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1 3 I N T E R N AT I O N A L U P DAT E

ACTIVITY SS12

This Spring we build on the success of the autumn activity with an exciting new ‘Miami’ campaign, shot for a second season with 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 products.

We have increased the number of magazines we advertise in, added outdoor to the plan and increased our online presence with a broad mix of banners on fashion and lifestyle sites.

Please read on to see the images, where they’ll be featured and the other activity we have planned.

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• Theadimageshavebeendevelopedtorepresentourkeytrends.Asand when the products shown sell out, there will be similar stylesavailablewithinthesametrend.

MARKETING ACTIVITY SS12

• Weare runningprint ads in an increased number of key magazine titles including Elle, Glamour, Grazia, Look, Company, Cosmopolitan, GQ, Shortlist and Men’s Health between February and May. We will also run online ads on numerous sites throughout this time

• Outdoor poster sites across the UK at the beginning of March. These will consist of large bus stop posters and bus supersides. During London Fashion Week (w/c 20th Feb) we will takeover Oxford Circus Underground station with a poster campaign.

• On-line we will have separate spring and summer campaigns with supporting online trend, video and interactive content that will be circulated across fashion, lifestyle and blog sites.

• WewillalsohaveasupportinginteractiveFacebook app.

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

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Activity with Elle includes:

• AdvertorialsinMarch,AprilandMayissuesfeaturingfiveofourkeytrends

• ContenthubonElle.uk.comwithbehindthescenesfilmsfromtheshoot

• Bespokee-mailtoElledatabase

• PromoboxonElleFacebookpage

• EventsinselectedstoreswithrepresentativesfromELLEFashionteam

• ‘ElleMagazineLoves’swingtagsinstore

We will continue to build fashion authority through partnerships with key titles and street style websites.

PA R T N E R S H I P S

MARKETING ACTIVITY SS12

Activity with GQ includes:

• Advertorial intheApril issuefeaturingoneofourkeytrendsandthenreflectedontheir website.

• CompetitiontowintheclothesfeaturedintheadvertorialhostedonGQ.com

• ‘GQrecommends’swingtagsinstore

LOOKBOOK.nuisastreetstyleblogsitewhereusersuploadimagesofthemselvesandmembers score them.

Activity with LOOKBOOK.nu includes:

• 5influentialcommunitymemberswillwearRIoutfits,whichwillbepromotedheavilythrough their channels.

• CompetitionformembersofthepublictoentertheirRIlook.

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

• WewillbeproducingStyleInsiderMagazineonaquarterlybasiswiththeSpringissue out in late February and the Summer issue out mid May.

• TheSpringissuewewillproduceseparateWomen’sandMen’smagazinesinsteadofa combined edition to drive authority and awareness of our Menswear range.

MARKETING ACTIVITY SS12

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Launching in February.

WehaveteamedupwiththecastofMadeinChelseatolaunchthenewspringcollectionforChelseaGirl.Thisincludes:

• ShootfeaturingfouroftheMadeinChelseagirls

• Imageswillbefeaturedonriverisland.comalongwithvideocontentandinterviewsfromtheshoot.

• Storywillalsobecirculatedtopressandbloggers.

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• Young,upandcomingdesignerJulianJSmithhascreatedourspringDesignForumcollection.

• TopromotethisrangeanddriveRIfashioncredibilitywehaveformedapartnershipwiththeBritishFashionCouncil(BFC),andaresponsoringanewfilmeventatLondonFashion Week.

• ForthispresseventwearecreatingashortfilmofJulian’sDesignForumcollectionandwill be co-hosting the small film festivalwith the BFC as part of the LondonFashion Week schedule.

• Wewillalsorunsomeexclusivecustomerscreeningeventsaroundthesametime.

MARKETING ACTIVITY SS12

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Launching in April

• TosupportthenewPachasun-shopcollectionwehaveshottherangeforriverisland.comandtopromotetothePress.

We will also support with:

• Partystylestoreevents• PopupshopinPachaIbiza,co-hostanightattheirclub,plusacompetitiontowin

flights,hotelandentrytotheclub.

Launching in May

• TotieinwiththeOlympicswehavejoinedforceswithAdidastocreateanexclusivesports fashion collection.

• Wewillbecreatingimagesfeaturingtherangeforriverisland.com and to promote it to the Press.

• Wewillpositiontherangeasanedgy,urbanfashionsportsrange.

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Competition runs 20th Jan – 9th February & reader issue out 16th May.

• WewillbepartneringwithCompanyMagazineagainto run the search for real people to appear in their May reader issue.

• Readers will enter through styleinsider.riverisland.com and will be promoted in Company Magazine’s February issue (out mid-Jan) and through theirwebsite.Leafletswillalsobeavailableinourstores.

• IntheMayreader issuewewillhaveadoublepageadvertorial featuring the winners wearing River Island.

• ThiswillalsobefeaturedonRiverisland.com.

28th Feb – 5th March

• We will take part in the Look High Street FashionWeekwithacompetitiontowinthe8outfitsfeaturedin the magazine.

• WewillalsotakepartintheirAutumncatwalkshowin September.

• WewillcontinuetorunstudenteventsinSpringandplan to run 1 or 2 all store student discount days.

• Intopflagshipstoreswewillusedjsandbartocreatea special event feel.

• WewillrunakidswearOnlineadcampaignfrom1stFeb throughout season.

• Advertorialsintargettitles.

• Thesuccessfulkidscatwalkroadshowsthatweranlast Autumn/Winter in several shopping centers will be repeated during the school holidays.

MARKETING ACTIVITY SS12

STORE OPENINGSIn2011welaunchedourfirststoreinGeorgiawithacomprehensivemarketingcampaign to support. We continue to expand our stores in Poland and Russia and in February2012wewillbeopeningourfirststoreinArmenia.

MAGAZINEThe Style Insider magazine will be launching in the following markets this season -Ireland,Benelux,Poland,RussiaandGeorgia.Eachmagazinewillhaveabespokesection focusing on local fashion news and events.

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

ADVERTISINGTo continue to support the successful launch of International shipping we are planning an online advertising campaign along with social/blogging activity which will be applied in key countries.

ELLE EVENTSWe are planning to roll out the Elle magazine partnership to key countries to increase brand awareness. The activity will mirror the UK activity promoting key trends and worldwide shipping through online and off line activity.

PRESS COVERAGEInternational Press Coverage had increased by an average of 30% on 2011. We will continuetodriveonlineandofflinecoverageworldwidethroughourlocalPressOfficesand PR agencies.

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