MARKETING ACTIVITY S/S 13

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

Spring/Summer 13

CONTENTS

A DV E R T I S I N G

C A M PA I G N

K I D S W E A R

PA R T N E R S H I P S

R I H A N N A F O R

R I V E R I S L A N D

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

- PAC H A

- C H E L S E A G I R L

- L I F E O F TA I LO R

- H O L LOWAY R OA D

S T U D E N T S H O P - I N S

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

M AG A Z I N E

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

U P DAT E

4/7

8

9

10/11

12/15

16

17

18

MARKETING ACTIVITY S/S 13MARKETING ACTIVITY AW12

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.

I N T R O D U C T I O N

3

4

• Theadimageshavebeendevelopedtorepresentthespiritofthebrandusingproductselected from key trends for the season. As and when the products shown sell out, there will be similar products available.

MARKETING ACTIVITY S/S 13

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

5

Magazines

February – May

• Wearerunningprintadsinkeymagazinesincluding;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.

Online

4th February – 24th June

• Wewillrunonlineadsacrosskeyonlinefashionandlifestylesites.

• The imagery will also feature on the main landing pages of ri.com including ashoppable video and email across the season.

• Inadditionthecampaignwillrunacrosssocialmedia,includingbloggerengagementand video seeding campaigns.

6

MARKETING ACTIVITY S/S 13

Outdoor

8th – 22nd April

• Wehavepostersitescovering500towns in theUK.Wewillalsohaveposters inmain stations on the London Underground, including digital posters on escalators in Oxford Circus and Bond Street.

7

8

Kidswear

4th March – 27th May

• Wewillcontinuetosupportkidswearwithadvertorialswithinspecialkidssupplements.

• Wearerunningkidswearadbannerunitsacrosskeyonlineparentingandlifestylesites, as well as targeted to users with children that have an interest in fashion and to those who have been to ri.com.

K I D S W E A R

MARKETING ACTIVITY S/S 13

February issue on sale 16th January

Activity with Company includes:

• WehaveteamedupwithCompanytorunastreetstylecompetition.Readerswillbeasked to tweet images of themselves to our Twitter page for the chance to style a shoot for Company. There will be four regional winners.

• ThisactivitywillcompriseofadoublepagecalloutadvertorialintheFebissueplusa follow up featuring the winners and their shoot in the May issue.

• Wewillsupporttheactivitybothin-storewithleaflets,POSandphotoboothsintwokey stores plus online across the ri.com homepage, womens landing page, email, Style Insider and mentions across our social channels.

March & May

Activity with GQ includes:

• AdvertorialsoutinMarchandMayeachfeaturingoneofourkeytrendsandofferingreaders20%discountwhentheyspend£50ormore(onlineonly).

• GQRecommendsswingtagsinstorehighlightingtheproductsfeatured.

We will continue to build fashion authority through partnerships with key titles

PA R T N E R S H I P S

9

Summer dazeRoll 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

G Promotion

Coat, £85. Trousers, £30. Shoes, £45. All by River Island

Ph

oto

gra

ph

er J

on

Go

rrig

an S

tylis

t Dav

id N

ola

n at

Elli

son

Lee

Mo

del

Geo

rge

at

Sele

ct G

roo

min

g T

im P

atem

an a

t Pha

mo

us u

sing

xxx

xxxx

xxxx

xx

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

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..

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.

T H E H I G H LY A N T I C I PAT E D L A U N C H

Outdoor

4th – 18th March

• Wehave15largespectacularsitesacrossLondon,Manchester,Birmingham,Dublinand Glasgow supported by 44 billboards in London.

Online

4thFebruary-25thMarch

• Wewillrunonlineadsacrosskeyfashionandlifestylesites,aswellastargetedtousers with fashion interest and those who have been to ri.com.

• TherewillalsobeanumberofdifferentpromotionsandcompetitonsacrossFacebook,Twitter, Instagram and Style Insider.

UK PR

20thFebruary–4thMarch

• WehavesecuredacoverexclusivewithELLEUKandarranged furtherkeypresspieces across titles such as Grazia, Style, Vogue.com, Look and InStyle.

10

Events

16th February - London Fashion Week Event

• WewillshowcasetheRihannaforRiverIslandcollectiononscheduletopressandVIPs at London Fashion Week.

4thMarch–ExclusivePreview–London301StoreEvent

• TheeveningofMonday4thMarchwillseeourofficialcollectionlaunchtakeplaceat301OxfordStreet.

5thMarch–LaunchDay

• Thecollectionwillbelaunchedgloballyinallstores.Competitionwinnerswillhavethechancetobethefirsttobuythecollection.

Competitions

Wintickets301event:28thJanuary

• PrizedrawonStyleInsider,toallow30-50fansthechancetowinentrytothe301store launch on 4th March.

WinLimitedEditionPieces:25thFebruary(RITwitter/notinternationalTBC)

• Giveaway5 limited editionpieces fromRihanna’s range viaRiver Island’s Twitterpage. One piece per day will be given away to a randomly selected winner.

QueueJumpDates:25thFebruary(Facebook/openinternationally)

• Wewillcreatea‘virtualqueue’onFacebookencouragingfanstocomebackdailytoansweraRihannarelatedquestion,towinthechancetobeoneofthefirstcustomerstoshopthecollection.Onthefinalday,thefansatthefrontofthevirtualqueuearethose who receive wristbands to shop the collection before the rest of the public on 5thMarch.

11

MARKETING ACTIVITY S/S 13

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

April

• InstoreatthebeginningofApril

• Young,upandcomingdesignerGeorgiaHardingehascreatedourSpringDesignForum collection.

• Wewill produce a short film featuring the collection,whichwill bepremiered atLondonFashionWeekattheFash/OnFilmscreening.

• Wewillsupportthecollectionwithafeatureonri.com,whichwillincludethefilm,promoted through the homepage, email and social media. There will also be a Twitter re-tweetcompetitionwiththeDesignForumfilmtowinthecollection.

12

MARKETING ACTIVITY S/S 13

13

Pacha

May - October

• WewillsupportthelaunchofthePachaCollectionwithacompetitiontowinticketsto Pacha nightclub in Ibiza; this will be highlighted in store and through social media.

• WewillrunstyleledcontentinPachamagazineandsupportthepopupshopwithpromotional teams with local based incentives.

Chelsea Girl

Launchwk35

• Wewillsupportwithnewseasonimagerythatwillbesentouttopresscontacts.

14

MARKETING ACTIVITY S/S 13

Holloway Road

March

• Wewillproduceasponsorededitorialfeaturingamusicianinakeypresstitle.Inlinewith the activity, we will run a competition and interview on Style Insider.

Life of Tailor

April

• Wewillcreateanonlinevideoshowinghowtoweareachstyleofsuit foruseonri.com and Style Insider.

• WewillalsocreateafeatureforStyleInsideraroundthiswithsupporting‘GetTheLooks’.

15

April

• Wewilltriala3dayStudentShop-IneventacrossallstoresintheUK,Beneluxandonline.

• Customerswillbeabletoget20%offtheirorderonlinebyenteringtheir valid NUS card number at the checkout.

• Wewillpromotebotheventsonri.com,socialmediapagesandshoppingcentre

websites, plus through the site myunidays.com.

S T U D E N T S H O P - I N S

16

MARKETING ACTIVITY S/S 13

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

SpringIssue4thMarch/SummerissueMay,dateTBC

• AllUKstoreswillreceiveseparatewomen’sandmen’sSpringmagazines.

• AllmagazinecontentwillbeadaptedfortheStyleInsidersectionofri.comand

‘GetTheLook’onri.com.

17

STORE OPENINGSOurfirstinternationalboutiquestoreopenedinAlkmaar,Netherlands.Thestorecarries 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.

MAGAZINEThe 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 MEDIAWe 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.

PACHAFor 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 ISLANDThe big news for this year is our design collaboration with Rihanna. The collection will launchgloballyinRiverIslandstoresandon-lineonTuesday5thMarchandexclusivelyin 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 CAMPAIGNSWewillcontinuetoincreaseglobalawarenessthroughevents,social,offlineandonline 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.

I N T E R N AT I O N A LU P D AT E

18

MARKETING ACTIVITY S/S 13