Details how the Lewis family took Lewis Separates formed in 1954,repositioned it as the fashion store, Chelsea Girl, to meet the demandsof a fashionconscious, more affluent, younger society in the 1960s and1970s and have repositioned it again since 1988 by replacing ChelseaGirl with River Island and thereby attracted a wide market incorporatingA to E socioeconomic groups and an age range of 1664 there are plansto introduce lines for the 914 age market. River Islands success liesin providing value for money with good quality merchandise usingbranding including designer labels effectively supplying accessoriesand striking store designs which are Victorian period, but each store isunique. The success of such a transformation is unprecedented and itwould appear that River Island will be able to withstand the effects ofthe present recession.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Mar 1, 1993
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