River Island - Units 51-53 Churchill Square Shopping Centre
River Island covers all of the season’s key trends and, with numerous styles of graphic T-shirts, printed shorts and statement sweaters, it offers similar styles to those elsewhere. These sit alongside a handful of designs unique to this store. In some sections, River Island offers more styles than its high street neighbours, such as applying sporty mesh to a wide variety of pieces, including a more directional mesh bomber jacket.
A good range of sizes are available here, right down to an extra extra small and all the way up to extra large, although it can be unpredictable when it comes to what appears on different rails. For the size of the store, it does well to offer a wealth of different product without ever feeling too cramped or overbearing.
While some prices are cheaper than its rivals, such as £22 for a baseball shirt (£26 at Topman), and of a similar quality, others don’t match up. £22 for a printed mesh T-shirt would be competitive, if the print wasn’t already cracking in places.
Staff on the shop floor are busy talking among themselves rather than approaching customers and don’t stop chattering when serving customers at the tills. However, the assistant manning the changing room turns out to be very helpful. Staff speedily check for extra sizes and offer an online ordering alternative with a three-day delivery. The changing rooms are modern and spacious and the store is generally tidy and well organised.
Visual Merchandising 6/10
Five window mannequins show off a handful of key pieces, but mostly in black and white tones, which means the windows look a little boring and far from eye-catching, especially considering the bold colours on offer inside. The fixtures and fittings look fresh and modern and well-dressed mannequins are nicely scattered around the store.