Exploring the Expansion of River Island's Market Share and Enhancement of Brand Values for the Next Generation

Li Le, Noor Azlin Ismail, Er Sheng Zhang, Yang Yang Zhang and Li Yongfa
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Li Le: The School of Economic and Management in Universiti Putra Malaysia) Anhui Institute of Information Technology, The School of Management and Engineering, WuHu, Anhui Province,241000, China.
Noor Azlin Ismail: Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Malaysia.
Er Sheng Zhang: Anhui Institute of Information Technology, The School of Management and Engineering, WuHu, Anhui Province，241000, China.
Yang Yang Zhang: School of Education, University of Nottingham, (The School of Liberal Studies and Foreign Languages, Anhui Institute of Information Technology, Wuhu, Anhui Province, 241000, China.
Li Yongfa: School of Business Administration, Anhui University of Finance and Economics, Bengbu, Anhui, 233000, China.

International Journal of Science and Business, 2023, vol. 22, issue 1, 115-125

Abstract: This report aims to explore the current trends and critical issues facing River Island, a fashion clothing brand, and provide recommendations for their development in the next generation. The study includes a critical evaluation of the target customer value and strategies to achieve increased market share and enhanced brand values for the upcoming year 2024. The report utilizes SWOT analysis to assess both the internal and external marketing environment of River Island, followed by the use of brand equity models to increase customer satisfaction and expand into new markets such as children's clothing. The Ansoff marketing matrix is also employed to analyze how River Island can maintain sustainable values in the future. Finally, the report focuses on marketing mix strategies, including the 4P's (Product, Price, Place, and Promotion), to produce sustainable, strategic, and competitive advantages for River Island's products. Overall, the report provides insights into how River Island can continue to grow and succeed in the highly competitive fashion industry, while maintaining its core values and unique brand personality.

Keywords: SWOT Analysis; Customer Value; Marketing Matrix; sustainable development; River Island's Market Share. (search for similar items in EconPapers)
Date: 2023
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