River Island Clothing Co.: A case study on changing an image

Details how the Lewis family took Lewis Separates (formed in 1954),repositioned it as the fashion store, Chelsea Girl, to meet the demands of a fashion‐conscious, more affluent, younger society in the 1960s and 1970s; and have repositioned it again since 1988 by replacing Chelsea Girl with River Island and thereby attracted a wide market incorporating A to E socio‐economic groups and an age range of 16‐64 (there are plans to introduce lines for the 9‐14 age market). River Island′s success lies in providing value for money with good quality merchandise; using branding (including designer labels) effectively; supplying accessories;and striking store designs which are Victorian period, but each store is unique. The success of such a transformation is unprecedented and it would appear that River Island will be able to withstand the effects of the present recession.