With over 60 years of fashion retailing experience, River Island is one of the most popular brands on the High Street.
With over 350 stores across the UK, Ireland and internationally throughout Asia, the Middle East and Europe, as well as six dedicated online sites operating in four currencies, the marketing team sure have their work cut out for them!!
So what does it take to run a successful international marketing campaign? Here we find out from the company's International Press & Marketing Manager, Amanda Fenby.
What does your role as International Marketing and Press Manager at River Island involve?
I am responsible for delivering the marketing and press strategy internationally to support the development of the River Island brand worldwide. This involves working with both owned markets (stores and localised sites), and franchise partners.
For each country or region, we choose the right mix of channels to maximise the potential to serve customers and grow the business. We currently ship to over 100 countries online and have stores in Western Europe, South Africa, Philippines and the Middle East.
What is a typical working day for you?
No day is ever the same at River Island! The role is so varied that it requires me to work alongside numerous different departments in the business, tapping into online, retail, brand and social. When in the office I spend a lot of time on the phone to my PR agencies and franchise partners, briefing them on new projects and regularly reviewing the consumer trends and performance in each market. The role also requires regular travel and I am often visiting markets once or twice a month.
What do you enjoy most about your job?
I find it fascinating to see how each market operates, and I really enjoy working with all of the different agencies and partners. You have to be very personable for this role; I like the different personalities that I meet on a day to day basis.
River Island is a great brand to work for; it has a really strong personality which is fun, stylish and fresh. It’s lovely working for a brand that is creative and confident in its approach.
What are the most challenging aspects of your job?
Each country’s campaign has to be tailored to the market as the ‘one fits all’ approach does not work. This means that I am always juggling numerous projects, but luckily I work with a fantastic team and everyone chips in to make activity happen. It can be challenging at times but it is so rewarding to see brand awareness increase in global markets.
Do you have any advice on how to create a successful international campaign?
To drive a strong, consistent campaign you must have an Omni-channel approach. My role requires me to have an understanding of all customer touch points in the business, and where possible I try to apply these areas to every campaign that we roll out.
Additionally, it is important to keep on top of your competitors, new technologies, market trends (payment, delivery etc.) The leading international businesses will be those that are constantly reviewing their customer’s journey and streamlining the purchasing process.
How does the River Island brand differ in overseas markets?
Where possible we try to keep the brand personality reflective of our DNA in all markets however, we have to be sensitive to local culture differences and counter seasonal markets.
Name 3 key things you think are important to succeed as a woman in business?
Assertiveness, energy and passion.
What's the best piece of business advice you've ever been given?
Put your head down and work hard. Never wait for things to happen, make them happen for yourself through hard work and not giving up.
Why did you choose a career in marketing?
I have always been fascinated by the psychology behind consumers and their decision making.
Do you have any tips for people looking to progress their career in marketing?
Work experience - lots of it! As soon as I moved to London I was constantly interning whilst completing my studies at The London College of Fashion. It enabled me to meet new people and work out what areas make me tick.
What do you like to do in your spare time?
As I’ve grown older I’ve learnt to appreciate exercise (it has taken a while!) I recently ran a half marathon and I am a big fan of yoga. I also volunteer once a month for a food bank in Islington, you meet so many fascinating people and I think it is important to give back to the local community. I also love socialising and spend as much time with my friends as possible; we’re always trying to find the next best brunch in London, or just hanging out in my local!
If you were on a desert island, what 3 things would you take?
A boat, fishing rod and sunscreen
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To find out more information about River Island, please visit their about us page at http://www.riverisland.com/inside-river-island/about-us
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