Economy Range - Primark

                                                         

As part of my Fashion Industry module I have to create a shop report on 3 different stores from 3 different market levels. I have to analyse each store on Visual merchandising, Product range presentation, Location of product ranges in relation to the customer flow through the store (Windows, entrance, pause points, pay points & exit). I have decided to look at the well known store Primark for my Economy Range.

 Primark is currently promoting its autumn/winter collection using the slogan ‘All wrapped up’. The shop windows have both dressed mannequins and advertisements to try and attract the customers into the shop. The advertisements are promoting winter accessories and to draw the customers into the store they have included the price on the image to try and generate more sales.Inside the store different garments are grouped together such as jeans are all in the same area of the store making it easier for the customer to find what they are looking for. In store mannequins are also used as pausing points to help promote more of the collection. Primark is the very definition of fast fashion which is shown by having 15 cash desks and using an electronic voice to move the customers along, generating sales is the main priority of Primark rather the customer’s store experience.