A sophisticated take on spring 10 trends means River Island is totally focused on its customer
There is a sophistication to this offer, targeting shoppers in their late 20s, and the trends are more developed because of it. The preppy look - from modern urban through to 1960s casual - comes through strongly: unstructured denim blazers and light grey jersey jackets sit with tapered cotton pants. Nautical touches show through with heavy knit double-breasted cardigans, white linen trousers and a good selection of deck shoes while the checks have
a freshness that set them apart.
A grown-up approach translates into an
enjoyable experience - from the less garish in-store lighting to a welcoming interior, while staff are less concerned about self-image and are more focused on the task at hand. The employee who served Drapers was enthusiastic about the company and the clothes.
The denim unstructured jacket is £50 and the jersey one £70. The double-breasted cardigan is £30 while a finer-gauge one with contrast edging comes in at £40. The basics all have some added value: T-shirts with Alexander McQueen-inspired skulls are £25, polos with contrast collars are £15 and grandad T-shirts with metal-style buttons are £9.