Primark Brief

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Marketing Research Methods

Suggestion for the final paper – Gabriela Kratochvílová
MARKET RESEARCH – PRIMARK stores

Potential to expand in the Czech Republic market

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Introduction
Primark is an Irish clothing retailer, operating in Austria, Belgium, Germany, Ireland (branded as Penneys), Portugal, Spain, the Netherlands and the United Kingdom. The company's main headquarters are in Dublin, they are a daughterly of British food processing company ABF. Primark first opened in June 1969 in Mary Street (Dublin). It became apparent that more stores were required and more shops were added to the chain. From the first Penneys store in Ireland to the latest flagship store in Edinburgh, the Primark story has been one of continuing success founded on a unique combination of fast fashion and lean operations. Due to this success Primark expanded to the market of Spain in 2006, Netherlands in 2008, Portugal, Belgium and Germany in 2009, and Netherlands in 2010. In 2011, Primark further expanded with store openings in all those countries, UK and Ireland included. Nowadays (2012) there are 249 stores, there of 159 stores in the UK, 38 in Ireland, 32 in Spain, 3 in the Netherlands, 6 in Portugal, 8 in Germany, 1 in Belgium and 2 in Austria. Primark sells clothes at the budget end of the market. The company sources cheaply, using simple designs and fabrics in the most popular size. All of the company's merchandise is made specifically for the company and as such Primark has its own brand names. Within both menswear and ladies wear there is one main brand name that supplies most of the fashion labels, which are added to by other suppliers, such as Atmosphere, Denim Co., Secret Possessions, Cedarwood State etc. What more, Primark produce more than clothing, thus lingerie, accessories and footwear for women, accessories and footwear for men, girlswear, boyswear and babywear for children and last but not least products...
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