Brilliant campaign imagery and inspirational windows give River Island the creative edge.
Floral prints, metallic knitwear and the sports trend are all covered at River Island, with the retailer referencing designers such as Dolce & Gabbana, Peter Pilotto and Prada, by way of slim pencil skirt silhouettes and bandeau tops. Most eye-catching is the store’s convincing use of prints, that range from chain prints to garden florals. The nautical and 1950s are also represented, and there is a wide selection of the season’s important coloured and printed jeans.
On a par with competitor Topshop, River Island’s seasonal printed jeans mirror its rival’s £40 price tag, with basic coloured jeans highly competitive at £20. A vivid ‘Miami print’ dress is £45 and matching high-waisted skirts and crop tops promote multiple purchases. There are fewer basic options being pushed than at Topshop but the quality versus price aspect is well balanced.
The visual displays are strong throughout, starting from the windows right down to the fitting rooms, where a spring 12 campaign video is played. Shopping trolleys and sunflowers create interesting visual display points and the freestanding fixtures mean a hierarchy of product is easy to navigate. Generally a good breadth of sizes are available and the service was very good, with help offered in the fitting rooms, which are spacious and well lit.