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primark

By Alan Black,2014-10-22 22:46
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primark

    Primark

    It was recently reported that Primark is the only retailer to increase their profits continuously over the last 6 months as all the other retail brands made losses. Primark has taken a position that appeals to image conscious celebrities and fashionista who provide the budget brand with legitimacy for cash strapped middle-class consumers, giving them permission to shop down market.

     providing the budget solution for shoppers Primark achieves an outstanding win win

    on a budget and manages to turn off the snobbery of those who would never be seen dead shopping on a budget.

    Like the positioning of Harry Potter that transcended age segmentation, Primark transcends socio demographics. If this has been a considered strategy it is genius. If it is a happy accident, a consequence of timing and converging circumstances, Primark benefits uniquely from the current economic mayhem.

    If you are lucky enough to find a position with a broad appeal that is also uncompromising you can make a killing. In marketing terms products are more often focused on narrow segments, Primark turns this on its head a rare breed indeed.

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