As River Island cater for mainly students they allow students to get discounts which is important to them as they want customers and the target market they are aiming for to buy fashion clothing from their and not anywhere else. They have discount every now and then e.g. seasonal months to make sure that customers are still interested and trying to make the customer to keep coming back. River Island offer students discount through a variety of ways by instore and online. Instore, student can get up to 15% discount off full-priced items and online discounts, which are used by (NUS) that are a service only student college/university can use. To increase sales and demands, River Island have collaborated with Rihanna for the River Island collection.
