P2/M1 - River Island

The first of the two retailers I have chosen, River Island, is a tremendously well known store in the UK with approximately 300 retailing outlets located across the nation. Fairly recently RI has expanded overseas and also sell in countries including Ireland, Poland, Belgium and Russia. They specialise in producing and selling a variety of clothing ranges, footwear, and accessories for men, women and children. The majority of their sales however, come from the female demographic.

As part of that demographic I would agree that the organisation's marketing techniques are effective. I have found that each technique RI use to appeal to their target market has worked on me. For instance: they tend to target 16-25 year olds which are among the technological generation. Here RI have reached out to potential customers through the likes of social media and having their own website. Furthermore, apps are very current and constantly used by the younger generation on a daily basis. Again the retailer has picked up on this and created an app which allows the customer to browse, add products to their wish-list and make transactions wherever they may be through their mobile application!

Before even entering the store you are bedazzled by their eye-catching displays! To the left shows an example on how they have visually merchandised the window space to attract customers during the busy festive season. The 50% off sign is a pricing strategy which entices the customer to take a look at the products on sale and purchase discounted goods. As for the window display itself I find this is a great example on how RI's clothes are relevant with the latest fashion trends. Their clothes are appearing to be more and more quirky, which I absolutely ♥

When River Island first started in 1948 their clothing ranges were never really considered to be 'fashionable' or 'up-to-date' with the latest trends. Back then they tended to sell relatively cheap clothes which allowed people, with little disposable income, to buy their clothes from the retailer. However, over recent years this has dramatically changed. Nowadays RI are known for selling out-there and one-off clothing items. This means that their target market generally has a lot more disposable income to spend in stores. Recently for my birthday I was given a £25 voucher to spend at River Island. Although I was delighted with the gift, I probably won't be able to get much from the store for £25. The majority of my friends find the retailer expensive; yet when I spoke to my tutor and older relatives they saw RI as reasonably priced, non-expensive place to shop. This just goes to show how the organisation is becoming more upmarket. For RI this means having to possibly use more expensive materials in produce, keep a close eye to the latest media advertising techniques etc.

When entering the store there will always be at least half a dozen sales assistants present in the store replenishing stock, who are available to help if necessary. From my own past experiences I have found the staff helpful whether I need to: check stock availability; try on an item of clothing or make a purchase at the tills. Throughout all the outlets across the UK the modern, unique theme and layout is consistent. A couple of years ago RI completely redesigned all store layouts across the UK and, like many customers, I was impressed with the transformation. The way in which the products were displayed had changed; they installed a new brick effect on the walls and accessories, shoes and 'add ons' were hanging from the wall alongside items of clothing on display. This technique was introduced to encourage customers to buy a complete outfit as opposed to a jumper (for example) on its own. The retailer is cleverly getting their customer to visualise themselves not only wearing the jumper, but with a necklace or pair of ankle boots to accompany the jumper. Typically RI's target market can afford to purchase an outfit for just one occasion, which may include: a tee, jacket, skirt/trousers, jewellery, footwear etc.

These two images, taken from the 'Style Insider' on the official website, demonstrate how RI have used props and laid their clothes out in a certain way to draw attention






The opening hours for RI Highcross, Leicester are listed below:

Monday   -      09:30   -   20:00

Tuesday   -      09:30   -   20:00

Wednesday -   09:30   -   20:00

Thursday   -     09:30   -   20:00

Friday        -     09:30   -   20:00

Saturday   -      09:00   -   19:00

Sunday     -       11:00   -   17:00

The times above virtually agree with all other stores across the UK, although bank holidays may vary. Not only has the retailer based these hours on the outlet location (e.g. shopping centre surroundings), they have also considered their target market’s needs. RI’s typical customer will generally be working or be in day time education during weekdays. Here River Island has conveniently allowed the customer to browse their products in-store after they have finished work or, alternatively, shop there at the weekend. As a customer I do both :)