River Island on navigating the divide between brand marketing and culture

With Donald Trump’s presidency and dividing policies has come a wave of brands looking to show what they stand for. Be it on the immigration ban or the Women’s March, taking a stand on what’s important to consumers is arguably being seen as a quick way to win fans by some marketers.
However, River Island’s customer director Josie Cartridge believes that while there is “a definite cultural movement going on at the moment” that’s “allowing consumers