River Island: From Lewis Separates to a Global Fashion Brand

Biography

River Island was introduced by Bernard Lewis in 1948, a household concern and it started out as a little store in Londonwith the trading name of Lewis Separates. There have been many alterations to the trade name name such as Chelsea miss and Concept Man and non until 1989 its officially became known as RiverIsland today.

Between the period of 20 old ages, from the 1960s to 1980s, Chelsea Girl was a good known high street shop and was celebrated for its long hairy miss logo. A group of about 45 pupils from Uxbridge and Middlesex has teamed together with the shop to recover its repute in the name of Chelsea Girl.

Order custom essay River Island: From Lewis Separates to a Global Fashion Brand with free plagiarism report

450+ experts on 30 subjects Starting from 3 hours delivery

Get Essay Help

River Island could see to be one of the UK 's biggest and most successful in private owned high street companies with over 250 shops runing all over the universe and is still turning. Furthermore, to guarantee theirs client a great, alone and stylish expression, unlike New Look and others high street shops which buy others trade name design so altered it, River Island has their ain in-house interior decorator. River Island ever focus on supplying their client the hottest expression, therefore, they besides concentrate on supplying their employees with a good working environment so that they can work expeditiously and at their best. River Island shops across the state are ever similar in both ornament and layout. In recent old ages, River Island has changed all of their shops to hold a unique and similar layout. The general coloring material strategies are normally white walls with some accent of bright green to make a fresh feeling ; the flooring is laid with creamy java coloured tiles with black panelling. Bright topographic point visible radiations have besides been used to make a classy expression. In order to assist the client to experience comfy and relaxed the shops have been designed to hold an unfastened air infinite which is simple but act as an effectual background assisting the apparels stand out and besides enabling the client to happen their apparels. The layout of River Island is known to be like a walk-in dress shop where you have tendencies that are divided into subdivisions in the store, which helps clients to cognize what they 're looking for, i.e. insouciant, smart or traveling out.

Manner

River Island is a UK 's prima high street trade name, supplying a large scope of fashionable apparels, but most significantly, their monetary values are low-cost and the quality is great. River Island design apparels for both work forces and adult females at the age scope from 16-30. With 250 shops and selling many different types of vesture like denims, skirts, knit wear, jacket etc… or even accoutrements such as jewellery or places. To “Get the most out of it” the company besides provides on-line shopping so that it is more convenient for their clients.

`` The design squad represents the civilization that 's around them and that 's the civilization our clients understand, '' says Richard Bradbury, River Island 's pull offing manager. This twelvemonth, the trade name have reported mega net incomes, as adverting this, River Island will hold to thank their immature squad of interior decorators, purchasers and in-house stylists. The company‘s general subject for apparels line is normally smart looking, rather frequently the client will see that there is a combination between smart-casual. Additional glister, pgles, diamonds and gems appear on all types of apparels to add a spot of bling and to run into with the immature manner tendency. Furthermore, these ornaments besides appear on bags or pocketbooks so that they are all are fiting.

One of the company philosophies is concentrating on happening new endowment and conveying them up to lend to the new high street tendency, aggregation after aggregation is required to run into with demand of clients who seeking for the new expression mundane. In order to make that, every two hebdomads, Style Challenge is launched by one of our insiders. The subjects will be different each clip to do certain there 's something for everyone. Youthful could see being the inspiration for each design, but still could accommodate any age scope every bit long as they are the individual who is seeking a famous person or catwalk manner at a cheaper monetary value. River Island ever concentrated on the manner and the quality. The company apparels are so voguish, smart, immature, low-cost and of a really high quality. Not merely the apparels, but besides the shops provide an exciting and merriment environment to shop within. The mean monetary value of each garment is low-cost:

Ethical issue

RiverIslandis committed to supplying a just trade between the company and their employees. The company has understood that to do an first-class concern, it has to construct strong relationship with its providers, consumers and employees. Corporate Social Responsibility has ever been the company 's scheme.

Ethical Supply Chain

At River Island, it works enthusiastically with its providers and official bureaus around the universe to supply a standard wellness and safety ordinance to its employees. The company ever ensures that their providers sign a contract which commit to World Wide Ethical criterions and those who violate them will be prosecuted. To back up this policy, the company have ordered the purchasing and proficient squads to see their mills throughout the twelvemonth and actively prosecute in looking out for errors, hence, better it. Today, River Island merchandises are made across the universe such as in the European Union, Turkey or India. Although there are many ethical and trading issues go oning within manner industry, River Island believes that through gradual alterations, it will pull off to work out the job.

Harmonizing to beginning,

“In June 2008 RiverIsland became a member of the Ethical Trading Initiative ( ETI ) . Established in 1998 the ETI is a trade brotherhood organisation and non-governmental administrations committed to working together to place and advance good pattern in the execution of codifications of labor practice.”

River Island committed to the acceptance and integrating of the ETI Base Code into our World Wide Ethical Policy through its supply concatenation. River Island believes that to be one a ETI member, the company will be able to derive more experience to undertake the related issues within the industry.

Environment:

Presents, being green is one of the chief focal point 's of each single company. In order to protect the environment, River Island is purely committed to a figure of chief cardinal points targeted such as:

• cut downing jobs the environment is holding, this includes dropping degrees of energy ingestion ( including the usage of renewable energy beginnings )
• cut downing the degree of merchandise packaging,
• increasing the degrees of recycling and increasing the usage of biodegradable stuffs.

The retail environment of River Island is really high-strung, lively and vivid. The staff are committed to supply the client a high quality service. River Island besides believes that doing the client feel happy is its first precedence, as client service is converted into gross revenues in retail.

Promotion

In recent old ages, River Island has gained many of import rubrics from its rival. Top store has been at the top for old ages but easy losing its “style crown” losing its `` best store on the high street '' rubric of three old ages to equal River Island. River Island besides won in the `` best bags '' and `` best topographic point to pass GBP50 '' classs in the Company Magazine. The victors were chosen by more than 6000 people trough the vote system on the “company.co.uk” web site.

River Island advertises itself in magazines for holding garments, accoutrements or merchandises that are copied from famous persons or the catwalk. In order to publicize and run, River Island has joined forces with Look in fall 2007 - the UK 's first calendered high street manner hebdomadal magazine- to observe and present its fall aggregation.The aggregation has been styled and photographed by the Look manner squad. More interestingly, River Island 's shop Windowss nationally have besides been specially designed by Look to do a connexion between the company and the magazine to advance different facets of the aggregation. Look printing manager Julie Lavington remarks: `` We are highly excited to be working with River Island on such a major undertaking. The coaction exemplifies our trade name certificates, and it 's great that River Island are tackling the power of Look 's repute as the authorization on high street manner. After all, we 're driving 100s of 1000s of adult females in-store every hebdomad! ” .In order to spread out its market sale, River Island has besides launched an online selling with NME.com ( a music trade name ) .

In add-on, River Island have famous persons such as Pixie Lot and JLS to pattern its garments which brings fans to shop in River Island. Together with the advertisement runs, River Island besides sponsors Graduate Fashion Week which brings publicizing all over the universe, for interior decorators and pupils who would love to get down a calling in the manner industry. Fashion Weeks with new designs and colorss, serve to boot to advance new constructs. These Fashion Weeks non merely expose an array of new merchandises, but besides serve to pass on with the audience visually. Dresss and accoutrements worn by theoretical accounts making catwalks, are more lively and enchanting than the mere show on manikins. Normally with a scope of Fall, Spring, Summer and Winter aggregation, Fashion Weeks encouragement market demand and advance its associated concerns every bit good. In add-on, presence in alumnus manner hebdomad is the chance for their company to hold a reappraisal from other people who have visited the show. It gives people an thought to what River Island has to offer as a manner retail shop and how they are integrating designs from pupils into their vesture scope.

River Island was one of the retail merchants which has joined in High street manner hebdomad to demo its line up. The event was taking topographic point on London 's Oxford Street from September 7 to September 11. This is a great chance to advance the company image.

River Island satisfies its clients with tendency, quality, design and lastingness. That is one ground that River Island is, twenty-four hours by twenty-four hours, acquiring support and demands by its clients. It provides a scope of comfy draper footwear to comfort hurting pess of all twenty-four hours long. River Island won the Draper Footwear Award in 2008 while another cogent evidence of its excellence emerged when this trade name bagged ‘LK Today Fashion High Street Fashion Award for Best Denim ' .

Manner is non merely a phenomenon for epicurean life, but this concept trades with humanity every bit good. That is why, modern manner companies are cognizant for the fact of back uping particular people of society with particular demands. River Island is antiphonal towards particular people and that is why it supports BDF ( Birth Defect Foundation ) , now known as New Life Foundation

Other than the BDF, River Island besides helps Heart and Design ; an association that combines creativeness of manner communities with bosom and lungs intervention. Manner is non merely for healthy people, but it besides helps to do indisposed people healthy, it supports them in contending for wellness.

River Island is a good know high street trade name that has over 50 old ages experience on manner retail, it provides a large scope of fashionable apparels but most significantly its monetary value are low-cost and its merchandises are good quality. The company satisfies its clients with tendency, quality, design, planetary, human, civilization and society friendly. At one terminal it emphasises corporate psychological science and tendencies of a society, and at the other terminal, it deals with the single demands of client attention. Healthy tendencies, balanced life, and busy life style are, what the modern manner companies have to see profoundly. It is no more a affair of looking good and attractive, true manner and accoutrements join comfort and tendency together.

Don't let plagiarism ruin your grade

Run a free check or have your essay done for you

Check my essay Hire Writer