Promotional Mix Theories and Strategies for River Island in UK Fashion Retail Market

Running Head: BUSINESS MARKETING
BUSINESS MARKETING
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1BUSINESS MARKETING
Executive summary
The promotional mix is referred as an important aspect for the development of business
expansion. In fact, there are series of theories and strategies related to the promotional mix that
play a significant role in creating better business environment for the companies. in this context,
this report intends to point out the efficacies of the promotional mix theories. For a better
understanding, the report draws inferences from the case study of River Island, a retail clothing
supermarket popular in UK. The report also identifies the effectiveness of different promotional
mix theories as well. In a conclusion, it can be stated that the AIDA model is the most effective
promotional framework that caters more effectiveness for River Island in the high competitive
market of UK.

2BUSINESS MARKETING
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
AIDA model................................................................................................................................3
Effectiveness............................................................................................................................4
Above and below the line activity...............................................................................................4
Effectiveness............................................................................................................................5
Push and pull strategies...............................................................................................................5
Effectiveness............................................................................................................................6
Communication promotion mix...................................................................................................6
Effectiveness............................................................................................................................7
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................9
Appendices....................................................................................................................................11
Appendix 1.................................................................................................................................11

3BUSINESS MARKETING
Introduction
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.
Discussion
AIDA model
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