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River Island

With over 60 years of fashion retailing experience, River Island is one of the most successful companies on the High Street. River Island has nearly 300 stores across the UK, Ireland and internationally throughout Asia, the Middle East and Europe. River Island is known for its stylish and affordable fashion and its unique touches they bring to our collections, which make them standout from the rest of the High Street. Their customers love them for their great going-out looks, amazing denim and fabulous shoes and bags, as well as being the perfect place to pick up everything you could need to get a complete head-to-toe look. At River Island they try really hard to bring new and original fashion to you, with design at the heart of absolutely everything they do. Almost everything is designed in-house and with one of the largest design teams on the High Street which means they can have fabulous new fashion arriving in-store and online every single week. River Island will be launching its online e-commerce website for women, where shoppers in the USA will be able to shop for all their fashion favorites. For our promotional campaign we want it to communicate our full brand image, this is our launch into the USA, and we need to attract the right target customer from the get go. Our promotions will communicate youthfulness, fashion, and modern living, to our new customers. We are going for an image that will bring us a young tech savvy customer, who will want to associate herself with our new fast fashion brand.

Situational Analysis
River Island is launching its online store in the USA; it is a popular UK brand which provides fast fashion to the fashion savvy youth of today. River Island provides to the terminal market where goods are purchased for final use.

The objective of this new promotional campaign is to gain brand recognition in order to develop our bran is the USA. We need this promotional campaign to attract the kind of customer that...
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