pound business with over 300 stores, 6 websites and exports to over 100 countries.

Having survived the uncertainty of Brexit, taking the business forward will be on the basis of improving the way they do business, improving productivity along with ethical trading, concerns for the environment and a strong emphasis placed on people, will stream line every aspect from sources materials to the supply network and at the point of sale.

“Love fashion. Love River Island.” (River Island, 2020)

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BRAND POSITION

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HIGH PRICE

Riverislands 3 main competitors are ASOS.COM. NEWLOOK and TOPSHOP TOPMAN

1 3 LOW QUALITY

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HIGH QUALITY

LOW PRICE

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S

• River Island have stores nationwide, this generates footfall with a store being positioned on nearly every British High Street • They have an extremely effective social media presence • River Island use their social stories to generate consumer engagement • They offer a very popular personal shopper experience within their larger stores • Visually the phsycial stores are beautifully curated and designed

• Garments have sometimes been known to become faulty, especially when it comes to embellishment or beading, mainly concerning their tops/blouses

W

• Minimal TV advertising may reduce the potential reaching of new consumers • Lack of a basic range within their stores • Customers often feedback that there is lack of larger sizes for consumers when shopping instore • Accessability takes away from individuality

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• Create a basic range to entice a more relaxed customer • More collaborations with celebrities/influencers as a way of engaging with customers and advertising their brand (competitor inthestyle.com do this very well) • Create a well established homeware brand, rivalling that of H&M home. This will entice a new demographic as perhaps it will entice an older consumer.

O

• fresh e-commerce could produce online sales

• Online only retailers do well because they can supply the demand quicker than that of a multi-channel brand • Cheaper alternatives across the market that sell similar products, such as NEWLOOK and H&M • Topshop offer a similar price range to River Island however in some cases they offer a larger product range as well as the online brands

T

• Technology has created an influx of online sales therefore High Street stores are suffering 9

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#ImWearingRI

#ImWearingRI Fig 5

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C U S TO M E R P R O F I L E S

Fig 19 - 22

A Demographic profile

B Demographic profile

MENSWEAR

Name: Alex Gender: Male Age: 30 Generation: Generation Y/Millennial Ethnicity: White, British Marital status: Single Occupation: Fitness instructor Education: Graduated from university with a degree in biology

Name: Georgina Gender: Female Age: 28 Generation: Generation Y/Millennial Ethnicity : White, British Marital status: Single and mother to 2 Occupation: Social blogger/fashion influencer Education: Graduated from university with a degree is fashion promotion

Geographical variables

Geographical variables Region: London, Essex Housing type: A three-bedroom house, in Essex, with her two children. She blogs online about fashion and lifestyle.

Acorn Classification: Type 18 in ‘career driven young families’ category

Usage and benefits variables

Fig 16 - 18

Volume of purchase: Purchases a lot, as being up to date on latest fashions are important to her, both personally and professionally Brand loyalty: RIVER ISLAND, H&M, ASOS and TOPSHOP Price sensitivity: Happy to spend but enjoys a sale too On average spends £100-£150 per shopping trip unless gifted by brands

Psyco graphic behavioural variables Social aspiration: Aspires to gain more following on her social platform’s by influencing with her fashion choices.

Dreams of collaborating with a brand to create own line.

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She is an innovator/early adopter

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Region: London Housing type: Apartment Studio in the centre, living alone but regularly has friends around for social reasons Acorn Classification: Type 14 in ‘townhouse cosmopolitans ’ category

Usage and benefits variables Volume of purchase: Regularly throughout a month, updating key pieces in the wardrobe Brand loyalty: RIVER ISLAND, TOPMAN, ASOS, ZARA MAN, BOOHOO MAN Price sensitivity: Doesn’t like designer so he is quite loyal to the Highstreet fashion brands. On average won’t spend over £50 on items

Psyco graphic behavioural variables Social aspiration: loves being stylish when he goes out, as he works in comfortable clothing in the day job, he likes to dress up to go to bars and on nights out with his mates.

He is an early adopter

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P

E

S

• The results of Breit might affect River Island as the legal and trading standards have been compromised and therefore consumers will pay more

• A decline in profits have emerged due to the rise in sales and profits for cheaper online only competitors (Boohoo/Missguided) (Drapersonline.com)

• The rise of technology is impacting footfall in all physical stores as consumers don’t ‘need’ to leave the comfort of their own home if they do not wish too

• Due to River Island manufacturing their clothing in different parts of the world, complications such as strikes, or pandemics could cause shipping issues

• The value of the pound has decreased and therefore international markets have become more expensive which may lead to a decrease in sales and in turn company profit

• The ever-changing social market and river islands higer price points is encouraging younger consumers to choose cheaper shopping alternatives (The Guardian)

• If River Island decided to manufacture garments in the UK it would cut shipping issues out however it would be that they’d need to raise the price of the clothing due to the rise in manufacturing costs

T • Advances in the technology market allows River Island to operate across website and app forms • The app/social channels provide another avenue for the brand to promote through • It gives the brand the potential to connect with a huge target market

The store offers children’s styles for both boys and girls from newborn up to 5 years old with its Mini range, and 5 to 12 with its core kids’ collection. The newest line of clothing is purely dedicated to baby, starting at newborn and extending up to 12 months old. The 80 piece range was designed to be gender-neutral fitting with the inclusivity brand message, with a muted colour palette of greys and creams, plus the occasional pop of red and metallics. Being River Island, everything had a stylish, luxury twist, but without compromising on comfort or practicality. It was a shopper favourite!

• The living standards are changing all the time and therefore so are consumer demands

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PRICE &

Generally, River Island can be considered to have a middle range pricing structure but its strategy for sales in the initial stages is starting at the higher end for what the customer expects to be top quality merchandise and preferring to pay for fashion that fits the purpose. Over time, River Island will undertake to reduce prices gradually.

If trends change or there is a fall in footfall from influences beyond the control of the business, River Island will instigate going into sale as they would following other retailers in seasonal periods and Black Friday. These sales can give rise to up to 50% of the opening price. Reduced prices attract customers and can significantly increase profits. Prices of all River Islands are set by way of three factors:

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River Island is one of the most well-known brands and is best known for stylish, affordable fashion. Their collections have unique touches which help River Island products stand apart from competitors. Customers can always find a great look for going out along with casual highly fashionable denim and amazing accessories which all leads up to a new look for its customers. New fashions with the majority created by an in-house design team is simply why River Island is a leader in the field.

River Island is a trend focused forward thinking company where their in-house design team are ready to put their own stamp on everything they sell, whether in-store or through online markets. Stores follow a set format by guiding customers to department segmentations where it is easier to shop. All Demin products can be found in one area as can women’s wear. Knitwear and night wear are separated from the rest.

All new stock along with changes in trends are found at the front of the store. New stock is highlighted in key areas, across all store locations.

• Prices are based on regular collections.

• Limited collection generally demands a higher price • Or by of designer collaboration.

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PRODUCT

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Instagram is used to generate sales, by showcasing the product, using influencers to target a wider consumer community online and offering a ‘shop the feed’ direct link on the store’s social accounts.

E - TA I L

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River Island’s online traffic via a desktop across the world 0.54% Italy 5.58% Ireland

0.76% Australia

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River Island houses a multitude of fashions ranging between women’s wear, men’s wear, and kid’s wear.

The brand uses internal aesthetics as a high priority, with most locations decorated with the ‘feel’ of a catwalk or fashion event in mind. The visual aspects are always displayed in key areas. Most stores have a collection of mannequins showcasing the latest trend, the main focus is to draw attention to the overall product range which has a major impact on drawing customers through the doors. River Island tend to update their mannequins as the seasons change, they often have different poses and incorporate props to add a new element of interest such as the ‘selfie queens’ as indicated by the images by the images shown. A strong brand presence is used throughout the stores, using hashtags and social media tags to encourage customers to communicate with the brand across all avenues. River Island also partners up with social platforms such as Snapchat, to develop a new exciting way of advertising their brand and ethos. This is current and direct for their target consumers.

Do you prefer to shop instore or online?

6.25% United states

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72.70% United Kingdom

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River Island also has more than 350 physical stores globablly

INSTORE

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62.5% of people who took my survery said they prefer to shop instore, due to it stocking more and having the advantage of asking for help if needed. The other 37.5% said online has its quick, easy and accessable any time of day/night.

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PROMOTION

River Island’s first tv campaign happened back in 2014 and as expected, it spread awareness about the brand as a whole. In recent years there has been a shift in the way the company portray their message to the masses. The introduction of its own website forms a major investment for the company, but the benefits outweighed the initial costs. In addition, the company have turned to social media in order to enhance its appeal and reach a global audience with the ultimate goal of converting its efforts into sales online and bring customer’s through the doors in store.

Social media sites such as Twitter; Instagram and Facebook have help spread the word and an added benefit is the collaboration with bloggers and fashion influencers. YouTube advertising and company generated videos all go to helping the company moving forward to increase the companies standing in the global markets.

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The company send emails out to inform consumers of offers, discounts and student events. They are also now embracing becoming an omni-channel brand. This makes shopping with the brand a lot easier for customers, as they can do it on the go, from the app.

• • • • • • • •

Free Standard Delivery Free standard delivery offer (only valid online) *Up to 30% off women’s wear, menswear and kids wear, online and in-store 2 for £40 / 3 for £60 on selected men’s sweatshirts and joggers 2 for £40 / 3 for £60 on selected men’s sweatshirts and joggers. (only available online) Students! Get 10% off with Student Beans Gift cards Terms and conditions apply for both online and in store promotions

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BIRMINGHAM FLAGSHIP

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PLACE

River Island have grown to be one of the few high street fashion outlets that exist in almost every major city throughout the United Kingdom with flag ship stores opening where demand dictated by increasing customer need to want more of a personal touch. The year 2018 saw the opening of 5 flagship stores in Leeds, London and the city of Birmingham. The Bullring is the most recently added and designed by Dalziel and Pow where inspiration for the look of the store was taken from a ‘behind the scenes of the catwalk’ as directed by River Island. This unique take was based on the very idea that customers are and can remain at the heart of the fashion world with the latest designs in a relaxed atmosphere.

The store is located on the third floor of Grand Central with easy access from the high street.

Customers will find a large bright inviting space with everything they expect from River Island.

River Island is one of the brands that we all have come to love and are found at the centre of the High Street where footfall is at its highest. Situated in the Shopping Centres or Malls, hopeful that potential customers will find the stores with ease and will therefore be encouraged to spend with the brand.

External promotional material is also used in the windows to entice customers to enter.

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River Island also have a strategy to bring in the customers, this is done by keeping all River Island platforms consistent and current.

Delivering the same information across all channels. Using social media to showcase promotional images and displaying such items instore. The brand also sells through online websites such as ASOS and Nelly.com. River Island can be found in all the major cities throughout the UK as well as Ireland. Continual growth of the company now finds the business across Europe. Also selling in Asia, the Middle and Far East markets.

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PEOPLE AND PROCESS

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River Island take a different approach to how they treat customers coming into store compared to many of its competitors. Rather than ‘do you need help’ approach, the customers are left to browse after welcoming them to the store. Customers are all too happy to find the help they need.

River Island staff take on the role of ‘fashion experts; to talk to customers, find out what they like or desire and to be able to create a look just for them rather than just putting clothes in a carrier bag. Resulting in it being a more personalised experience. Keeping customers engaged will also depend on the stores ability to build customer relationships, provide a secure speedy payment structure and their delivery and returns policy must be right every time when a transaction takes place, this is especially true to reduce the threat from the internet. Staff receive 50% discounts on purchases, but this depends on the location along with the flexibility of shift patterns. They also receive benefits such as health care which is an incentive when employed by the company, the brand offer bonuses and perks for continued service and loyalty.

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Retail fashion can and does hold its own through the sales generated both online and in-store and surprisingly not all fashion houses used the services of ambassadors, although it is wel-known across the fashion industry and social platforms that celebrity endorsements help sell.

The celebrities and influencers are able to connect consumers with the products, creating a buzz and therefore generating rapid sales.

“Working with celebrities creates a more trustworthy look for a brand, especially if the brand isn’t well known.” (retail gazette, 2019) River Island have realized that consumers nowadays remember the brand more if a celebrity becomes the face behind the fashion retailer. The brand has collaborated with a lot of high-end designers, models, tv and film celebrities along with well-known sports and music stars. The one thing in common is that they create excitement surrounding the retailer, its products and new all new upcoming trends. River Island’s recent creations all come from talented up-and-coming designers such as Joseph Turvey and Katie Eary, as well as their collaboration with Rihanna in 2013, which proved to be a runaway success for the brand.

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CO NCLUSION

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River Island have been at the forefront of the British High Street for fashion retailing for several decades and during that time have grown from a few shops to a global business despite the mounting competition. As a business it has been able to stand out from several well-known names in the industry by focusing on their mission to provide high quality fashionable clothing that the company is renowned for. River Island have always been ready to accommodate change and as with many of their competitors, have found an online presence which has significantly increased the awareness of the brand and in turn the range of fashionable clothing along with accessories available to many age groups, but especially the 18 to 30’s which is showing greater interest in the brand. As a result, the company benefits from increased profits year on year despite being at the mid to high price range. River Island’s online activities is a recognition of moving with the times but unlike many of their competitors such as Asos, New Look and Topshop Topman; the company still believe existing on the High Street has its place despite the current climate; believing that people still want a personal touch, to be able to try out outfits based on sound knowledge from those who serve them. This is borne out by the fact that footfall to the stores remains at a high.

This can also be attributed to the relaxed in-store atmosphere combined with constantly evolving attractive and appealing displays strategically placed to encourage customers to want to have a look at what is on offer.

The range of up to date on trend fashion with unique touches added by their own in-house design team enables River Island to remain one of the top fashion retailers in Britain and now the rest of the world. It has capitalized on an ever-increasing online market and benefits from the demand for its products in Europe and far eastern markets along with increasing sales throughout America. It has also benefited significantly from collaborating with online outlets Asos and Very.com in addition to increasing awareness of the brand with celebrities and on-line social media. Recent investment across all areas of the business will aid its expansion to exceed its current 350 stores and 6 websites along with the introduction of technology to ease all processes and drive sales. River Island brand is one of the trusted names and is set to continue building a reputation for excellence both in what is on offer and the service behind it.

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Appendices What are range are you?

What gender are you?

How would you describe the brand, River Island?

What do you like about River Island?

Have you subscribed to River Island’s online newsletter?

The feedback is showing that more than 50% of the 40 asked prefers to still have the instore customer expierence which is good considering River Island still believes that creating the perfect physical instore expeience is ke Do you prefer to shop instore or online?

https://www.surveymonkey.co.uk/r/MB5BVP2

Fig 58 - 63

Customer survey conducted to gather research on customer behaviour

(The bar graphs shown throughout the document, are the same results shown in these pie charts)

- created using surveymonkey.com

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What do you use the website for?

Does their campaigns make you want to shop with the brand?

3.39%

Of traffic is from social media Youtube

50.43%

Facebook

22.50%

Pinterest

13.94%

Reddit

4.00%

Instagram

3.67% Fig 67

This questionaire was asked to a total of 40 people with a mixture of ages, ranging between 17-45

What would you like to see more of from the brand?

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These results show that River Island’s social channels hold an oppotunity. Their instagram isnt performing particularly well considering they post daily, meaning they should focus all efforts on there social interacting with consumers via their social platforms to see it this could help boost sales.

- https://pro.similarweb.com/#/website/worldwide-overview/riverisland.com/*/999/3m?webSource=Total 35

Image References

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Fig 1. Indulgeme. 2018. River Island Says â&#x20AC;&#x2DC;Labels Are Not For Peopleâ&#x20AC;&#x2122; In Bold New Ad Campaign. [online] Available at: <https://indulgeme.ie/river-island-ad-campaign-ss18/> [Accessed 5 April 2020].

Fig 2. Brunskill, J. and ISLAND, R., 2020. River Islandâ&#x20AC;&#x2122;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-forclothes-campaign/190912 [Accessed 10 March 2020].

Fig 3. Brunskill, J. and ISLAND, R., 2020. River Islandâ&#x20AC;&#x2122;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-forclothes-campaign/190912 [Accessed 10 March 2020].

Fig 4. 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 11 March 2020].

Fig 5. ISLAND, R., 2020. #Imwearingri Commit To A Fit. [online] River Island. Available at: https://www.riverisland.com/ inspiration/blog/imwearingri-commit-to-a-fit [Accessed 15 March 2020].

Fig 6. ISLAND, R., 2019. RIVERISLAND Campaign. [online] Zebedeemanagement.co.uk. Available at: https://www. zebedeemanagement.co.uk/kathleenh [Accessed 15 March 2020].

Fig 7. Milano, M., 2019. Fashion Videos - Missmilano 2019. [online] Missmilano.nl. Available at: https://www.missmilano.nl/fashion-videos/ [Accessed 15 March 2020].

Fig 8. ISLAND, R., 2020. #Imwearingri Date Night Looks. [online] River Island. Available at: https://www.riverisland. com/inspiration/blog/imwearingri-date-night-looks [Accessed 25 March 2020].

Fig 9. ISLAND, R., 2020. #Imwearingri Commit To A Fit. [online] River Island. Available at: https://www.riverisland.com/ inspiration/blog/imwearingri-commit-to-a-fit [Accessed 15 March 2020].

Fig 10. Alex, M., 2018. Missalex. [online] YouTube. Available at: https://www.youtube.com/user/missalexbeautyx [Accessed 15 March 2020].

Fig 11. ISLAND, R., n.d. #Imwearingri | Winter Warmers MW. [online] River Island. Available at: https://www.riverisland. com/inspiration/blog/imwearingri--winter-warmers-mw?icid=inspiration/blog/imwearingri--christmas-day/prm/imwearingri--winter-warmers-mw/blog [Accessed 16 March 2020].

Fig 12. ISLAND, R., 2019. #Imwearingri | MW Partywear. [online] River Island. Available at: https://www.riverisland. com/inspiration/blog/imwearingri-mw-partywear?icid=inspiration/blog/imwearingri--winter-warmers-mw/prm/imwearingri-mw-partywear/blog [Accessed 16 March 2020].

Fig 13. ISLAND, R., n.d. #Imwearingri | Winter Warmers MW. [online] River Island. Available at: https://www.riverisland.com/inspiration/blog/imwearingri--winter-warmers-mw?icid=inspiration/blog/imwearingri--christmas-day/prm/imwearingri--winter-warmers-mw/blog [Accessed 16 March 2020].

Fig 14. ISLAND, R., n.d. #Imwearingri Commit To A Fit. [online] River Island. Available at: https://www.riverisland.com/

inspiration/blog/imwearingri-commit-to-a-fit [Accessed 16 March 2020].

Fig 15. Patient, G., 2020. đ??&#x2020;đ??&#x17E;đ??¨đ??Ťđ?? đ??˘đ??§đ??&#x161; đ???đ??&#x161;đ??­đ??˘đ??&#x17E;đ??§đ??­â&#x2DC;&#x2026; (@Georgina_Patient) â&#x20AC;˘ Instagram Photos And Videos. [online] Instagram.com. Available at: https://www.instagram.com/georgina_patient/?hl=en [Accessed 14 March 2020].

Fig 16. Patient, G., 2020. đ??&#x2020;đ??&#x17E;đ??¨đ??Ťđ?? đ??˘đ??§đ??&#x161; đ???đ??&#x161;đ??­đ??˘đ??&#x17E;đ??§đ??­â&#x2DC;&#x2026; (@Georgina_Patient) â&#x20AC;˘ Instagram Photos And Videos. [online] Instagram.com. Available at: https://www.instagram.com/georgina_patient/?hl=en [Accessed 14 March 2020].

Fig 17. Patient, G., 2020. đ??&#x2020;đ??&#x17E;đ??¨đ??Ťđ?? đ??˘đ??§đ??&#x161; đ???đ??&#x161;đ??­đ??˘đ??&#x17E;đ??§đ??­â&#x2DC;&#x2026; (@Georgina_Patient) â&#x20AC;˘ Instagram Photos And Videos. [online] Instagram.com. Available at: https://www.instagram.com/georgina_patient/?hl=en [Accessed 14 March 2020].

Fig 18. Patient, G., 2020. đ??&#x2020;đ??&#x17E;đ??¨đ??Ťđ?? đ??˘đ??§đ??&#x161; đ???đ??&#x161;đ??­đ??˘đ??&#x17E;đ??§đ??­â&#x2DC;&#x2026; (@Georgina_Patient) â&#x20AC;˘ Instagram Photos And Videos. [online] Instagram.com. Available at: https://www.instagram.com/georgina_patient/?hl=en [Accessed 14 March 2020].

Fig 19. Instagram.com. 2020. ALECS FASHION | MENSWEAR (@Alecs.Fashion) â&#x20AC;˘ Instagram Photos And Videos. [online] Available at: https://www.instagram.com/alecs.fashion/?hl=en [Accessed 14 March 2020].

Fig 20. Instagram.com. 2020. ALECS FASHION | MENSWEAR (@Alecs.Fashion) â&#x20AC;˘ Instagram Photos And Videos. [online] Available at: https://www.instagram.com/alecs.fashion/?hl=en [Accessed 14 March 2020].

Fig 21. Instagram.com. 2020. ALECS FASHION | MENSWEAR (@Alecs.Fashion) â&#x20AC;˘ Instagram Photos And Videos. [online] Available at: https://www.instagram.com/alecs.fashion/?hl=en [Accessed 14 March 2020].

Fig 22. Instagram.com. 2020. ALECS FASHION | MENSWEAR (@Alecs.Fashion) â&#x20AC;˘ Instagram Photos And Videos. [online] Available at: https://www.instagram.com/alecs.fashion/?hl=en [Accessed 14 March 2020].

Fig 23. ISLAND, R., n.d. River Island Hires Adorable Children Models With Disabilities For Their New Campaign â&#x20AC;&#x2DC;Labels Are For Clothesâ&#x20AC;&#x2122;. [online] Demilked. Available at: https://www.demilked.com/river-island-campaign-disabled-childern/ [Accessed 16 March 2020].

Fig 24. This picture was a screen shot of river islandâ&#x20AC;&#x2122;s app, on an iPhone. 2020 Fig 25. This picture was a screen shot of river islandâ&#x20AC;&#x2122;s app, on an iPhone. 2020 Fig 26. This picture was a screen shot of river islandâ&#x20AC;&#x2122;s app, on an iPhone. 2020 Fig 27. Bles, M. and ISLAND, R., 2019. Arthur, Dom, Davidson + More Front River Island Fall â&#x20AC;&#x2DC;19 Campaign. [online] The Fashionisto. Available at: https://www.thefashionisto.com/river-island-fall-2019-campaign/ [Accessed 12 March 2020].

Fig 28. ISLAND, R., 2018. This Is Family. [online] River Island. Available at: https://www.riverisland.com/inspiration/blog/ this-is-family [Accessed 12 March 2020].

Fig 29. Brunskill, J., n.d. Jamie Brunskill Ltd. â&#x20AC;&#x201D; RIVER ISLAND. [online] Jamie Brunskill Ltd. Available at: http://www.jamiebrunskill.com/river-island [Accessed 14 March 2020].

Fig 30. Vector stock. n.d. Modern Computer Display With Blank White Screen Vector Image. [online] Available at: https:// www.vectorstock.com/royalty-free-vector/modern-computer-display-with-blank-white-screen-vector-2113725 [Accessed 14 March 2020].

Fig 31. Getty Images. n.d. Studio Shot Of A New Ipad Pro From Apple Inc. With A Blank White [online] Available at: https:// www.gettyimages.co.uk/detail/photo/ipad-pro-with-blank-screen-royalty-free-image/958908880 [Accessed 16 March 2020]. 37

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Fig 32. This picture was a screen shot of river island’s Instagram page, on an iPhone. 2020 Fig 33. This picture was a screen shot of river island’s Instagram page, on an iPhone. 2020 Fig 34. This picture was a screen shot of river island’s Instagram page, on an iPhone. 2020 Fig 35. ISLAND, R., 2020. Similarweb.Com - Competitive Intelligence Tool. [online] SimilarWeb.com. Available at: https://pro. similarweb.com/#/website/worldwide-overview/riverisland.com/*/999/3m?webSource=Total [Accessed 10 March 2020].

Fig 36. River Island, L., 2016. River Island, London. [online] Retailstorewindows.com. Available at: http://www.retailstorewindows.com/2016/03/river-island-london.html?spref=pi [Accessed 15 March 2020].

Fig 37. River Island, L., 2016. River Island, London. [online] Retailstorewindows.com. Available at: http://www.retailstorewindows.com/2016/03/river-island-london.html?spref=pi [Accessed 15 March 2020].

Fig 38. Hackett, L. and ISLAND, R., 2019. Pride | We Are One #Thisisfamily. [online] River Island. Available at: https://www.riverisland.com/inspiration/blog/pride--we-are-one-thisisfamily [Accessed 12 March 2020].

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Fig 40. Muntyan, D., 2012. TYPEFACE - RIVER ISLAND TAG. [online] D-muntyan1215-dp.blogspot.com. Available at: http://dmuntyan1215-dp.blogspot.com/2012/10/typeface-river-island-tag.html [Accessed 16 March 2020].

Fig 41. Authors Own. 2020. RIVERISLAND store, Birmingham [Taken 11th March 2020] Fig 42. Authors Own. 2020. RIVERISLAND store, Birmingham [Taken 11th March 2020] Fig 43. Authors Own. 2020. RIVERISLAND store, Birmingham [Taken 11th March 2020] Fig 44. Authors Own. 2020. RIVERISLAND store, Birmingham [Taken 11th March 2020] Fig 45. Authors Own. 2020. RIVERISLAND store, Birmingham [Taken 11th March 2020] Fig 46. Authors Own. 2020. RIVERISLAND store, Birmingham [Taken 11th March 2020] Fig 47. Authors Own. 2020. RIVERISLAND store, Birmingham [Taken 11th March 2020] Fig 48. Authors Own. 2020. RIVERISLAND store, Birmingham [Taken 11th March 2020] Fig 49. Authors Own. 2020. RIVERISLAND store, Birmingham [Taken 11th March 2020] Fig 50. Authors Own. 2020. RIVERISLAND store, Birmingham [Taken 11th March 2020] Fig 51. Cole, N., n.d. River Island. [online] Natalie Cole. Available at: https://nataliecole.co.uk/portfolio/river-island [Accessed 18 March 2020].

Fig 52. ISLAND, R., n.d. Black Friday | Retail | River Island Careers | Blog | Fashion. [online] River Island. Available at: https:// www.riverislandcareers.com/black-friday/ [Accessed 11 March 2020].

Fig 53. ISLAND, R., n.d. Black Friday | Retail | River Island Careers | Blog | Fashion. [online] River Island. Available at: https:// www.riverislandcareers.com/black-friday/ [Accessed 11 March 2020].

Fig 54. ISLAND, R., 2020. Meaning River Island Logo And Symbol | History And Evolution. [online] 1000logos.net. Available at: https://1000logos.net/river-island-logo/ [Accessed 11 March 2020].

Fig 55. Collins, L. and ISLAND, R., 2018. Labels Are For Clothes: David Agbodji + More Star In River Island Spring ’18 Campaign. [online] The Fashionisto. Available at: https://www.thefashionisto.com/river-island-spring-2018-campaign/ [Accessed 11 March 2020].

Fig 56. Collins, L. and ISLAND, R., 2018. Twitter Is LOVING River Island’s Diverse Ad Campaign. [online] Cosmopolitan. Available at: https://www.cosmopolitan.com/uk/fashion/style/a23276892/river-island-diverse-ad-campaign-labels-are-for-clothes/ [Accessed 11 March 2020].

Fig 57. Collins, L. and ISLAND, R., 2018. River Island AW18 Campaign | Jnproduction. [online] Jnproduction.com. Available at: https://www.jnproduction.com/casting/project/riverislandaw18campaign [Accessed 11 March 2020].

Fig 58. Authors Own. 2020. RIVERISLAND survey, https://www.surveymonkey.com/results/SM-FQBZ5YNM7/ [Taken 24th March 2020] Fig 59. Authors Own. 2020. RIVERISLAND survey, https://www.surveymonkey.com/results/SM-FQBZ5YNM7/ [Taken 24th March 2020] Fig 60. Authors Own. 2020. RIVERISLAND survey, https://www.surveymonkey.com/results/SM-FQBZ5YNM7/ [Taken 24th March 2020] Fig 61. Authors Own. 2020. RIVERISLAND survey, https://www.surveymonkey.com/results/SM-FQBZ5YNM7/ [Taken 24th March 2020] Fig 62. Authors Own. 2020. RIVERISLAND survey, https://www.surveymonkey.com/results/SM-FQBZ5YNM7/ [Taken 24th March 2020] Fig 63. Authors Own. 2020. RIVERISLAND survey, https://www.surveymonkey.com/results/SM-FQBZ5YNM7/ [Taken 24th March 2020] Fig 64. Authors Own. 2020. RIVERISLAND survey, https://www.surveymonkey.com/results/SM-FQBZ5YNM7/ [Taken 24th March 2020] Fig 65. Authors Own. 2020. RIVERISLAND survey, https://www.surveymonkey.com/results/SM-FQBZ5YNM7/ [Taken 24th March 2020] Fig 66. Authors Own. 2020. RIVERISLAND survey, https://www.surveymonkey.com/results/SM-FQBZ5YNM7/ [Taken 24th March 2020] Fig 67. ISLAND, R., 2020. Similarweb.Com - Competitive Intelligence Tool. [online] SimilarWeb.com. Available at: https://pro. similarweb.com/#/website/worldwide-overview/riverisland.com/*/999/3m?webSource=Total [Accessed 12 March 2020].

Fig 68. Indulgeme. 2018. River Island Says ‘Labels Are Not For People’ In Bold New Ad Campaign. [online] Available at: <https://indulgeme.ie/river-island-ad-campaign-ss18/> [Accessed 5 April 2020].

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Fig 68

Katie Charles, 13158703 Creative Brand Report for RIVER ISLAND Word Count: 3190