[Is Quality Important OR Price” The rise of Primark in the UK]

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

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Table of Contents

CHAPTER 1: INTRODUCTION1

The value branding concept3

Perceptions5

Attitudes9

CHAPTER 2: LITERATURE REVIEW11

Company overview11

Fashion Industry11

Consumer behaviour and clothing Primark products13

Analysis15

Fashion Industry Retailers16

Fashion industry intermediaries20

Fabric and apparel manufacturers23

Integrated service providers25

CHAPTER 3: METHODOLOGY28

Research Design28

Sample29

Wearer trials30

Focus groups32

SWOT Analysis32

Needs Assessment37

Instructional Design38

Development & Implementation39

Primark's Evaluation Plan for Training Programs41

CHAPTER 4: DISCUSSION AND ANALYSIS46

Pre-trial: common themes46

Post trial: common themes47

Diary conversation details49

Focus groups50

Current experiences50

Perceptions51

Barriers to adoption53

Improvements to supermarket brand image55

CHAPTER 5: CONCLUSION57

REFERENCES61

APPENDIX77

Chapter 1: Introduction

The fast fashion concept and the role of supermarkets as suppliers of clothing have grown considerably in recent years (Mintel Oxygen, 2007), changing the competitive landscape with the number of clothing items bought by the average customer almost doubling to 34 items per year (Attwood, 2007). It is argued (Bruce and Daly, 2006) that fashion consumers now expect and thrive on constant change.

The effects of the current external environment on consumers' buying habits have been well documented. Daley (2008) reported that consumer confidence was at a fifteen year low, adding that it was likely that consumption would be further constrained by limited disposable income growth and increased debt levels. The fashion market has already been affected by the growing financial crisis with Hall (2008) noting that clothing sales fell in September 2008 by 2.4% compared to 1.1% for other non-food products, suggesting that clothing is often considered a luxury rather than a necessity.

The economic climate has also influenced consumer behaviour with Finch (2008) reporting that consumers were trading down to cheaper brands. Tryhorn (2008) credits the value-clothing proposition with changing the way people shop on the high street. Similarly, Attwood (2007) points out that due to the low price, people are buying more clothes and treating fashion in a more disposable way. Poulter (2008) quotes Verdict Research, noting that while once designer brands were everything, there is now great cachet in picking up a bargain from the likes of Primark.

Mintel Oxygen (2007) reports that the largest retailers, especially supermarkets and Primark, have become bigger and that the value sector has outperformed the rest of the clothing market. Primark has been a retailing success, with Hawkes (2008) noting that the company seems largely immune to the credit crunch, referring to the “Pradamark” phenomenon, whereby customers mix and match designer purchases with cheap essentials. Jackson and Shaw (2006) suggest that the market is polarising between price-driven brands and stores, and those offering some added value benefit.

The economic changes have presented challenges for many mainstream brands across a range of product sectors. Value clothing has, however, been strengthened by changes in consumers ...