M A R K E T I N G A C T I V I T Y

A / W 2 0 1 2

C O N T E N T S

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 S T Y L E I N S I D E R M AG A Z I N E

1 1 S T Y L E I N S I D E R O N L I N E

1 2 N E W C O L L E C T I O N S

- D E S I G N F O R U M

1 7 I N T E R N AT I O N A L

U P DAT E

1 3 C H E L S E A G I R L

1 4 H O L LOWAY R OA D

1 5 L I F E O F TA I LO R

1 6 OT H E R AC T I V I T Y

MARKETING ACTIVITY AW12

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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MARKETING ACTIVITY AW12

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• Theadimageshavebeendevelopedtorepresentourkeytrends.Asandwhentheproducts shown sell out, there will be various similar styles available within the same trend

MARKETING ACTIVITY AW12

August - November

• WearerunningPrint adsinanincreasednumberofkeymagazinetitlesincludingVogue,Elle,Glamour,Cosmo,Company,Grazia,Look,GQ,FHM,Men’sHealth,NMEand Shortlist

A D V E R T I S I N G C A M PA I G N

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Online September 3rd – 14th December

• Wewillrunonlineadsacrosskeyonlinefashionandlifestylesites• Theimagerywillalsofeatureonthemainlandingpagesofri.comandeshotsacross

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

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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

• Wewillruna30seccinema ad in the Twilight film (last in series) across 700 screens with estimated admissions of 3.6 million

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September & November

Activity with Elle includes:

• SponsorshipofElleMagazineStyleForLessSupplement(Octoberissue).Thiswillfeaturethreekeytrendsoftheseason,accessoriesspreadandapiecefocusingontwo members of River Island Head Office Staff

• AdvertorialinDecemberissue

• CompetitiontowinachancetogoonanEllephotoshootwhichwillbepromotedon elle.com

• Bespokee-mailtodatabase

• EventsinselectedstoreswithrepresentativefromELLEFashionteam

• ‘ElleMagazineLoves’swingtagsinstore

We will continue to build fashion authority through partnershipswithkeytitles

PA R T N E R S H I P S

ELLE PROMOTION

8 9

Wear it sMaRT or casual, sLEEk or bold – fashion is all about

FuN this season. Where better to RIvER IsLaNd?

Wear it sMaRT or casual, sLEEk or bold – fashion is all about

FuN this season. Where better to RIvER IsLaNd?

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ELLE PROMOTION

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suede bag, £1,295, by Swarovski-crystal and

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Swarovski-crystal and

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ELLE PROMOTION ELLE PROMOTION

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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.

downtownno1

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

PAUL & JOE

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LEAthER hEADbAnD,

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LEAthER hEADbAnD,

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take three

trendsWear 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?

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ELLE PROMOTIONELLE PROMOTION

sara simmondsSenior 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.

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.

trade secrets

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 leather-look 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!’

5 k E y d E N I M S T y L E S

TAyLOR SkINNyA wardrobe staple, the fit appeals to all shapes and creates a great silhouette.

MOLLy jEggINg High-quality fabric ensures shape and fit in a range of washes, coatings and colours.

ELLyS SuPER-SkINNyLow-rise style in washes from dark raws to oil-sleek coatings.

MATILdA SkINNyA stylish casual jean offering a sexy low rise in a selection of vintage washes.

CASSIE BOyfRIENd Rigid denim in vintage washes makes Cassie the ultimate low-rise easy- to-wear jean.

TheInspiration

Choosing swatches

get 20% off at river island

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, 5–8pmThursday 13 September, 213 Oxford Street, London, 5–8pmWednesday 19 September, Church Street, Liverpool, 5–8pm

Thursday 20 September, Arndale Centre, Manchester, 5–8pm

*Terms and conditions apply. Go to STyLEINSIdER.RIvERISLANd.COM

gETTINgSTARTEd

‘Keeping up with new fabrics helps us stay on top of

new denim trends’

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’’

MARKETING ACTIVITY AW12

September & November

ActivitywithGQincludes:

• AdvertorialsoutinSeptemberandNovembereachfeaturingoneofourkeytrendsand reflected on their website

• Exclusive20%discountonproductsfeaturedonline

• ‘GQrecommends’swingtagsinstore

October & November

Activity with Grazia includes:

• CompetitiontowinLFWtickets,thechancetomeetGraziaFashioneditorandRIvouchers. Promoted through magazine and social media channels

• RegionalstoreeventswithrepresentativefromGraziaFashionTeam

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TownWith 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-and-western 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

Jacket, £100. Waistcoat, £35.

Shirt, £30. Trousers, £50. Tie, £12. All by

River Island.riverisland.com

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

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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

20% OFF AT RIVERISLAND.COM

planning

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S T Y L E I N S I D E R M A G A Z I N E

Autumn Issue 17th Sept / Winter Issue November

• AllUKstoreswillreceiveseparatewomen’sandmen’sautumnmagazinestodriveauthority and awareness of our menswear range

• Thewinterissuewillbesmallerwithwomen’sandmencombinedtoleavespacefor a strong Christmas partywear and gifting angle

• WewillbeproducingakidswearChristmasmini-magazinewhichwillshowcasethecollectionandgiftingfeatures.Itwillgointotopstores&storeswithkidswearandbe inserted into the Christmas Style Insider Magazine

MARKETING ACTIVITY AW12

September

• OurmarketingblogsiteStyleInsider,willbemovingintothemainriverisland.comsite in September, and will be the home of all online magazine content, our blog, competitions and videos

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N E W C O L L E C T I O N S

September

• YoungupandcomingdesignerWilliamTempesthascreatedourspringDesignForumcollection

• WewillproduceashortfilmfeaturingthecollectionwhichwillbepremieredattheFash/OnFilmscreeningduringLondonFashionWeek

• Wewillsupportthecollectionwithafeatureonri.comwhichwillincludethefilm,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

MARKETING ACTIVITY AW12

September

• WearecreatingaminiatureChelseaGirlcollectionforHarumikadolls

• Harumikawillpromotethecollectionacrossavarietyofonline fashion& lifestylesites

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September

• ThebandZuluWinterwillbeendorsingourHollowayRoadcollection

• Wewillphotograph&filmtheminthecollectionduringagig/rehearsalforri.com,alongsideaninterviewwiththebandandpromoteacompetitiontowinticketstotheir gigs

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H O L L O WAY R O A D

MARKETING ACTIVITY AW12

September

• WewillbeholdinganeveningeventataLondonvenueforkeymenswearpressandbloggers to present the collection,with the cinematic themeof titles like JamesBond,Oceans11andReservoirDogs

• EachmemberofPress/Bloggerwillhaveapieceofthecollectionespeciallytailoredfor him

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L I F E O F TA I L O R

O T H E R A C T I V I T Y

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TheLookshow6thOctober

• WewilltakepartintheLookMagazine’sHighStreetFashioncatwalkshowcasingeightkeyoutfits

• Wewillpromotethroughsocialmedia

Student Shop-Ins October

• Wewillholdanalldaydiscounteventinallstoresinthe UK

• KeyuniversitytownswillbesupportedwithaDJ

• Onthesamedaycustomerswillbeabletoget20%off their order online by entering their valid NUS card numberatcheckout

• Weneedyourhelptodriveawarenessoftheeventinshoppingcentre’sandlocaluniversities

VogueFashion’sNightOutSeptember

• We will host an event in Oxford Street 301 withcelebrityDJ,freegoodybagswithspendsover£50,complimentarydrinksandnailart

• FortheVogueNightIneventwewillcreateamini-collection on ri.com of Vogue pieces that Vogue will linkto.WewillalsoofferVogue.co.ukusers20%offat ri.com that evening

FashionBloggerCollectionSeptember

• FivefashionbloggershavedesignedtheirowniPadcases/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 includethedesignprocessandblogger’sinspirationandwe’llpushthisthroughsocialmedia

MARKETING ACTIVITY AW12

STORE OPENINGSIn February this year we launched our first store in Armenia and continue to expand in Russiabyenteringintoanewcity,EkaterinburginSeptember.InOctober,weplantoopen our first standalone Kidswear concept store in Kuwait.

MAGAZINETheStyleInsidermagazinewillbelaunchinginthefollowingmarketsthisseason-Ireland,Benelux,Poland,Russia,Georgia.Eachregionwillhaveabespokesectionfocusing on local fashion news.

PRESS EVENTS We will continue to host a variety of Press Events and Press Days in Russia, Poland, IrelandandBeneluxtoshowcasenewseasonalcollectionsandproductlaunches.

SOCIAL MEDIAWe continue to engage with our International customers through our various social channelsincludingFacebook.Wehaverecentlysetupanewplatformallowingustodedicate messages to each region giving them up-to-date River Island news as well as information local to them.

AW12 CAMPAIGNWe 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 COVERAGEInternationalPressCoveragehadincreasedbyanaverageof30%on2011.Wewillcontinue to drive online and off line coverage worldwide through our local Press Offices, PR agencies and relationships with international bloggers.

SPONSORSHIPThis 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 ourkeyaudiencethroughproductplacement,backstagebrandingandadedicatedRiver Island page on The X Factor website.

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