The River Island case study: implications for differentiation and re-positioning

Rashid, A. ORCID: 0000-0003-4614-2066, 2022. The River Island case study: implications for differentiation and re-positioning. Journal of Textile Science and Fashion Technology, 9 (4). ISSN 2641-192X

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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.

Item Type: Journal article
Publication Title: Journal of Textile Science and Fashion Technology
Creators: Rashid, A.
Publisher: Iris Publishers
Date: February 2022
Volume: 9
Number: 4
ISSN: 2641-192X
Identifiers:
NumberType
10.33552/JTSFT.2022.09.000717DOI
1517987Other
Rights: Copyright © All rights are reserved by Dr Arooj Rashid. This work is licensed under Creative Commons Attribution 4.0 License
Divisions: Schools > Nottingham Business School
Record created by: Laura Ward
Date Added: 28 Feb 2022 09:46
Last Modified: 28 Feb 2022 09:46
Related URLs:
URI: http://irep.ntu.ac.uk/id/eprint/45766

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