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AUTUMN/WINTER 2013 MARKETING ACTIVITY
CONTENTS 4/7
A DV E R T I S I N G C A M PA I G N
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KIDSWEAR
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PA R T N E R S H I P S
10/11
RIHANNA FOR RIVER ISLAND
12/15
NEW COLLECTIONS -DESIGN FORUM -CHELSEA GIRL -BLOGGER
C O L L A B O R AT I O N - L I F E O F TA I L O R - H O L L O WAY R O A D
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STUDENT SHOP-INS STORE EVENTS STYLE INSIDER M AG A Z I N E I N T E R N AT I O N A L U P D AT E
MARKETING MARKETING ACTIVITY ACTIVITY A/W AW12 13
INTRODUCTION This autumn we launch the season with an exciting new campaign shot by renowned fashion photographer Angelo Pennetta and set in London’s chinatown. 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; not to mention have a host of activity to support the final Rihanna for River Island collection.
• The ad images have been developed to represent the spirit of the brand using product selected from key trends for the season. As and when the products shown sell out, there will be similar products available.
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ADVERTISING CAMPAIGN
Magazines Aug – Nov • We are running print ads in key magazines including; Vogue, Elle, Instyle, Glamour, Cosmo, Company, GQ, Men’s Health, FHM, Esquire, Dazed & Confused, Clash, Attitude, Vice, Wonderland, Grazia, Look, Shortlist, Shortlist Mode and NME.
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Online Sept - Nov • We will run online ads across key fashion and lifestyle sites. • The imagery will also feature on the main landing pages of riverisland.com including a shoppable video and e-shots across the season. • In addition the campaign will run across social media, including blogger engagement and video seeding campaigns. 6
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Outdoor 23rd Sept – 4th Oct • We have bus stop poster sites covering 500 towns in the UK. We will also have posters in main stations on the London Underground, including digital posters on escalators in Oxford Circus and Bond Street.
CInema Nov • We will run a 40” cinema ad in the highly anticipated Hunger Games sequel ‘Catching Fire’.
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8th Sept • We will continue to support kidswear with advertorials within special kids supplements. • We are running kidswear ad banner units across key online parenting and lifestyle sites.
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PARTNERSHIPS We will continue to build fashion authority through partnerships with key titles
ELLE PROMOTION
TWICEAS NICE
Below cotton jumper, £400, by Sportmax. Cotton skirt, £180, by Paul & Joe. On right arm: silver bracelet, £780, by Hermès. On left arm: silver bracelet, £59.99, by Wilde Ones. All other
SAINT LAURENT
BLACK
VERSACE
Donna studded leather jacket, £5,356, by Just Cavalli. Cotton culottes, £658, by Chalayan. Hat, model’s own. On right arm: silver bracelet, £89.99, turquoise and silver bracelets, £89.99 Chloe cotton jumper, £400, by Sportmax. Cotton skirt, £180, by Paul & Joe. On right arm: silver bracelet, £780, by Hermès. On left arm: silver bracelet, £59.99, by Wilde Ones. All other bracelets and rings, as before
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Donna studded leather jacket, £5,356, by Just Cavalli. Cotton culottes, £658, by Chalayan. Hat, model’s own. On right arm: silver bracelet, £89.99, turquoise and silver bracelets, £89.99 Chloe cotton jumper, £400, by Sportmax. Cotton skirt, £180, by Paul & Joe. On right arm: silver bracelet,
Sept • We have sponsored Elle’s “Style for Less” supplement. • The supplement will feature four double pages covering our key trends for the season and best accessories. • Elle’s key picks will be highlighted in flagship stores on mannequins. • The images will feature in the ‘Get the Look’ section on riverisland.com.
G Promotion
the gaul of it Sept & Nov
With flannels and knits in muted tones and outerwear that hints at Left Bank counterculturism, River Island’s autumn outlook is of Seine mind
Coat, £95. Warm handle blazer, £90. Grey polo neck, £25. Charcoal tailored trousers, £30. Brown desert boots, £45. Black contrast-trim holdall, £40. All by River Island. riverisland.com
Photographs Rebecca Naen Model Timothy Renouf at Elite London Bike Condor Acciaio condorcycles.com Location The Fish & Chip Shop, 189 Upper Street, London, N1 1QR. 020-7704 2074, thefishandchipshop.uk.com
Coat, £85. Blue cable-knit jumper, £35. Black polo neck, £25. Straight leg dark wash jeans, £45. Navy desert boots, £45. Blue cable-knit beanie hat, £8. All by River Island. riverisland.com
Shoulder-detail black coat, £85. Orange knit jumper, £35. Black polo neck, £25. Grey ankle grazers, £35. Orange socks (part of multipack), £10 for four pairs. Black patent shoes, £65. All by River Island. riverisland.com
‘If I became a philosopher, if I have so keenly sought this fame for which I’m still waiting, it’s all been to seduce women, basically’ Jean-Paul Sartre Black check sweater shirt, £35. Grey polo neck, £25. Black slim suit trousers, £30. Brown lace-up brogues, £50. Black slouch beanie hat, £8. Black satchel, £30
All by River Island. riverisland.com
Activity with GQ includes: • Two advertorials each featuring one of our key trends. • GQ’s key picks will be highlighted in flagship stores on mannequins. • The images will feature in the ‘Get the Look’ section on riverisland.com. 9
ON SALE INSTORE & ONLINE 12.09.13
Outdoor 9th – 20th Sept • We have 3,500 bus stop posters covering approximately 480 towns in the UK. We also have large format posters in London, Birmingham, Manchester, Liverpool, Leeds and Glasgow. Online 8th June - 20th Sept • We will run online ads across key fashion and lifestyle sites, as well as targeted to users with fashion interest and those who have been to riverisland.com. • There will also be a number of different promotions and competitons across Facebook, Twitter, Instagram and Style Insider. Print • We will have Blippable press ads running in Grazia, Look, Stylist, Heat and Ok!
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PR Coverage • We will work to secure coverage on the collection across key titles such as Grazia and Elle and national newspapers.
Events 10th Sept • We will showcase the Rihanna for River Island collection to press and VIPs at a venue in London. There will be an opportunity for customers to win tickets to this—look out for details on riverisland.com.
Competitions 12th - 23rd Sept Win the entire Rihanna for River Island Autumn Collection (Promoted with Instore leaflet and Style Insider) • The winner will receive one of each piece from the Rihanna For River Island autumn collection; 67 pieces in total.
12th - 26th Sept Win a trip for two to Barbados (Promoted in Rihanna magazine and StyleInsider) • Prize includes flights, transfers and accommodation for 7 days.
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NEW COLLECTIONS
Sept • This season sees the introduction of a Design Forum Collection for menswear created by Tom Lipop. There is also a womenswear collection by Eudon Choi. • For the fashion press & bloggers we have made a film featuring each collection which will be premiered at London Fashion Week at the Fash/On Film screening. • Both films will be supported across our social channels and shown on TV screens in flagship stores.
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• We are looking to collaborate with an up and coming personality who we will dress in the collection and possibly do a store appearance.
Blogger collaboration • We will collaborate with several bloggers who will customise a sweatshirt and document their design process on their blogs with pictures of them wearing the sweatshirt. • The designs will be showcased across our social channels and followers will get to vote for their favourite design. The one with the most likes will be produced and sold in store.
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• We will create content to sit across our channels with supporting Get The Looks.
• We will release a film which focuses on the styling and heritage behind the collection, incorporating interviews with Mr Natty (renowned barber), the Buying & Design team and our menswear Press Officer. • Behind The Scenes material will be sent to publications and blogs. 15
STUDENT SHOP-INS Oct • We will have a 3 day student shop-in event across all stores in the UK and online. • Customers will be able to get 20% off their order online by entering their valid NUS card number at checkout. • We will promote the event on riverisland.com, social media pages and shopping centre websites and on myunidays.com.
STORE EVENTS • We will run a programme of events in Park House and Liverpool Church Street that are bespoke for each store such as an exclusive launch for the Design Forum collection, Gift Card promotion and party wear events. • These events will help to raise the profile of both stores, increase ATV and reward loyal customers.
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STYLE INSIDER MAGAZINE
Autumn issue 27th Aug • All UK stores will receive separate women’s and men’s autumn magazines. • All magazine content will be adapted for the Style Insider and ‘Get the Look’ sections of riverisland.com.
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INTERNATIONAL UPDATE STORE OPENINGS In September we will open our biggest store in the Netherlands. The new Lijnbaan store in Rotterdam will be over 11,000 sq. ft. and offer our full Womens, Mens and Kidswear collections. We will also increase our presence in the Polish market with two new stores opening in October. NEW MARKETS Earlier this year we launched our brand in the Scandinavian market through online wholesale partner NELLY.com. We are also looking into opening a store in Stockholm early next year. In May we had a very successful press launch in Sydney, Australia. Since then we have been building awareness of the brand and our dedicated Aussie site through various local activity. We hope to open a bricks and mortar store in 2014. We will also be launching into the Philippines market with two stores, opening in November. ONLINE Our online site continues to grow internationally. We now have dedicated UK, Europe, USA and Australian sites. The site is also transactional in GBP£, EUR¤ and US$ with AUD$ also on the cards very soon. On top of that, we also have a fully translated French site which will increase our authority and recognition in the French market. We continue to ship to approximately 120 countries worldwide with new countries being added all the time. PRESS EVENTS This year we will continue to engage with press internationally through various press days, collection showings and launches in Ireland, Netherlands, Poland, Russia, Sweden and Australia. SOCIAL MEDIA We continue to engage with our international customers through our various social channels including Facebook. We geo-target each region, sending them up-to-date River Island news as well as dedicated messages, competitions and information local to them. RIHANNA FOR RIVER ISLAND We will support our design collaboration with Rihanna for Autumn/Winter with an event in London in September. We will invite key fashion press from all of our International regions to London for this exclusive event. AD CAMPAIGNS We will continue to increase global awareness through events, social, offline and online advertising. We will also be doing select OOH advertising in some of our international markets. 18
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