MARKETING ACTIVITY SS12
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A DV E R T I S I N G C A M PA I G N PA R T N E R S H I P S STYLE INSIDER MAGAZINE CHELSEA GIRL NEW COLLECTIONS OT H E R AC T I V T Y I N T E R N AT I O N A L U P D AT E
ACTIVITY SS12
INTRODUCTION This Spring we build on the success of the autumn activity with an exciting new ‘Miami’ campaign, shot for a second season with renowned fashion photographer Ellen Von Unwerth and featuring up and coming models. We have created imagery and activity that captures our brand values, builds fashion credibility and customer belief in our wider mix of products. We have increased the number of magazines we advertise in, added outdoor to the plan and increased our online presence with a broad mix of banners on fashion and lifestyle sites. Please read on to see the images, where they’ll be featured and the other activity we have planned.
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• The ad images have been developed to represent our key trends. As and when the products shown sell out, there will be similar styles available within the same trend.
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MARKETING ACTIVITY SS12
A DV E R T I S I N G C A M PA I G N
• We are running print ads in an increased number of key magazine titles including Elle, Glamour, Grazia, Look, Company, Cosmopolitan, GQ, Shortlist and Men’s Health between February and May. We will also run online ads on numerous sites throughout this time • Outdoor poster sites across the UK at the beginning of March. These will consist of large bus stop posters and bus supersides. During London Fashion Week (w/c 20th Feb) we will takeover Oxford Circus Underground station with a poster campaign. • On-line we will have separate spring and summer campaigns with supporting online trend, video and interactive content that will be circulated across fashion, lifestyle and blog sites. • We will also have a supporting interactive Facebook app. 5
PA R T N E R S H I P S We will continue to build fashion authority through partnerships with key titles and street style websites.
Activity with Elle includes: • Advertorials in March, April and May issues featuring five of our key trends • Content hub on Elle.uk.com with behind the scenes films from the shoot • Bespoke e-mail to Elle database • Promo box on Elle Facebook page • Events in selected stores with representatives from ELLE Fashion team • ‘Elle Magazine Loves’ swing tags in store
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MARKETING ACTIVITY SS12
Activity with GQ includes: • Advertorial in the April issue featuring one of our key trends and then reflected on their website. • Competition to win the clothes featured in the advertorial hosted on GQ.com • ‘GQ recommends’ swing tags in store
LOOKBOOK.nu is a street style blog site where users upload images of themselves and members score them. Activity with LOOKBOOK.nu includes: • 5 influential community members will wear RI outfits, which will be promoted heavily through their channels. • Competition for members of the public to enter their RI look. 7
STYLE INSIDER MAGAZINE
• We will be producing Style Insider Magazine on a quarterly basis with the Spring issue out in late February and the Summer issue out mid May. • The Spring issue we will produce separate Women’s and Men’s magazines instead of a combined edition to drive authority and awareness of our Menswear range.
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MARKETING ACTIVITY SS12
Launching in February. We have teamed up with the cast of Made in Chelsea to launch the new spring collection for Chelsea Girl. This includes: • Shoot featuring four of the Made in Chelsea girls • Images will be featured on riverisland.com along with video content and interviews from the shoot. • Story will also be circulated to press and bloggers. 9
NEW COLLECTIONS
• Young, up and coming designer Julian J Smith has created our spring Design Forum collection. • To promote this range and drive RI fashion credibility we have formed a partnership with the British Fashion Council (BFC), and are sponsoring a new film event at London Fashion Week. • For this press event we are creating a short film of Julian’s Design Forum collection and will be co-hosting the small film festival with the BFC as part of the London Fashion Week schedule. • We will also run some exclusive customer screening events around the same time.
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MARKETING ACTIVITY SS12
Launching in April • To support the new Pacha sun-shop collection we have shot the range for riverisland. com and to promote to the Press. We will also support with: • Party style store events • Pop up shop in Pacha Ibiza, co-host a night at their club, plus a competition to win flights, hotel and entry to the club.
Launching in May • To tie in with the Olympics we have joined forces with Adidas to create an exclusive sports fashion collection. • We will be creating images featuring the range for riverisland.com and to promote it to the Press. • We will position the range as an edgy, urban fashion sports range. 11
OTHER ACTIVITY Competition runs 20th Jan – 9th February & reader issue out 16th May. • We will be partnering with Company Magazine again to run the search for real people to appear in their May reader issue. • Readers will enter through styleinsider.riverisland. com and will be promoted in Company Magazine’s February issue (out mid-Jan) and through their website. Leaflets will also be available in our stores. • In the May reader issue we will have a double page advertorial featuring the winners wearing River Island. • This will also be featured on Riverisland.com.
28th Feb – 5th March • We will take part in the Look High Street Fashion Week with a competition to win the 8 outfits featured in the magazine. • We will also take part in their Autumn catwalk show in September.
• We will run a kidswear Online ad campaign from 1st Feb throughout season. • Advertorials in target titles. • The successful kids catwalk road shows that we ran last Autumn/Winter in several shopping centers will be repeated during the school holidays.
• We will continue to run student events in Spring and plan to run 1 or 2 all store student discount days. • In top flagship stores we will use djs and bar to create a special event feel.
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MARKETING ACTIVITY SS12
I N T E R N AT I O N A L U P D AT E STORE OPENINGS In 2011 we launched our first store in Georgia with a comprehensive marketing campaign to support. We continue to expand our stores in Poland and Russia and in February 2012 we will be opening our first store in Armenia.
MAGAZINE The Style Insider magazine will be launching in the following markets this season - Ireland, Benelux, Poland, Russia and Georgia . Each magazine will have a bespoke section focusing on local fashion news and events.
PRESS EVENTS We will continue to host a variety of Press Events and Press Days in Russia, Poland , Ireland and Benelux to showcase new seasonal collections and product launches. ADVERTISING To continue to support the successful launch of International shipping we are planning an online advertising campaign along with social/blogging activity which will be applied in key countries.
ELLE EVENTS We are planning to roll out the Elle magazine partnership to key countries to increase brand awareness. The activity will mirror the UK activity promoting key trends and worldwide shipping through online and off line activity.
PRESS COVERAGE International Press Coverage had increased by an average of 30% on 2011. We will continue to drive online and off line coverage worldwide through our local Press Offices and PR agencies.
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