Primark Essay

513 Words2 Pages

PRIMARK

➢ Introduction

Primark is a low market store that offers clothing for both genders, men and women in vast sizes and ages and babies, beauty products, home ware and confectionary for a very low price. It belongs to a worldwide food, ingredients and retail group named Associated British Foods (ABF). It was founded in Dublin, Ireland and their first store was opened in June 1969 and later on the business was expanded. Primark currently has 215 stores in the United Kingdom and eight other countries such as Portugal, Spain, Netherlands, France, Ireland, Germany, Belgium and Austria. The brand (and sub brands – Figure 1) currently has about 96,000 employees and there are stores in 44 countries around the world. They’ve recently announced …show more content…

According to them, 'its low prices were the result of good technology, efficient distribution, bulk buying and minimal advertising' – BBC 2006.

➢ SWOT Analysis

Strength
- Provides fashionable clothes for all genders and ages
- Provides a wide variety of products
- Low price value
- Has been established for a long time now
- Various locations
- Award winning brand (e.g.: Best Outfit for under £50 Award - Fabulous High Street Awards 2010)

Weaknesses
- Bad reputation regarding working conditions at the factories where their clothes are produced
- They do not invest on adverts as they trust their three million Facebook/Twitter fan base to promote themselves
- Their competitors invest on quality advertisements
- Long queues

Opportunities
- Targets various customer segmentation groups
- Improve products’ quality

Threats
- Competitors’ advantage of having a proper advertisement campaigns.

➢ Inspirations
After analysing Primark’s products, it is possible to identify their design team takes inspiration from both fashion designers such as Prabal Gurung and fashion week shows, which is understandable as they try to keep their clothing offer very cheap, but

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