Ten Yuan For One? Has Primark Ever Been Able To Pass Zara?

Primark, a fast fashion brand from Ireland, you may not have heard of it yet, but with its current expansion speed, you may soon see it in a shopping mall.

Belonging to ABF's Primark, behind Canada's second richest family Weston.

In 1969, Primark opened its first store in Dublin. After 2006, it began to exert a lot of efforts in Europe. Its stores in Britain, Spain, Germany, France and so on can be seen as household names.

This year, Primark is trying to enter a more intense market. The United States is aiming to compete with Forever 21 and the current fast wear Zara.

According to Bloomberg reports, the company has opened two stores in the United States, and the flagship store in Boston has an area of more than 20000 flat and four storeys. Obviously, Primark is preparing to make a big start here with their consistent advantages.

Of course, if you look at Bloomberg, the United States.

The map of the store has a long way to go for the sake of gaining a firm foothold in the United States.

However, this does not prevent us from taking the eight out of the rush brand, for example, its characteristics.

Cheaper, cheaper and cheaper.

Well, mainly for the Primark of the vast majority of young people, the core competitiveness is so straightforward: no other, cheap.

When it comes to cheap, people often think of another fast moving brand, H&M.

Well, it is also more exaggerated than H&M: in Europe, the average price of a H&M dress is about 130 yuan, while in Primark, one hundred yuan is not yet there, you can buy a T-shirt for 10 yuan.

"Our clothes come from factories like other brands," GerogeWeston, chief executive officer of ABF, the parent company of Primark, once said, "they are all the same."

Of course, cheap clothes can be a deterrent to some picky consumers, but those young people don't seem to care much about them.

The low price strategy is effective. Here are some data that might tell you: from 2009 to 2012, Primark achieved 50% turnover growth and annual sales of 3 billion 500 million euros; in the 2013 fiscal year, Primark 4 billion 273 million euro income contributed by 250 stores, with an average revenue of 17 million euro per store, while 1858 stores of all the brands of the world's fastest fashion group Inditex SA (Zara, pull&bear, etc.) created a total of 16 billion 724 million euro income, averaging only 9 million stores per store, and Primark was once the largest apparel retailer in Spain.

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But there is also a price to pay for it. Earlier, there was news explosion. Primark clothing labels appeared on the clothes factory workers for help, which means "forced to work for a long time" and "a humiliating sweatshop environment".

Social media helps a lot

Cheap is a big move for Primark, but it's not the only trick.

Although Primark has not launched the Internet sales channel, they invest a lot in online, mainly in the operation of social media. They are updated in minutes to show their close ties.

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At present, Primark has about 25 million fans on instagram.

Primark, who rarely paid for advertising on the Internet, is smart enough to guide people to do some spontaneous publicity on social media: they can take pictures of themselves in the latest Primark style to take a self timer, and then use #Primania's tag Po to instagram to attract fans to comment and praise. The best works will be Po to the LED screen on the next line to stimulate a new round of purchase.

This strategy has increased the stickiness of fans, provided sense of belonging and participation, and effectively improved sales. The key also saved a lot of advertising fees, not too cost-effective.

Shop design is also a skill.

Most Primark will choose students, especially the gathering place of college students. The reason is self-evident.

However, in addition to site selection, the design of Primark stores is also a lot of skill. Of course, the core of all the core is to help consumers to buy the goods they need as quickly as possible.

For example, basically every Primark store will have quite a number of fitting rooms to prevent the long queue from blocking the aisle, and highlight the price tag of the dress so that you don't need to look around.

In addition, because all the clothes in Primark are updated at a fast speed and the new ones can be sold quickly, they do not need a lot of storage space. Instead, they leave as many places and aisles as possible for the merchandise. As far as Primark is concerned, you can often see that the cargo crew will move the new money directly to the selling platform instead of moving it to the warehouse first.

On the other hand, Primark, a low price oriented strategy, does not want to impress users too much on shopping experience. Therefore, in decorating, they will take the fashion route as far as possible and adopt bright colors to match many murals with considerable style.

Primark has said that its own price is low because it is used and others.

Totally different ways of operation, through smarter, streamlined operation and cost reduction, eventually saved the money that consumers saw "ten yuan and one T". Do you agree?