Ri limited range pack

LIMITED EDITION S/S 2015

Rachel Neath 1109393 EFMM 6003 Major Project and Career Planning

tREND 2 FORMULA

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CONTENTS The Trend - Miami Sunrise - P4 - 5 The Science Behind the Trend - Miami Sunrise - P6 - 7 The Range - River Island Limited Edition S/S 2015 - P8 - 9 The Science Behind the Range - River Island Limited Edition S/S - P10 - 18 The Range Positioning - River Island Limited Edition - P19

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THE TREND

MIAMI SUNRISE The Sunshine State provides the backdrop for this vibrant story, with bold, expressive graphics and a kitschy sense of fun.

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Miami Sunrise is heavily backed by data tracked by Trend Formula², making this trend reliable to market to existing River Island customers. Turn the page to read the science behind the trend.

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THE SCIENCE BEHIND THE TREND

MIAMI SUNRISE 1

The Catwalks

Mother of Pearl SS RTW 2014

MSGM SS RTW 2014

Tropical themes were seen across fashion week season.

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71

Just Cavalli SS RTW 2014

spring/summer 2014 designer shows exhibiting over

Trend Score - Social Media

650+ 600 550 500 sept

oct

nov Month (2013 - 2014)

6

dec

jan

feb

No. of mentions over social media websites

The graph below shows an overall trend score for the phrase ‘tropical’ when combined with statements about fashion, designers, apparel products and catwalk shows from September 2013 to February 2014.

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Trend Score - Press

12%

23%

65%

Negative

Neutral

Positive

Trend Formula² measures positive, negative and neutral press over fashion week season.

The graphic to the left shows the outcome when press was analysed against terms relating to ‘tropical’ over the fashion week period.

Miami Sunrise - The Trend Architecture 1 The Catwalks: Tropical inspirations for this spring/ summer can be found in 71 S/S 2014 catwalks

2 Social Media: Content relating to fashion, catwalks and designers containing the phrase ‘tropical’ peak at 640 mentions in September 2013

3 The Press: Tropical collections over fashion weeks receive 75% positive press

4 The Trend: Miami Sunrise - a sunny, commercial trend receiving positive reactions before it even hits the sales floors

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THE RANGE

RIVER ISLAND LIMITED EDITION S/S 2015

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Influences for this limited range come from Miami summers, kitsch prints and tropical views. Garments feature luxury graphics such as Hawaiian surfers, dark resort illustrations and a modern take on classic Hawaiian prints.

Muted mid-tones are interspersed with brights for adventurous colour combinations. Tonal blues and greys can be merchandised against each other for a calmer, ocean-like feel.

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THE SCIENCE BEHIND THE RANGE

RIVER ISLAND LIMITED EDITION SS15 The Boxy Shirt

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Designers included boxy shirts in their collections over spring/summer 2014 catwalks

Trend Score - Press

17%

22%

61%

Negative

Neutral

Positive Viktor & Rolf SS RTW 2014

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House of Holland SS RTW 2014

The Summer Jumpsuit Summer jumpsuits have grown in popularity over the last 5 years in River Island stores, as demonstrated in the chart below.

Number of Units Sold

50 000 40 000 30 000 20 000 10 000

‘09

‘10

‘11

‘12

‘13

Year

River Island SS 2014

River Island SS 2014

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THE SCIENCE BEHIND THE RANGE The Boyfriend Tee Boyfriend Tee’s have become an essential, casual item in recent years. Following vest tops, they are the 2nd best selling jersey basic in River nd Island stores.

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The term “boyfriend tee” and variations of it turn up over

125 000 results from UK

fashion bloggers in 2013.

Images via fashionwows.com

The Bandeau Top Another firm favourite to consumers, the bandeau top is the 5th biggest selling garment in River Islands basics range over the spring/ th summer months from May to August.

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The Bermuda Short Relaxed fit shorts were spotted across

Tibi RTW SS14

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spring/summer 2014 catwalk shows over fashion week season in 2013.

Gary Laroche RTW SS14

Jonathan Saunders RTW SS14

The Cut Off Cami Cropped tops have grown in popularity over the last 5 years in River Island stores, as demonstrated in the chart below. The cut off cami is an evolution of the structured bra top featuring soft, delicate straps and a deep V-neckline.

Number of Units Sold

50 000 40 000 30 000 20 000 10 000

‘09

‘10

‘11

‘12

‘13

Year

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THE SCIENCE BEHIND THE RANGE The Wide Leg Pants

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Designers included wide leg pants in their collections over spring/ summer 2014 catwalks

Trend Score - Press

Paul & Joe SS RTW 2014

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Charlotte Ronson SS RTW 2014

10%

19%

71%

Negative

Neutral

Positive

The T-Shirt Dress The term “T-Shirt Dress” and variations of it turn up over

482 000 results from UK fashion bloggers in 2013.

Trend Score - Press

11%

20%

69%

Negative

Neutral

Positive

Image via goneretro. co.uk

The Soft Bomber Jacket Bomber Jackets have proved consistently popular achieving steady sales figures over the last 5 years in River Island stores, as demonstrated in the chart below.

Number of Units Sold

50 000 40 000 30 000 20 000 10 000

‘09

‘10

‘11

‘12

‘13

Year

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THE SCIENCE BEHIND THE RANGE The Abstract Print

197

Abstract prints and patterns always have a place on the catwalks year after year, and Spring/Summer ‘14 is no different with 197 designers incorporating them into their collections.

Number of Units Sold

50 000 40 000 30 000 20 000 10 000

Garments featuring abstract prints have steadily grown in popularity in River Island stores over the past five years, as portrayed in the graph to the right.

River Island SS 2014

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River Island SS 2014

‘09

‘10

‘11

‘12

‘13

Year

River Island SS 2014

The Hawaiian Surf Print Hawaiian prints have been spotted on 26 catwalks over Spring/ Summer 2014 and have gained popularity in River Island stores in recent years, with sales of Hawaiian print garments in 2013 up 7% on 2012.

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The Tropical Floral Print As well as being spotted in over 400 Spring/Summer ‘14 catwalk shows, floral prints have an undeniable popularity in River Island stores, as portrayed in the graph below.

Number of Units Sold

50 000 + 40 000 30 000 20 000 10 000

‘09

‘10

‘11

‘12

‘13

Year

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THE SCIENCE BEHIND THE RANGE The Animal Print

162

As with abstract prints and patterns, animal prints always have a place on the catwalks year after year, and Spring/Summer ‘14 is no different with 162 designers incorporating them into their collections.

Garments featuring animal prints have remained very popular in River Island stores over the past five years, as portrayed in the graph below.

Number of Units Sold

50 000 + 40 000 30 000 20 000 10 000

‘09

River Island SS 2014

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River Island SS 2014

‘10

‘11 Year

‘12

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THE RANGE POSITIONING

RIVER ISLAND LIMITED EDITION High

Whistles Limited

M&S Limited

River Island Limited

Uniqlo Limited Designers

H&M Limited Designers

Fashion

Classic Styling

Topshop Unique

New Look Premium

Low

Price

High

The price/style matrix above visualises our data on River Islands competitors for limited ranges. As a trend-lead brand, River Island Limited should consider the Topshop Unique and limited designer H&M ranges as their key competitors.

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