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CONTENTS 4 / 7 A DV E R T I S I N G C A M PA I G N 8 / 9 PA R T N E R S H I P S 1 0 ST Y L E I N S I D E R M AG A Z I N E 1 1 STYLE INSIDER ONLINE 1 2 NEW COLLECTIONS -DESIGN FORUM
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CHELSEA GIRL H O L L O WAY R O A D L I F E O F TA I L O R OT H E R AC T I V I T Y I N T E R N AT I O N A L U P D AT E
MARKETING ACTIVITY AW12
INTRODUCTION This Autumn we build on the success of the Spring activity with an exciting new campaign, shot for a third season by 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 product. We have increased the number of magazines we advertise in, increased our online presence and added cinema to the plan , an exciting first for River Island.
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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 various similar styles available within the same trend
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MARKETING ACTIVITY AW12
A DV E R T I S I N G C A M PA I G N
August - November • We are running Print ads in an increased number of key magazine titles including Vogue, Elle, Glamour, Cosmo, Company, Grazia, Look, GQ, FHM, Men’s Health, NME and Shortlist
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Online September 3rd – 14th December • We will run online ads across key online fashion and lifestyle sites • The imagery will also feature on the main landing pages of ri.com and eshots across the season. We will build trend pages on ri.com featuring the ad imagery and videos from the shoot. In addition the campaign will be across social media, including blogger engagement and video seeding campaigns 6
MARKETING ACTIVITY AW12
Outdoor September 17th-30th • We have poster sites covering 480 towns in the UK, plus posters in main stations on the London Underground and digital posters on escalators
Cinema November 16th-24th • We will run a 30sec cinema ad in the Twilight film (last in series) across 700 screens with estimated admissions of 3.6 million
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PA R T N E R S H I P S We will continue to build fashion authority through partnerships with key titles
ELLE PROMOTION
PAUL & JOE
ELLE PROMOTION Left: blazer, £55; top, £25,; trousers, £30; shoes£60; bag, £60. Far left: coat, £65, dress, £35; bag, £15; socks, stylists own shoes, £40
LEAthER hEADbAnD, £110, by Jennifer behr LEAthER hEADbAnD, £110, by Jennifer behr
LEAthER hEADbAnD, £110, by Jennifer behr
LEAthER hEADbAnD, £110, by Jennifer
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LEAthER
take three trends
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Wear it SMART or casual, SLEEk or bold – fashion is all about FuN this season. Where better to discover a/w 2012’s leading looks than RIvER ISLANd?
LEAthER hEADbAnD, £110, by Jennifer behr
LEAthER hEADbAnD, £110, by Jennifer behr
LEAthER hEADbAnD, £110, by Jennifer behr
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ELLE PROMOTION
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ELLE PROMOTION
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Senior denim buyer
Sara’s career in fashion began straight out of university in the buying department of one of London’s leading department stores. She worked her way up through the ranks, eventually founding her own luxury denim brand, before joining River Island two and a half years ago.
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ELLE PROMOTION
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Wear it sMaRT or casual, sLEEk or bold – fashion is all about FuN this season. Where better to RIvER IsLaNd?
The Inspiration
How has your previous experience helped you? In my business my focus was on delivering the best cuts, fabrics and design. I have taken these principles and applied them to our range at River Island to create the most gorgeous jeans on the high street! We’ve spent the past two years re-vamping our range to focus on offering a core collection of amazing styles. How many jeans does a woman need? I think every woman has one favourite pair that she wears time and again. But if I were to create a timeless denim wardrobe, I’d say a dark smart pair, a relaxed light pair (I prefer ankle grazers with zips), white jeans for the ultimate summer look and a smart black coated pair. River Island is... A treasure trove of gorgeous pieces.
MAkINg IT WORk ‘I work closely with our technical team to create fits that ensure we offer the most perky bums, flat tums and best of leg shapes’’
trade secrets
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shades of red
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Swarovskicrystal and suede bag,
ELLE PROMOTION Swarovskicrystal and suede bag, £1,295, by
Swarovskicrystal and suede bag, £1,295, by
Swarovskicrystal and suede bag, £1,295, by
LEAthER hEADbAnD, £110, by Jennifer behr
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downtown Power dressing meets punk in this funky casual-smart look. Take a laid-back trip down the memory highway to 1980s SoHo, New York – a place where oversized swagger coats, pencil skirts and fun twists on traditional fabrics rule. Androgyny never looked so feminine.
LEAthER hEADbAnD, £110, by Jennifer behr
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Ever wanted to know what goes into INSPIRINg and making a collection? Now’s your chance to take a PEEk behind the scenes at RIvER ISLANd HQ
‘Coated denim and leatherlook is a huge denim trend for a/w 2012. Prints and colours will be more traditional with washed-down tone in super-wearable styles. The return of gorgeous authentic denim – is coming in a big way!’
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gETTINg STARTEd ‘Keeping up with new fabrics helps us stay on top of new denim trends’
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TAyLOR SkINNy
MOLLy jEggINg
A wardrobe staple, the fit appeals to all shapes and creates a great silhouette.
High-quality fabric ensures shape and fit in a range of washes, coatings and colours.
get 20% off at river island
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S T y L E S
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MATILdA SkINNy
CASSIE BOyfRIENd
A stylish casual jean offering a sexy low rise in a selection of vintage washes.
Rigid denim in vintage washes makes Cassie the ultimate low-rise easyto-wear jean.
Low-rise style in washes from dark raws to oil-sleek coatings.
ELLE has teamed up with River Island for a series of exclusive reader events. Along with a host of in-store treats , you can enjoy 20 % off River Island’s autumn/winter 2012 collections* –simply present this page in-store to receive your discount. Wednesday 12 September, St david’s Centre, Cardiff, 5–8pm Thursday 13 September, 213 Oxford Street, London, 5–8pm Wednesday 19 September, Church Street, Liverpool, 5–8pm
Thursday 20 September, Arndale Centre, Manchester, 5–8pm *Terms and conditions apply. Go to STyLEINSIdER.RIvERISLANd.COM
Swarovskicrystal and suede bag,
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September & November Activity with Elle includes: • Sponsorship of Elle Magazine Style For Less Supplement (October issue). This will feature three key trends of the season, accessories spread and a piece focusing on two members of River Island Head Office Staff • Advertorial in December issue • Competition to win a chance to go on an Elle photo shoot which will be promoted on elle.com • Bespoke e-mail to database • Events in selected stores with representative from ELLE Fashion team • ‘Elle Magazine Loves’ swing tags in store 8
MARKETING ACTIVITY AW12
G Promotion
Town planning
Jacket, £100. Waistcoat, £35. Shirt, £30. Trousers, £50. Tie, £12. All by River Island. riverisland.com
Photographs Neil Gavin Stylist David Nolan at Ellison Lee Model Max Cocking at Select Model Management
With natty suits, dapper shirts and fine knits, the Metropolis trend by River Island takes its style references from urban life and creates a uniform for modern street living
e shouldn’t be too surprised to discover that River Island is paying due respect to the city. After all, River Island has played its part in driving High Street style since its inception in 1948 on London’s Holloway Road. River Island’s new Metropolis trend makes a firm case for skyscrapers, concrete and red routes. It’s the city that leads British fashion; the dales are an occasional contributor. When comparing the relative merits of the town and countryside, a decent starting point is music. On the one hand you have the Jam, whose sleeve image on their 1977 LP This Is The Modern World was photographed under the
raised section of London’s A40 Westway, while from a similar era, the argument for undulating pasture was put forward by the Somerset scrumpy-andwestern outfit, the Wurzels. On-screen, the chasm widens further, with the neon cool of Blade Runner clashing against the perfick smocks of The Darling Buds Of May. There’s glamour in catching the last Tube home; in the countryside you’re lucky if there’s public transport at all. The Metropolis trend will be instantly acceptable to city dwellers. Highlights include suits in grey and navy, fine knits, contrast trims and polka-dot shirts – lifting from the city’s past and giving a modern twist. riverisland.com
20% OFF AT RIVERISLAND.COM Visit riverisland.com or scan this QR code with your smart phone to start shopping. Enter GQ20OFF at checkout. gq-magazine.co.uk/promotions/riverisland
Above left: Coat, £85. Trousers, £30. Shoes, £45. Above: Jacket, £100. Shirt, £30. Trousers, £50. Belt, £13. All by River Island. riverisland.com
Right: Jacket, £65. T-shirt, £16. Trousers, £30. Belt, £13. All by River Island. riverisland.com
September & November Activity with GQ includes: • Advertorials out in September and November each featuring one of our key trends and reflected on their website • Exclusive 20% discount on products featured online • ‘GQ recommends’ swing tags in store
October & November Activity with Grazia includes: • Competition to win LFW tickets, the chance to meet Grazia Fashion editor and RI vouchers. Promoted through magazine and social media channels • Regional store events with representative from Grazia Fashion Team 9
STYLE INSIDER MAGAZINE
Autumn Issue 17th Sept / Winter Issue November • All UK stores will receive separate women’s and men’s autumn magazines to drive authority and awareness of our menswear range • The winter issue will be smaller with women’s and men combined to leave space for a strong Christmas partywear and gifting angle • We will be producing a kidswear Christmas mini-magazine which will showcase the collection and gifting features. It will go into topstores & stores with kidswear and be inserted into the Christmas Style Insider Magazine 10
MARKETING ACTIVITY AW12
STYLE INSIDER ONLINE
September • Our marketing blog site Style Insider, will be moving into the main riverisland.com site in September, and will be the home of all online magazine content, our blog, competitions and videos 11
NEW COLLECTIONS
September • Young up and coming designer William Tempest has created our spring Design Forum collection • We will produce a short film featuring the collection which will be premiered at the Fash/On Film screening during London Fashion Week • We will support the collection with a feature on ri.com which will include the film, promoted through the homepage and eshot, and social media. We will also run a Twitter retweet competition with the DF film to win the collection 12
MARKETING ACTIVITY AW12
September • We are creating a miniature Chelsea Girl collection for Harumika dolls • Harumika will promote the collection across a variety of online fashion & lifestyle sites 13
H O L L O W AY R O A D
September • The band Zulu Winter will be endorsing our Holloway Road collection • We will photograph & film them in the collection during a gig/rehearsal for ri.com, alongside an interview with the band and promote a competition to win tickets to their gigs
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MARKETING ACTIVITY AW12
L I F E O F TA I L O R
September • We will be holding an evening event at a London venue for key menswear press and bloggers to present the collection, with the cinematic theme of titles like James Bond, Oceans 11 and Reservoir Dogs • Each member of Press/Blogger will have a piece of the collection especially tailored for him 15
OTHER ACTIVITY Fashion Blogger Collection September • Five fashion bloggers have designed their own iPad cases/iPhone covers/canvas shoppers. A limited number of these will be sold in top stores. We will also have a feature within Style Insider, which will include the design process and blogger’s inspiration and we’ll push this through social media
Vogue Fashion’s Night Out September • We will host an event in Oxford Street 301 with celebrity DJ, free goody bags with spends over £50, complimentary drinks and nail art • For the Vogue Night In event we will create a minicollection on ri.com of Vogue pieces that Vogue will link to. We will also offer Vogue.co.uk users 20% off at ri.com that evening
Student Shop-Ins October • We will hold an all day discount event in all stores in the UK • Key university towns will be supported with a DJ • On the same day customers will be able to get 20% off their order online by entering their valid NUS card number at checkout • We need your help to drive awareness of the event in shopping centre’s and local universities
The Look show 6th October • We will take part in the Look Magazine’s High Street Fashion catwalk showcasing eight key outfits • We will promote through social media
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MARKETING ACTIVITY AW12
I N T E R N AT I O N A L U P D AT E STORE OPENINGS In February this year we launched our first store in Armenia and continue to expand in Russia by entering into a new city, Ekaterinburg in September. In October, we plan to open our first standalone Kidswear concept store in Kuwait.
MAGAZINE The Style Insider magazine will be launching in the following markets this season - Ireland, Benelux, Poland, Russia, Georgia . Each region will have a bespoke section focusing on local fashion news.
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.
SOCIAL MEDIA We continue to engage with our International customers through our various social channels including Facebook. We have recently set up a new platform allowing us to dedicate messages to each region giving them up-to-date River Island news as well as information local to them. AW12 CAMPAIGN We will continue to increase global brand awareness through events, social, offline and online advertising. We will also be reaching out to global bloggers to help spread the River Island message.
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, PR agencies and relationships with international bloggers. SPONSORSHIP This SS12 season we were the exclusive fashion sponsor for The X Factor in Poland. With an average show rating of 3 million, X Factor was the perfect partner to reach our key audience through product placement, backstage branding and a dedicated River Island page on The X Factor website. 17