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Primark Segmentation

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Primark Segmentation
Primark: Primark sells its products both to young and old people, but does a segmentation between the two age groups. So, one substantial segmentation that Primark makes regards the age of people. The market company analyze people of around 16-25 years old and people aged from around 45-65 years.
As established by Mintel (cited in Oxborrow, L and Brindley, C (2012:p883) says: ’Older consumers have chosen to favour lower priced clothing in order to save money, rather than buying less’ indicating that the demand for fast fashion retailers -like Primark- concerns the older consumer as well as young.
Example of research: (In this case targeted people are youth)
‘self-centered, techno savvy, environmentally-conscious’ millennial generation (Gurau,
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