PRIMARK, the King of cheap clothes

Hello,

My name is Sandra, a funny panty with the colors of the famous cartoon Bobsponge. You will find me on the shelves of each of the 6 Primark shops in France for only € 3.

What? You have never heard about the Irish brand?

So, let me introduce itself:

Primark opened its first French store in December 2013 in Marseille. Nowadays, they are 6 shops in the French market so, we can speak about an aggressive implementation method.

Primark suggests fashionable and quality products inspired by haute couture shows at the lowest prices possible à twice less expensive than those of H&M

You will find a large variety of trend and classic products for men, women and children (accessories, clothes, shoes, jewels or home décor products) in limited edition and limited volumes

We can speak about a success story in France, as the Marseille shop turnover is 2.5 times bigger than expected.

Also, French market represents a great potential as it is compared with the British one where there are 161 shops.

Where does this success come from?

Primark has implemented a real strategy, which can be compared to those of its competitors, and also which distinguishes itself:

-        Focus on volumes (“It buys in bulk and sells in bulk” - Sarah Peters, Verdict analyst)

-        Efficient supply chain allowing getting new collections quickly and a reliable new stock (10 weeks from the design phase to the fitting rooms): this leads to frequent visits from consumers

-        The search of the lowest prices is a key point: no advertisement, no ambassador, no merchant website, use of cheap production process, low rents because of the location in malls outside of downtown, no advices for consumers but only employees to manage the showroom inventory

à Average basket: 6 goods & € 30 in value

-       Target: fashion-conscious young buyers under 35 years old

But this pursuit of the lowest cost possible leads to unethical trading as the use of child labor or the presence of Primark in the Rana Plazza scandal. As the retailer, does not use advertisement in France to promote its products, its strategy is based on the word of mouth and the image its customers have the brand. This is why Primark highlights its ethical involvement like its help of $ 12 million to the victims of the Rana Plazza.

I hope this article gives you the envy to do some shopping in one of our stores!

Let’s meet in the next article to know more about the touch points of the brand!!!

XOXO

Sandra


Sources:
http://www.lemonde.fr/economie/article/2014/09/16/la-percee-spectaculaire-de-primark-en-france_4488134_3234.html
http://www.challenges.fr/entreprise/20140328.CHA2171/pourquoi-primark-fait-trembler-h-m-la-halle-et-kiabi.html
http://www.strategies.fr/actualites/marques/243257W/primark-la-marque-qui-cartonne-sans-pub.html