IDEAS home Printed from https://ideas.repec.org/a/aif/journl/v22y2023i1p115-125.html
   My bibliography  Save this article

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

Author

Listed:
  • 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.)

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.

Suggested Citation

  • Li Le & Noor Azlin Ismail & Er Sheng Zhang & Yang Yang Zhang & Li Yongfa, 2023. "Exploring the Expansion of River Island's Market Share and Enhancement of Brand Values for the Next Generation," International Journal of Science and Business, IJSAB International, vol. 22(1), pages 115-125.
    • Handle: RePEc:aif:journl:v:22:y:2023:i:1:p:115-125
    as

    Download full text from publisher

    File URL: https://ijsab.com/wp-content/uploads/2099.pdf
    Download Restriction: no
    File URL: https://ijsab.com/volume-22-issue-1/5725
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aif:journl:v:22:y:2023:i:1:p:115-125. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Farjana Rahman (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.