i have chosen River Island as my mid range store as it is one of the many high street stores that sell on trend collections at a reasonable price. River Island in the past has supported graduate fashion week offering prizes to work with them in the industry. This shows that the company is keen for new and upcoming designers that will keep their store full of new ideas. River Island is currently promoting its autumn/winter range through the use of its shop windows. In the window we see a white ice effect in the background to represent the cold season as well as make the clothes and accessories stand out. They are also currently promoting their sale by using red which many customers will know is the sign of a sale as well as the literal ½ price sale to try and draw the customer into the shop.
As soon as you walk into the store there is a large display showing outfits that have been put together to try to enhance the sales on those garments. The clothes are displayed spread out which make it easier to walk around to look at the clothes. They use tables to display accessories and clothes and using rugs underneath them creates a sense of luxury, which then will generate more sales as well as improve the customer’s experience. The use of music in the store is also use to create an upbeat atmosphere which will improve store experience. 
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