Discussion

River Island is a popular high street fashion brand in UK founded in 1948 by Bernard Lewis and his brothers (riverisland.com, 2018).  The primary products of this company are women, men and children wardrobe and accessories. There are over 350 retail stores of River Island in not only UK but also Asia, Middle East, Europe and Ireland (riverisland.com 2018). In other words, it can be argued that the company operates in 4 currencies with 6 online websites. Moreover, it can be stated that River Island has an in-house design team that is entitled to make fashionable products. However, the high competitiveness in UK fashion retail market cannot be side-lined and as a result of that it becomes important for the fashion retail companies to implement effective promotional planning to sustain in the market quite dominantly. Based on this understanding, the purpose of this report is to analyse the promotional mix theories and tries to find out the effective theory and strategy that will cater more effectiveness to River Island.

The AIDA model is considered to be the latest advertising and promotional technique that most of the business organisations follow nowadays. It is an acronym of Attention, Interest, Desire and Action process that enable strategic advantages to the companies (Buis, Johnsson and Thormann 2015). In this context, it is important to analyse the effectiveness of the AIDA model in the UK fashion retail industry. In this context, the UK market is highly influenced by the impacts of globalisation. It can be asserted that after the globalisation, the UK market opened an extensive opportunity for different companies to enter into the market more aggressively as it created a better environment for business with loads of opportunities (Hadiyati 2016). In this context, Hassan, Nadzim and Shiratuddin (2015) advocated that the role of the AIDA model is to put emphasis on the customers more than the other determinant factors. As a result of that it provides better advantages for the organisations to incorporate such model into its business activity. In this context, it can be stated that the role of the attention process is to build up a perception regarding the customers’ attention. On the other hand, Interest is also resembled with the interests of the customers to opt for a specific brand. Besides this, desire is associated with the purpose and motive of the customers to choose a specific product whereas the action connotes the persuasion of the customers to purchase the product (Venkatraman et al. 2015).

• As the UK fashion retail market is highly volatile and competitive enough therefore, it becomes important for River Island to get attached with the AIDA model as this model helps to increase the awarenessof products and services of River Island.
• Besides this, it can be argued that the AIDA model will enhance the interestsof the customers because it mainly puts focus on the behaviour and specifications of the customers.

In the context of the above and below the line activity it can be stated that this strategy is considered to be an effective promotional tool to maximise the customers. According to Kulik (2014) it can be advocated that the above the line promotion is resembled with the mass media methods. In this regard, the social media promotions are contributed a lot for increasing the brand value of the company. In fact, the mass media promotion has become an important aspect in the 21^st century as most of the people are using social media and has the access to television (Higgins and Cornwell 2016). In respect to this, it will be a beneficial factor for River Island to follow the media promotion tool as a strategic measure. On the other hand, Han and Kim (2016) ascribed that the below the line strategy is associated with the conventional method such as sponsorship, sales promotions, public relations, personal selling and direct marketing. The purpose of using this promotional strategy is to create a framework to attract the target customers only. In response to this, it will be an effective measure for the River Island to maximise customers for a specific product or item by creating the brand awareness and building a brand profile.

• The above and below the line activity are responsible to influence customers both in a large spectrum and in a target market audience.
• The creativity and uniqueness are considered to be the most important aspects for above and bottom line activity. Therefore, it will give opportunity to River Island to implement effective promotional strategy relevant in the UK market.
• Moreover, this unique promotional strategy will facilitate more market capitalisation for River Island because through this method the company can generate better understanding of the customer behaviour.

Conclusion

As a matter of fact, the push and pull strategies are also considered to be effective for River Island in order to develop customer demands on the basis of the intentions of the company. In other words, the research of Anderson et al. (2016) stated that push and pull strategy creates a deep influence on the customers and as a result of that the customers are craving to purchase the product. It is more of customer behaviour oriented promotional method. According to Ahmad, Jabeen and Khan (2014) it can be stated that the purpose of the push strategy is to create an appealing design and get up of the product that it attracts the customers intensely. It is also intertwined with the discounts and trade promotions that ensure the future of the product. Besides this, Han and Kim (2016) ascribed that the pull strategy highlights the advertisement tools to set up better customer demand for a particular product.  In this context, as the UK wardrobe retail market is highly volatile. There are already a number of global wardrobe retail giants to encapsulate the market extensively. Therefore, for River Island it is imperative to penetrate market by executing effective promotional plan. Moreover, it is also essential for the company to ensure its future sustainability in an effective manner.

• Higher service level and lower carrying costs are the unique factors that can help River Island to deliver a better holding in the UK retail wardrobe market.
• In addition to this, as the activities are based on the demand of the customers therefore it reflects a deep insights of the customer behaviour that is crucial for sustaining in the competitive UK market.

The communication promotion mix is also considered to be an effective measure that creates better promotional practice for the organisations. In this regard, it can be stated that there are series of tools that the communication promotional mix is associated with. For an instance, the advertising refers to the prominent elements of the product. It is important for the organisation to project the best features of its products so that will be able to maximise the customers (Kumar and Patra 2017). In this context, the television, radio stations, print publication and the website for placement. Furthermore, the personal selling is also identified as an important aspect that points out the role of the sales persons to promote the products to the buyers. Moreover, discounts and promotions are also key tools that maximise the customers profoundly (Khan 2014). Besides this, there are important factors like the public relations, direct marketing and event sponsorship that can help the company to ensure more capitalisation in the market. Based on this understanding, it can be asserted that the River Island must have follow such measures in order to develop a better promotional planning. As a matter of fact, it is pertinent for the organisation to ensure its sustainability and business progress in the retail clothing market in UK.

• The communication mix is based on a set of promotional tools that are aimed to bring strategic advantages for the companies. In this regard, communication mix will be a beneficial factor for River Island to compete effectively in the UK market strongly.
• Moreover, the communication mix promotional strategy is known to set a relationship with the customers both directly and indirectly. As a result of that it will be an advantage for River Island to analyse the consumer behaviour and based on that the company can initiate its marketing plan and operational activities.

Conclusion

From the above point of view it can be analysed that the promotional mix is an important and intricate part in the expansion of business for River Island. In course of the discussion, the report encompasses a great deal of understanding on different theories of promotional mix strategies and tries to find out the relevance in the UK retail clothing market. In fact, to sustain in the UK clothing retail market it is important to choose an effective promotional strategy. Therefore, it can be concluded that the report rightly discusses all the aspects of the promotional mix related to River Island. Moreover, the AIDA model is identified as the most effective strategy in this context.

Reference

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