River Island in High St ad drive

High street clothing retailer River Island has boosted its advertising spend to £2m, in an effort to increase sales and encourage consumers to reappraise the brand.

The retailer has appointed Vizeum UK to devise and implement the new strategy. It follows Vizeum’s appointment as the brand’s media planning and buying agency earlier this year.

According to a spokesman, the campaign is designed to “woo customers back” to the clothing chain, which spent just £225,000 on advertising last year.

River Island, which operates more than 200 stores, has undertaken an extensive store refurbishment programme over the past two years. The revamp has been part of an attempt to regain ground lost to foreign retailers such as Spanish chains Bershka, Mango and Zara, which have stolen a march on their British high street rivals. River Island, which was known as Concept Man and Chelsea Girl until 1992, has about 200 clothing, accessory, jewellery and footwear shops in the UK, with others in the Republic of Ireland, Poland and the Middle East.

In the year ending December 28, 2002, turnover at River Island increased by 16 per cent to £377.6m, while pre-tax profits rose by 43.9 per cent to £55.4m.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here