The River Island Case Study: Implications for Differentiation and Re-Positioning

Abstract

This article aims to examine fashion retail brands’ differentiation and re-positioning strategies using River Island as a case study. It hereby describes how structure of the fashion industry has been subject to evolutionary change since the early 2000s. It also shows that River Island was able to use its own brand strategy to take a unique position in the market, while also establishing an identity as an international wholesale brand identity through its exploration of several different channels.