Primark is an Irish clothing brand, with over 200 stores over the world in countries such as Ireland, United Kingdom, Germany, Spain, Portugal, Netherlands or Belgium. It is considered one of the most important ‘fast fashion’ leaders in the UK retailing market. Its main and notable differentitive key points is producing large volume of clothing and selling them at a very cheap price. It has several lines to cover as many targets as possible such as women clothing, men clothing, shoes, accessories, baby clothing, children clothing, underwear, swim wear, night wear and house clothing. It has different brands for each sector, the main ones are:
Atmosphere — womenswear/footwear
Active - meanswear
Backswings - womens and mens sports brand
Beach club- Luggage, ladies beachwear
Butler & Webb — Premium formal menswear
Cedarwood State — casual menswear
Denim Co. — womenswear, casual men's and childrenswear
Early Days — babywear (newborn-23mnths)
Essentials - Basic Cheaper Items
Girl 2 Girl — young girlswear (2yrs-7yrs)
Limited Edition — womenswear
Opia - accessories
Primark Beauty - Cosmetics
Primark Home — home items
Rebel Junior — younger boyswear (2yrs-7yrs)
Rebel Senior — older boyswear (7yrs-13yrs)
Ryan's value Socks
Secret Possessions — lingerie, women's nightwear
Young Dimension (YD) — older girlswear (7yrs-13yrs)
Primark is not destacable for its trendy, high fashion product but for its simple design and fabric products with a low value price affordable for everyones pocket. I decided to choose Primark because as i chose Louis Vuitton for my CRM analysis I thought it would be interesting to analyze a complete opposite market brand. In my opinion, i thing it is very interesting to analyze how a brand like Primark has evolutioned and has taken advantage of the recession period and has made his best of it.
It is not difficult to identify a Primark consumer, it targets males, females and children within the mass market. The age of its target customers are from early teens to the middle aged (mostly women buying for the family) with a low budget or no interest in the latest fashion. As I said before, it s for customers looking for simple design, simple fabrics.
Age and gender: Young women and men (more women) in average under 35. Family size: Either for young single people or mothers buying for all the family. Income: Generally low income, not much disposable women so they shop in Primark to be able to have a larger variety of clothes Occupation: Students with no jobs or part-time jobs and people with low-paying jobs. Education: Primark consumers are not fashion educated
Race: All kind of races, i think immigrants are also an important target as the cost of living abroad is already very high so they have less disposable money to spend on clothing. Nationality: People from where their stores are based (Enlish, Irish, Spanish, Portugeese, Germans...) and immigrants living in those countries.
Purchasing behaviour segmentation:
User occasion: The occassions in which Primark clothes can be used is very broad due to its large sector coverage, informal occassions, formal occassions, at work, in school/college/university, etc Benefits wanted: Primark consumers are not expecting high quality or long lasting products. They want disposable products. Loyalty level: Generally Primark comsumers are not classified as True Friends, they are loyal because they have no access to more expensive brands, but if their disposable money was higher they would go somewhere else. Readiness to purchase: As prices are so cheap consumers dont get stoped by this factor, they are usually quite impuslsive because they know that if they dont buy it, 1 hours later someone is going to buy it and they will loose their opportunity.
Country: Countries where stores are located (Ireland, United Kingdom, Germany, Spain, Portugal,...