UK retailer, River Island, has launched an exclusive southern hemisphere range on its Australian website. To celebrate the release the brand has launched a campaign inspired by the Ashes cricket tour that pins Britain versus Australia.
As reported on Ragtrader, River Island’s marketing director, Jose Roscop, said that Australia was an important market for the brand. River Island is marrying its British origin with its Australian foray by using a classic sporting rivalry.
"Following our expansion into the Southern Hemisphere, we have identified Australia as one of our key new markets," Roscop said, "We wanted to create a unique offer specifically suited to the fashion savvy Australian consumer.”
Australia remains in River Island’s top four performing countries internationally. The new range is for summer and River Isand’s Southern hemisphere offering will be counter-seasonal and will be refreshed weekly.
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