Adored by fashion fans, the Irish clothing brand is the new trendy destination without breaking the bank.
This Irish
clothing retailer offers a wide range of products: whether it is for babies,
kids, women or men. It also sells products such as accessories, cosmetics, household
goods and confectionery. Primark opened its first store in Dublin, Ireland in
1969 and operates today in over 270 stores across Europe and the US.
“What Beatlemania was in the 1960s, Primania is for the modern teenager." [i]
“Primania”
is the term used to describe the intense frenzy directed towards the brand, provoked
by the euphoria felt over its affordable fashion products.
A highly anticipated opening
Almost two years after its arrival
in France, the fast fashion company opened its sixth store in the shopping
center La Part-Dieu in Lyon on 23 October 2015. Based on
3600 m² of retail space, this new shop should enjoy the same success as its “predecessors”
in Marseille, Dijon, Aulnay-sous-Bois, Villeneuve-la-Garenne and Créteil.
In Lyon, the chain has lived up to
its reputation. Like the anticipation for a concert, thousands of impatient
customers gladely waited several hours to attend the opening which was set at
11am. In accordance with all its store openings, the cheap fashion brand
generated a form of mass hysteria which provoked endless queues composed of fashion
victims - often young girls between 15 and 24 years of age.
Nevertheless, Primark launched its
store opening in Lyon with a big bang - everything was meticulously planned.
Indeed, the Irish brand created a buzz, bringing together more than 2,500
people, creating queues of over 500 meters on two different floors. In store the company held a thorough marketing strategy including music, blue
balloons, candy, costumed characters, round of applauses as well as guards of honour,
all carried out by the employees for the consumers. When the doors opened, a
crowd of women rushed in, clutching shopping bags to gather up their loot. At
the end of their shopping experience, customers were able to leave with Polaroid
memories. The scene, captured in a video[ii],
is common for Primark - this is “Primania”.
No
obstacle could disturb or hinder visitors’ shopping. In fact, despite two
lengthy blackouts and cold sweats for the security staff, customers continued
their purchases. Some even put their mobile phones in flashlight mode to
continue their frantic shopping.
Primania through social networks
"Primania" goes beyond the frenzy generated during shopping. Indeed,
the arrival of the brand in Lyon had, even before its opening, created a buzz
on social networks. There was a huge public expectation as on the official
Facebook event more than 3,200 people were “interested”, and 23,000 said they
would “attend”. Moreover, barely a month after its opening, the Primark Lyon page
hit 17,402 likes. The “Primania” is also seen through thousands of Tweets, videos,
photos published during the first month highlighting customer impressions,
purchases etc.
Primark disrupts prices within the textile industry
The textile market is complex and
highly competitive. However, Primark has quickly managed to impose its
presence. In fact, in addition to becoming the new price reference - formerly
held by H&M, which was positioned just below the market average - Primark
managed to establish fashion and a trendy image, combining technical excellence
and creativity in order to anticipate and accommodate fast changing trends. The tactics will hopefully make people forget the shocking case of child labour in
Indian factories.
Primark
is primarily eagerly anticipated by people in Rhône-Alpes because it conveys a very cheap
image, made possible by its high volume policy. Indeed, the multinational
company attracts “fashionistas” by offering dozens of collections a year as it
imports large volumes from 700 suppliers located mainly in Turkey, Moldova,
China, Vietnam and Bangladesh.
On
average, Primark shoppers spend half while buying three or four times more products
than if they were to buy in another fast fashion companies, such as H&M. An
average receipt of only €30 for 6 items is what aroused the curiosity of the
Rhône-Alpes people.
A strategically dynamic launch
In 2014,
Primark attracted around 2 million buyers throughout its five French stores,
with an average shopping basket of €63.20, representing a turnover of about
€126 million. However, the brand remains extremely discreet about its financial
and business future in Lyon. Officially, the group simply announced an increase
by 13% in its global sales for 2015. This brand seems unstoppable as it has set
to establish itself in several other French cities by 2017, such as in Toulon,
Toulouse, Metz, Nice and Val d'Europe.
[i] Primark is now a European giant set
on fast-fashion domination, Irishtimes.com
Hello Margo
ReplyDeleteI find your article very interesting and I would like to ask you a question about the Primark in Lyon. I would like to know if you think that the opening of a Primark shop in the Part-Dieu Mall will affect positively this shopping center, I mean if it will attract more clients.
Thank you
Alonso B
Hello Alonso,
DeleteThank you for your question. Actually I can tell you that the arrival of Primark in Lyon will be very beneficial for the mall as well as for the region, increasing its frequentation and creating jobs.
On the one hand, this implementation promises to benefit to the Part-Dieu mall as we know that the presence of Primark in a shopping center increases its number of people visiting by at least 10%. Indeed, Primark has already revived and even saved some French mall. At O'Parinor and Crétail Soleil in Paris, the frequentation rose by 31% in one year, representing 3 million more visitors. It is estimated that customers spend on average 40 minutes in Primark and another 40 minutes in the mall.
With the arrival of Primark, the Part-Dieu foresees a 20% increase in attendance within 6 months. Moreover, it is estimated that not only people living in Lyon but also those living in the region will benefit from this opportunity: customers seem to be ready to do a couple of hours drive to do their shopping there. Primark attracts new customers and that’s why other shopkeepers are also excited about this new arrival as they see it as an opportunity for everyone.
On the other hand, the store opening created jobs. Indeed, the company received 5,400 applications and hired 570 people for its new shop, 460 of whom were unemployed. Thus, this implementation benefits to everyone!
I hope I answered your question.
Margo V.
Hello,
ReplyDeleteTo answer your question Alonso,I've already been in Primark in Lyon few weeks ago,just after its opening and it was terrible.I mean people were fighting each other to get the last pair of shoes or other clothes and the queue was very huge (starting from the level below) as Margo explained in her article.
What was good is that most people went in Primark so the other shops were almost empty but I think that now when people will go to the Part-Dieu mall it's for Primark because in this way they will no longer have to go in Paris or Marseille to find one.
Laurine V.
Hello Laurine,
DeleteAs I explained to Alonso, the arrival of Primark benefited and will continue to benefit to the whole mall. Others shopkeepers are really excited about this opportunity as the number of people visiting the mall is increasing since one month. Moreover, you are a good example of what a said: now people from different parts of the region are coming to the Part-Dieu.
I think it's normal that, during this first month, other shops were empty because of the Primania, but in the long term it will be a huge advantage for everyone.
I agree with you about the fact that now we will be able to take advantage of the proximity of this new shop.
Thank you for your comment!
Margo V.
Hello Margo,
ReplyDeleteThank you for this article. I really like Primark, i used to shop there every month when I was in England. I loved the originiality of the items of clothing, and it was very affordable! Do you know if Primark has policies related to child labour ?
Irène L.
Hello Irène,
DeleteThank you for your pertinent and interesting question.
As I mention in my article, the brand faced, a few years ago, some problems about child labour, especially in India. Indeed, in 2008, the BBC TV Panorama program showed to the world a video in which we could see three young boys being used to manufacture clothes sold by the famous Irish brand. In 2011, after many investigations by Primark, it was confirmed that the video was fake. Just after that Primark tried to improve its image, setting up various campaigns highlighting working conditions in its factories.
Primark implemented a Code of Conduct prohibiting child labour and promoting their rights. Moreover, the company works with international organizations and local partners in order to better foresee risks in each of "its" factories and to make sure there are no children working there: every single factory is carefully audited, only people of legal working age can be hired. Finally, since 2009, the company has a partnership with SAVE (Social Awareness and Voluntary Education) to provide support and education to workers, children and communities in south India, not only where factories are implanted.
If you want more information about the ethics of the company you can go on its website page, everything is explained.
Thank you again!
Margo V.