For those that are not aware of the low end high fashion retail store Primark you will know more as the retail store begins to move its retail operations deeper into the US. Today Primark operates retail stores on the East Coast in the city’s of Boston, New York, Burlington, Massachusetts. The role out will continue in the US to compliment its stores from Europe. What has made the Pimark stores so successful? Many customers and employee’s contribute the success to offering low prices, great fashion and stores that offer a very fun, design friendly environment. Primark success has carried year over year with the last year sales increasing by 9% and almost reaching double digit growth.
The strategy behind Primark is to reach the customer by adds and drive the traffic into the brick and mortar of the stores in which they operate. The company is looking to drive foot traffic into the stores and today does not offer online shopping, so no real ecommerce strategy is in place.
Primark key competition comes from the likes of GAP and Zara. Primark retail locations will mimic those of other low end high value brand leaders. Both Zara and GAP have been closing many of its retail locations due to competition from online clothing and other clothing retail stores. As Primark enters deeper into the back yard of GAP and Zara, brand and customer experience will become a major factor towards US success for the retailer. Successful brand awareness through social networking sites along with hip fun store environments will drive shopping behaviors.
I have twelve year old and one of the hot topics she talks about is the mall and spending money in trendy stores. Primark, if you move to Austin, Texas and place a store in Barton Creek mall Primark will soon see my household money.