Primark is a large low cost Irish fashion outlet present on most high streets in the UK and is spreading into Europe and America. It's branding is clear and recognisable as the word 'Primark' using the colour scheme of blue and white.
The first store was founded in 1969 by Arthur Ryan and is still open today on Mary Street in Dublin. Since then there are now over 350 stores, the biggest being in Manchester, England.
Primark is extremely popular, particularly among young females looking to find an affordable way to keep up with all the seasons trends. Stock is regularly updated to reflect popular fashion styles. Primark recently launched an initiative called #Primania which provides a platform using a hashtag for customers to upload photos of themselves wearing combinations of clothes and accessories bought in store, this gives people the opportunity to put themselves out their as a model and have their photos uploaded to the online gallery and displayed on shop LED screens across the 350+ stores and also provides great advertisements for different combinations of their clothes.
In addition to stocking thousands of items of clothing Primark also has a sizeable shoe section along with a growing homewares section which is increasingly becoming well known for stocking pop culture items such as Harry Potter and Friends merchandise thus imitating what Target does in the U.S.
After much media attention for poor ethics with regards to working condition within factories and stores, the company pledged to improve it's ethical standards. They do not own any factories but now make sure they only work with factories who meet the international standards for working conditions. They have very strict policies regarding child and slave labour and work to ensure that these practices are not used within their supply line.
With a huge range of stock from the price of less than £1 up to around £30 it might seem odd that Primark can produce clothes ethically. They explain that because they have so many shops and sell thousands of the same items they are able to make huge savings by putting in large orders. They also explain that they do not spend money on tv advertising and do very little marketing in general. In addition to these cost savings they also use basic hangers and simple packaging.
To ensure that no labour is wasted, any clothes that are not sold are donated to Newlife a charity based in the U.S. which provides support for disabled and terminally ill children. They promise that all raw materials used in clothes is sourced responsibly and are investing in research to improve the impact that using dyes has on the environment.
As far as fashion goes, Primark is becoming the choice retailer for almost all girls and young women as they are looking for clothes that will allow them to affordably be on trend all year.