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Primark benchmarks in high turnover fashion

Budget fashion chain Primark is known for cheap, high turnover fashion and targets youngsters. The business model is designed to produce low cost goods. It keeps costs down by not spending on advertising and buying in bulk to achieve economies of scale.

Primark uses 1,700 supplier factories globally to stock its 290 stores in Britain, Europe and the United States. The factories used by Primark employ about 7, 50,000 people, which impact 2.4 million people, factoring in families of workers.

It started projects in the cotton fields of Gujarat in 2013 in a sustainable farming initiative known as Cotton Connect that recruits female smallholder farmers. It has now expanded to 10,000 farmers in India producing cotton.

Primark, in Ireland, offers women’s wear, lingerie, children’s wear, men’s wear, footwear, accessories, hosiery and home. It manufactures its own merchandise and its technology, efficient distribution and volume buying enable low prices. It doesn’t have an online store. The retailer’s main strengths are impressive depth and breadth of offering, daily replenishment strategy, elevated store service and alluring styling with basic apparel plus trendy accessories. It sells more clothes than any other retailer in Britain. The stores have a youthful décor, neon signage and smart phone charging stations.