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3 1 r e m m u S Spring/ MARKETING ACTIVITY
CON TEN TS 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
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NEW COLLECTIONS -DESIGN FORUM - PAC H A -CHELSEA GIRL - 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 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 S/S AW12 13
INTRODUCTION This Spring, we build on the success of the Autumn activity with an exciting new campaign; shot for a fourth 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, not to mention have a host of activity to support the launch of the highly anticipated Rihanna for River Island collection.
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• 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 C A M PA I G N
Magazines February – May • 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, Wonderland, Grazia, Look, Stylist, Shortlist, Shortlist Mode and NME.
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Online 4th February – 24th June • 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 including a shoppable video and email 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 8th – 22nd April • We have 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. 7
KIDSWEAR
Kidswear 4th March – 27th May • 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, as well as targeted to users with children that have an interest in fashion and to those who have been to ri.com. 8
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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
February issue on sale 16th January Activity with Company includes: • We have teamed up with Company to run a street style competition. Readers will be asked to tweet images of themselves to our Twitter page for the chance to style a shoot for Company. There will be four regional winners. • This activity will comprise of a double page call out advertorial in the Feb issue plus a follow up featuring the winners and their shoot in the May issue. • We will support the activity both in-store with leaflets, POS and photo booths in two key stores plus online across the ri.com homepage, womens landing page, email, Style Insider and mentions across our social channels. G Promotion Coat, £85. Trousers, £30. Shoes, £45. All by River Island
Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £XX.. Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £XX.. All by River Island Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £XX.. Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £XX..Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £ Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £XX.. Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £XX.. All by River Island Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £XX.. Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £XX..
Summer daze
March & May Activity with GQ includes:
Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £XX.. Xxxxx x xxxx, £XX.. Xxxxx xxx, £XX. Xxxx xxxx, £XX.. Xxxxx xxx, £XX. Xxxxxxx xxx xxx xxxx xxxx, £XX.. All by River Island
Photographer Jon Gorrigan Stylist David Nolan at Ellison Lee Model George at Select Grooming Tim Pateman at Phamous using xxxxxxxxxxxxx
Roll up your sleeves, lose the socks and grab your sunglasses. This summer, Fifties rockabilly meets Cuban street style in River Island’s Havana-safari trend, a
20% off AT RIVERISLAND.COM £50 minimum spend Start date: 7th March – 31st March. Discount redeemable by entering discount code RIGQ20MEN at the checkout.
T&Cs: Offer valid 7 to 31 March 2013. Cannot be used in conjunction with any other promotion or to purchase gift cards. Minimum spend of £50 on menswear to qualify for 20% off menswear. Only valid for purchases at riverisland.com. Returned items will be refunded at the discounted price paid, on production of valid receipt.
• Advertorials out in March and May each featuring one of our key trends and offering readers 20% discount when they spend £50 or more (online only). • GQ Recommends swing tags in store highlighting the products featured. 9
T H E H I G H LY A N T I C I P A T E D L A U N C H
Outdoor 4th – 18th March • We have 15 large spectacular sites across London, Manchester, Birmingham, Dublin and Glasgow supported by 44 billboards in London. Online 4th February - 25th March • 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 ri.com. • There will also be a number of different promotions and competitons across Facebook, Twitter, Instagram and Style Insider. UK PR 20th February – 4th March • We have secured a cover exclusive with ELLE UK and arranged further key press pieces across titles such as Grazia, Style, Vogue.com, Look and InStyle. 10
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Events 16th February - London Fashion Week Event • We will showcase the Rihanna for River Island collection on schedule to press and VIPs at London Fashion Week. 4th March – Exclusive Preview – London 301 Store Event • The evening of Monday 4th March will see our official collection launch take place at 301 Oxford Street. 5th March – Launch Day • The collection will be launched globally in all stores. Competition winners will have the chance to be the first to buy the collection.
Competitions Win tickets 301 event: 28th January • Prize draw on Style Insider, to allow 30-50 fans the chance to win entry to the 301 store launch on 4th March. Win Limited Edition Pieces: 25th February (RI Twitter/not international TBC) • Giveaway 5 limited edition pieces from Rihanna’s range via River Island’s Twitter page. One piece per day will be given away to a randomly selected winner. Queue Jump Dates: 25th February (Facebook/open internationally) • We will create a ‘virtual queue’ on Facebook encouraging fans to come back daily to answer a Rihanna related question, to win the chance to be one of the first customers to shop the collection. On the final day, the fans at the front of the virtual queue are those who receive wristbands to shop the collection before the rest of the public on 5th March. 11
NEW COLLECTIONS
April • In store at the beginning of April • Young, up and coming designer Georgia Hardinge has created our Spring Design Forum collection. • We will produce a short film featuring the collection, which will be premiered at London Fashion Week at the Fash/On Film screening. • We will support the collection with a feature on ri.com, which will include the film, promoted through the homepage, email and social media. There will also be a Twitter re-tweet competition with the Design Forum film to win the collection.
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Pacha May - October • We will support the launch of the Pacha Collection with a competition to win tickets to Pacha nightclub in Ibiza; this will be highlighted in store and through social media. • We will run style led content in Pacha magazine and support the pop up shop with promotional teams with local based incentives.
Chelsea Girl Launch wk 35 • We will support with new season imagery that will be sent out to press contacts.
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Life of Tailor April • We will create an online video showing how to wear each style of suit for use on ri.com and Style Insider. • We will also create a feature for Style Insider around this with supporting ‘Get The Looks’.
Holloway Road March • We will produce a sponsored editorial featuring a musician in a key press title. In line with the activity, we will run a competition and interview on Style Insider. 15
STUDENT SHOP-INS
April • We will trial a 3 day Student Shop-In event across all stores in the UK, Benelux and online. • Customers will be able to get 20% off their order online by entering their valid NUS card number at the checkout. • We will promote both events on ri.com, social media pages and shopping centre websites, plus through the site myunidays.com. 16
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STYLE INSIDER MAGAZINE
Spring Issue 4th March / Summer issue May, date TBC • All UK stores will receive separate women’s and men’s Spring magazines. • All magazine content will be adapted for the Style Insider section of ri.com and ‘Get The Look’ on ri.com.
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I N T E R N AT I O N A L U P D AT E STORE OPENINGS Our first international boutique store opened in Alkmaar, Netherlands. The store carries the full River Island womenswear range of footwear, handbags, accessories and jewellery. We continue to further expand in the Dutch market with a new store opening in Rotterdam in March. 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. We will also be launching the Rihanna for River Island magazine for Spring and Autumn in the same regions, in line with the UK. 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 can now geo-target each region, sending them up-to-date River Island news as well as dedicated messages, competitions and information local to them. PACHA For the second year in a row, we will have a pop-up shop at the PACHA Festival in Amsterdam. The shop will stock the full PACHA range, along with some main range hanging footwear, jewellery, accessories and a small selection of menswear. RIHANNA FOR RIVER ISLAND The big news for this year is our design collaboration with Rihanna. The collection will launch globally in River Island stores and on-line on Tuesday 5th March and exclusively in the United States and Japan at Opening Ceremony. We will also be inviting press from our key international regions, to the launch of the collection at London Fashion Week on February 16th and host press events in stores in Ireland, Russia, Poland, Netherlands and the Middle East on March 4th. AD CAMPAIGNS We will continue to increase global awareness through events, social, offline and online advertising. We will also be doing mall advertising in Spring for the Rihanna for River Island collection in Russia, Poland and the Middle East as well as outdoor advertising in the Netherlands and Ireland. 18
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