PRIMARK’S MARKETING STRATEGY
SITUATION/ENVIRONMENTAL ANALYSIS
Primark is known for offering quality and trendy fashion items and value for money without
compromising on quality. Primark targets its audience by providing clothing for men,
women, and children. The brand also focuses on in-store display offering customers the
opportunity to feed their eyes before picking their desired item. They also have websites
where customers can check if items are available before walking into their physical stores.
Collaborations with influencers and other popular brands also help Primark maintain its
visibility. Primark also has a strong social media presence on platforms such as Instagram,
Facebook, and Twitter. Primark's marketing strategy which focuses on providing affordable
fashion wear, market segmentation, and promotional tactics has made it a leading
company in the retail industry. (Nina,2024). Although the brand has a lot of competitors
such as H&M, Zara, etc. it has successfully maintained its position and has consistently
provided value for money
PROPOSED OBJECTIVES
Primark has recently revealed some commitments that they are looking forward to
achieving before 2030, they are working on clothing that is affordable and stylish, clothes
that can be recycled, and clothing made from viable materials hereby giving clothes a
longer life they are also looking into improving halving carbon emissions into their value
chain, elimination non-clothing waste, their Cotten project will also use more regenerative
agricultural practices this will protect the planet. They also want to improve lives by
pursuing a living wage for workers in the supply chain and support with financial literacy
training and access to social protection, promote and strengthen the position of women
through skills development, and improve health and wellbeing by ensuring access to
effective complaint processes and widen access to help for mental and physical
health(Primark, 2021) Primark is also working on expanding their reach online due to the
continuing growing demand for online shopping.
PRIMARK’S MARKETING STRATEGY AND TACTICS
Primark marketing strategy is concentrated on creating value by providing fashionable
clothing at budget-friendly prices. The brand has successfully created a strong identity for
itself showcasing its commitment to affordability and quality. These are some of the
examples of Primark's marketing strategy and tactics
In-store experience: Primark has physical stores to shop with eye-catching and
appealing rack displays alongside side-friendly staff Primark is also dedicated to
customer service and you can also order online and collect in-store
Social media marketing: Primark also uses platforms like Facebook, Instagram, and
Twitter to show its newest collection and remain visible to both existing and potential
customers
Collaborations and limited editions buzz: Primark also collaborates with both
influencers and other popular brands creating limited edition clothing and promoting
its brand
Commitment to sustainability: in times when consumers care about the environment
and the implications of their purchasing decisions Primark has enhanced its viability
by being environmentally conscious
References
Our commitment by Primark. (2021)
http://corporate.primark.com/en-gb/a/primark-cares/our-approach/our-
commitments
Sheridan, N. (2024). Primark marketing strategy 2024: A case study retrieved from:
lattery.org
http://www.latterly.org/primark-marketing-strategy/
Brand hopper. (2023) Marketing strategies and marketing mix of Primark 2023 July 30th
retrieved from:
https://thebrandhopper.com/2023/07/30/marketing-strategies-and-marketing-mix-
of-primark/?amp=1
