Primark's main competitive strength, says its parent company, is price: 'We want to be known first and foremost for amazing prices'. Teens and 20-something consumers also respond to the retailer's in-store experience, as well as its low prices and on-trend fashions.
The new Madrid store, for example, is equipped with digital LED screens that flash bespoke content and with unique artwork to engage and amaze shoppers. This puts Primark right in the heart of its competitor Zara's territory and sends a message about its positioning and its customer appeal.
With 2.4 million Instagram followers, 4.3 million Facebook likes, 29.5k Pinterest followers and 120k Twitter followers, Primark is taking its message of low-price, fast-fashion to the world via social media marketing.
