High street fashion brand River Island is turning to influencers to boost its authority among consumers and bolster its position against Amazon, which is expanding into fashion retail. The company has launched a new social media campaign called “Fashion by River” that will see it use the power of Instagram to promote itself as an independent brand.
High street fashion brand River Island is turning to influencers to boost its authority among consumers and bolster its position against Amazon, which is expanding into fashion retail. The brand aims to stay on trend by using recognised bloggers in its marketing campaigns, although it is wary of the fraudulent practices that have tainted the nascent influencer industry.