River Island embraces "forgotten customer" with Harpenne

River Island is launching Harpenne, a new fashion label that targets an older age range. The label will become available online in September and intends to “lend a voice to the forgotten consumer”.

Online launch

Fast fashion company River Island was forced into heavy restructurings due to the increase in competition from chains such as Primark. Now, the company is targeting more mature consumers. With the launch of Harpenne, the label intends to clad women over forty in timeless apparel that can be worn all year round.

The collection consists of 120 items with prices ranging between 25 and 100 GBP (about 28 to 111 euros), and will become available online in September. There has been no talk of physical store openings yet.

“A huge gap in the market”

In a press release, Harpenne claims all used materials are ethical and sustainable and all items were designed for various body types. “Harpenne was created after noticing a huge gap in the market, we want to give the forgotten customer a voice,” said Fiona Lambert, head of business development at River Island.

“The pieces within the collection are inspired by culture and individuality. Aimed at women with attitude, Harpenne wants to revolutionise the retail offering so all women can embrace their sense of style and feel confident, no matter what their age,” she continued.