TY  - JOUR
AB  - 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.
VL  - 21
IS  - 3
SN  - 0959-0552
DO  - 10.1108/09590559310036113
UR  - https://doi.org/10.1108/09590559310036113
AU  - Lea‐Greenwood Gaynor
PY  - 1993
Y1  - 1993/01/01
TI  - River Island Clothing Co.: A case study on changing an image
T2  - International Journal of Retail & Distribution Management
PB  - MCB UP Ltd
Y2  - 2024/04/25
ER  -