After The Financial Crisis, The Middle Class Turned Into Reality And Regarded Primark As Armani.

well-known

Fiona McIntosh, a former editor of the magazine, said in a recent column in the British Post website that Britain / Ireland

Cheap brand Primark / Penneys is not only a mother's purchase for children.

The preferred brand is now a one-stop shopping place for the middle class in the UK.

Fiona McIntosh said that after the financial crisis, cheap brands Primark became popular and the middle class became more realistic.

She said that the adult middle class around her was no longer shy of wearing the brand, but rather proud of wearing Primark.

This kind of argument has occurred after the financial crisis. At that time fashion magazines and fashion people had been bragging about the mixture of fast fashion and luxury goods. Only 10 years later, the consumption power of the middle class not only failed to improve, but also declined. In the face of economic uncertainty and low wage growth and deflation of the European Union, even fast fashion brands were forced to cut prices, and Primark became a new favorite.

In addition, you can buy a T-shirt from 1 pounds to 10 pounds of dress skirts and handbags, and everything is available, and the quality to price ratio is not inferior to that of fast fashion, but it is several times lower than that of fast fashion brand. Because, after all, whether you are a fast fashion brand or Primark Primark, you will probably wear a season, or even a few water will be thrown away.

In fact, from the side, Marks & Spencer Martha's same name dress, the most popular brand among the middle class in the UK, has been declining for the past five years, and it can also prove how Primark takes the upper hand.

Consumers' criticisms of Marks & Spencer undoubtedly point to the fact that they are not only expensive, but also can not keep up with the latest trend, and these two points have reached the limit of Primark. So far, the brand has not set up e-commerce websites or sold with the help of third party e-commerce platform. Because of the low price, the brand can not bear the profit erosion caused by logistics costs.

Because of the low price, Primark has become the best clothing brand in the past three years.

According to the data, in the 2015 fiscal year ending September 12, 2015, after the exchange rate was removed, the annual income of Primark was 13% higher than that in the 2014 fiscal year, and its income rose by 8% to 5 billion 347 million pounds in real terms.

At present, in addition to previous European countries such as Spain and Portugal, Primark has expanded to a more competitive market in France and the United States, and has performed well. Its presence in the US market is forcing its rival Japanese brand Uniqlo UNIQLO to close.

Primark's biggest "taint" may be the sweatshop problem. Many consumers have previously found "sweatshops" for help in Primark's clothing. However, such problems also occur frequently in competitors H&M, Gap, Zara, Uniqlo and UNIQLO.

In addition, during the period of economic prosperity, the middle class may think that this is a matter of principle and refusal to buy, but no one is really considering it in actual economic downturn nowadays, after all, price is the most important decision-making factor.

As for Primark's popularity with the middle class, even "Primarni" has become a proper noun. Fashion designers say that the new word mixed with Primark and Armani has made the brand more elegant and not as cheap as its price.

Armani Armani is a well-known luxury brand in Italy.

Of course, some people think that the argument of Fiona McIntosh is biased, indicating that the middle class who buy Primark is only a blue collar worker who thinks he is a middle class.

However, as a former editor, and Fiona McIntosh McIntosh, a beauty company Blow LTD, obviously should be regarded as the middle class.

In addition, it is reported that 90% of the British consumers are Primark customers. Therefore, Primark Primark is indeed a popular brand. As a "spindly" middle class structure in developed countries, it is no doubt that the middle class is dominated by Primark.