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Introduction

1. Overview of Primark:

Primark is a well leading retail international company specializing in clothing,

accessories, and footwear. Founded by Arthur Ryan on behalf of the Weston
family, Primark is established in Dublin, Ireland, in 1969, under the Penneys
brand before expanding internationally (Statista, 2024). Employing more
than 80,000 people across 17 countries in Europe and the United States,
Primark operates 450 stores which has continued to expand, with locations in
countries such as the UK, Ireland, Portugal, Spain, Germany, the Netherlands,
Belgium, Austria, France, Italy, and the United States with the focus to
enhance the retail experience (Primark, 2023).

Primark aims to make affordable fashion accessible to all. According to Wood

(2024), Primark’s brand is based on the commitment to ‘make clothing
affordable and accessible to all,’ a vision that led founder Arthur Ryan to
open the first store, named Penneys (still known by this name in Ireland), in
Dublin in 1969. However, Primark’s offerings include quality everyday basics
as well as unique styles for women, men, and children, along with beauty,
home, and accessory products. Today, Primark is positioned in the low-cost
retail market, it is popular among shoppers seeking fashionable items at
accessible prices.

2. Reasons for choosing Primark:

Primark is chosen for this analysis due to its fast market growth and strategy
despite the shifting retail environment and presence of competitors. Wood
(2024) asserts that, the way we shop has undergone a complete
transformation over the past fifty years, with the rise of online shopping, the
decline of department stores, economic fluctuations, and the impact of a
pandemic. An evaluation of Primark underscores its contributions to combat
climate change. This comes with the claim that Primark’s business model is
built on the fast turnover of affordable clothing, promoting a culture of
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disposability. Each purchase contributes to a cycle of mass production,

notoriously for its significant carbon footprint. The fashion industry is a major
contributor to global carbon emissions, and fast fashion brands like Primark
are central to this environmental damage (Just Style, 2024). Through Primark
Cares strategy focusing on prolonging the life of clothing, safeguarding the
planet, and supporting the people who make Primark’s products, Primark has
set nine goals to reach by 2030, including using only recycled or sustainably
sourced materials for all its clothing, and reducing carbon emissions across
its supply chain by 50% (Primark, 2023).

3. Overall strategy:

Primark’s overall strategy is to provide quality fashion at affordable prices

through targeted marketing, direct sourcing from factories and restricting
product lines and sizes. Newman (2021) asserts that Primark’s business
model is based on offering fashionable items at budget-friendly prices, which
has become essential to its success. By efficiently controlling costs and
fostering a low-cost culture, Primark has gained a competitive advantage
that is hard for competitors to copy. The company operates large, appealing
stores with few changing rooms and a low staff-to-customer ratio. Most
customers handle their own shopping, and returns are kept to a minimum
due to the inconvenient return process and the affordable pricing.
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References

Just Style. (2024). ‘The ethical dilemma of shopping at Primark: a closer

look.’ Updated on: February 29, 2024. Retrieved From:
https://www.just-style.com/analyst-comment/ethical-dilemma-
shopping-primark/?cf-view.

Newman, G. (2021). ‘Primark And The eCommerce Debate.’ Updated on:

January 24, 2021. Retrieved From
https://www.linkedin.com/pulse/primark-ecommerce-debate-gordon-
newman/.

Primark. (2023). Primark. Retrieved From: https://corporate.primark.com/en-

gb/a/about-us/who-we-are.

Statista. (2024). ‘Primark – Statistics & Facts.’ Update on: October 1, 2024.
Retrieved From:
https://www.statista.com/topics/4684/primark/#topicOverview.

Wood, Z. (2024). ‘From 99p blouses to a fast-fashion giant: Primark’s 50

years on the UK high street.’ The Guardian. Updated on: September,
26, 2024. Retrieved From:
https://www.theguardian.com/business/2024/sep/26/primark-uk-fast-
fashion-retailer-high-street.
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Proposed New or Improved Product or Service for Primark

1. Primark Proposed Product:

Primark is a global retail industry that is well-known for affordable clothing,

accessories, and footwear (Burney, 2024). Like other international
businesses, the goal of Primark is to remain sustainable in the global market
and positioning. To adjust and quickly launch new products that resonate
with the target audience, a new product prioritizing eco-friendly material,
understand cultural factors of each market is proposed. Keith (2024) asserts,
increasing awareness of health and wellness will shape consumer
preferences toward sustainable and eco-friendly products. Primark’s efforts
to provide organic and health-conscious clothing align well with this trend.
Locusassignment (2024) adds, to understand consumers or a target market,
organizations like Primark must consider the culture of their audience.
Culture shapes a person’s values, traditions, and beliefs, which in turn
influence their purchasing decisions. Recognizing the cultural factors in each
market is crucial for Primark allowing the organization to adapt and develop
strategies that meet the unique cultural needs of different markets. These
proposed products however, should include clothing for men, women,
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children, and toddlers, made from recycled materials and organic cotton,
trendy and comfortable activewear, eco-friendly and inclusive, catering to
nearly all age groups with a diverse range of styles, sizes, and seasonal
options. Moreover, the products should include accessories like gym bags,
water bottles, and yoga mats - all created from environmentally sustainable
materials.

2. Reasons for choice

Reasons for proposing new or improved products for Primark organisation are
many. The increase awareness on climate changes has pushed consumers to
fabrics that are environmentally sustainable. Sustainability is essential for
businesses as it enables organizations to recognize and address challenges
arising from various sources, including environmental and social concerns.
For instance, climate change represents one of the most urgent global
threats facing this generation (Vanderbilt University, 2023). By producing
eco-friendly wears, Primark can drive innovation and attract environmentally
conscious consumers leading to a competitive advantage. This choice might
also serve as an opportunity for Primark to defend the organisational efforts
on corporate social responsibility. By signing Primark Cares strategy which
mainly focuses on safeguarding the planet, including producing only recycled
fabrics, Primark could sustain its commitment towards reducing carbon
emissions.

3. Key Competitive Factors (CFs):

Studies show that Primark’s success stems from a blend of affordability, a

fast fashion approach, a wide-reaching store network, and strong marketing
efforts. According to Wang (2023), Primark minimizes costs by limiting
traditional advertising, instead focusing heavily on social media to engage its
audience. By regularly posting new products on platforms like Facebook,
TikTok, and YouTube, Primark keeps its fans informed about fresh arrivals,
encouraging them to shop. The brand also sparks social media
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conversations, such as through ‘Primania,’ where consumers share their

Primark experiences and style. Additionally, Primark collaborates with key
opinion leaders (KOLs) who share shopping tips and recommend products,
increasing the brand’s visibility and fostering customer loyalty. Primark’s
competitive strategy also includes frequent discount promotions and
collaborations with well-known brands and franchises like Disney, Marvel,
NBA, Barbie, and Winnie the Pooh. These partnerships make their products
more recognizable, attracting fans of these brands and converting them into
loyal Primark customers.

References

Burney, C. (2024). ‘In History: Primark’s expansion during 50 years on the

British high street.’ Updated on: September 26, 2024. Retrieved From:
https://www.theindustry.fashion/in-history-primarks-expansion-during-
50-years-on-the-british-high-street/.

Keith. (2024). ‘PESTLE Analysis for Primark.’ Updated on: June 24, 2024.
Retrieved From: https://pestelanalysis.education/pestle-analysis-for-
primark/.
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Locusassignment. (2024). ‘Primark Marketing Intelligence Assignment.’

Retrieved From: https://www.locusassignments.com/solution/primark-
marketing-intelligence-assignment.

Vanderbilt University. (2023). ‘The Importance of Sustainability in Business’.

Updated on: December 20, 2023. Retrieved From:
https://business.vanderbilt.edu/corporate-sustainability-certificate/
article/sustainability-in-business/.

Wang, Z. (2023). ‘The Reasons of Primark Brand Loyalty in The Post-Epidemic

Era Based on Marketing Mix Theory.’ Highlights in Business,
Economics and Management, 23, 590-596.
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