How can we strengthen River Island’s position amongst its competitors and demonstrate its refined product offer and ‘Designer of the High St’ credentials?
Coachella Festival is widely seen as the most glamorous and publicised festival in the world. Product worn here dictates festival fashion for the season and, as such, it is viewed in a commercial light. It is also extremely expensive and saturated with brand sponsors.
With that in mind, we focused our attention on PR and social media objectives and recruited a group of fashion influencers already attending the festival to wear River Island and upload pictures on to their instagram accounts using the hashtags #ImWearingRI. These images were then seeded to press to secure Get The Look features.
Millie Mackintosh, Laura Whitmore, Zara Martin, Lizzy Plapinger.