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PromotionCompanies within the fast fashion industry have multiple ways to promote their brand. Promotion, being one of the Four P’s is a very important and integral part of a marketing strategy. These include:-After-sale surveys-Customer appreciation events-Social media marketing-Merchandise sales-Store opening eventsBy incorporating these into Primark’s yearly plans, they could attract a higher target customer and entice them to come to the stores.PackagingBecause Primark is a brand and not specific product, packaging differs between what is purchased. However, good branding allows the logo to be easily recognizable. When merchandise is purchased, the customer receives a brown bag with the blue Primark logo on the side. The blue is also incorporated throughout the store through labels and receipts.SWOTStrengthsWeaknesses-Strong presence across Europe-Active Social Media-Strong and loyal following-Cheap production, maybe not too ethical-Website-Untidy stores-No specific target market
-Supermarket of Retail: wander the store, leaving with moreOpportunitiesThreats-Move to online in Canada-Can expand product breadth-Expand to other provinces-Brands can offer higher quality forrelative prices-Bad reputation-Giant competitorsCanadian CategoryCanada as a whole is a very attractive category for brands to expand to. In general, the Canadian Apparel Retail Industry possessed a 3.5% increase of value in 2017, reaching $22 575.6 million (MarketLine Industry Profile). This means that the industry as a whole is in growth and not decline which allows an opportunity for a new company to come in. Currently, in Canada there are little companies that are in the exact business of Primark. and focus on customers that Primark targets, the fashion forward budget friendly individuals.Target MarketsIn an interview conducted by Ľubica Knošková found that a majority of respondents (63.5%) sometimes shopped at fast fashion, 28.7% often shopped at these stores, and only 7.8% never shop (Knošková). This means that a majority of people would shop at a store like Primark to begin with. Due to the large amounts of possible customers, Primark has multiple target marketsdepending on the specific product line in question, for example, women, men, and kids. However, a main overall segment always kept in mind is the millennial generation. These are people who are aged, roughly, 16-30. Another large aspect of the target market of Primark is their income level. Looking at income, within Canada the average yearly income is $46 885 which again, aligns with Primark’s direct target (Statistics Canada). Often those who shop at Primark are more budget conscious and are more likely to purchase fast fashion. Therefore, a lot of Canadians can be placed in Primark’s target market.InnovationsMajor innovations in the fast fashion and retail industries right now have to do with
helping the company move to an eco-friendlier way of doing business. As a recent trend, consumers are more concerns of environments so that it is very important for fashion companies to act ethically and think of sustainability of their resources. The