Strategy (6)

  • Primark oxfrod street

    Prospect Analysis

    Primark (Strategy)

    Primark is the market leader in the UK value fashion sector and, despite its extensive presence, has continued to expand its store network through store extensions and the addition of larger outlets. The retailer stands out from many other value retailers through its well-designed stores, which include the use of in-store technology such as video screens. 

  • Primark Website Launch - Homepage Hero Shot

    Prospect Analysis

    Ecommerce at Primark

    While Primark had remained staunch on its position to not sell online, the retailer launched a new customer-facing website in April 2022 which showcases around 70% of its products and allows customers to see what products are in stock at their local store. As a logical extension, a click-and-collect trial was launched across 25 UK stores in November 2022. 

  • technology-strategy-prospect

    Prospect Analysis

    Technology strategy at Primark

    The details of Primark’s store IT are a closely guarded secret, but it’s clear that it is focused on developing a lean and efficient way to open stores quickly and run them smoothly. There is also a big focus on economies of scale, logistics and reliability.

  • Primark-supplychain-prospect

    Prospect Analysis

    Supply chain at Primark

    Primark’s supply chain, and indeed business strategy, is based on a highly efficient sourcing model whereby it aims to get products from initial design concept onto shelves in as little as six weeks, with merchandise sourced from all four corners of the globe.

  • Primark Belfast 2

    Prospect Analysis

    Stores at Primark

    While UK expansion is slowing due to its maturing presence, Primark continues to see expansion opportunities in the UK. The retailer is achieving this through larger store openings, with a service-led proposition, and extensions to existing outlets – raising its average store size to almost 40,000 sq ft.

  • Primark tottenham court road

    Prospect Analysis

    Customer and marketing at Primark

    Primark refers to itself as a value retailer rather than a discounter, reflecting a strategy that has up-to-the-minute, quality fashion at its heart as well as ‘unbeatable’ low prices.