The clothing industry in the UK has experienced intense changes resulting from the growth of discounted clothing selling. The position of discount fashion retailers including Primark and New Look has been significantly challenged by the entrance of supermarket operators such as George at Asda and Tesco while intense competition from international chains such as Gap, Zara and H&M has also increased due to the accelerating pace of globalisation. As a result Whitefield (2001) argues that the UK fashion industry industry is one of the most competitive in Europe with multiple fashion retailers having captured approximately 70 per cent of the overall clothing market in turn generating a high concentration within the industry.
Purpose of study
The main objective of the research is to find out the Specifics of marketing communications in the launch of new Primark product for Global Fashion Business. Integrated Marketing Communications (IMC) is defined as A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
What are the specifics of marketing communications in the Primark launch of new Primark product for Global Fashion Business?
Significance of study
Their IMC process model demonstrates how integrated marketing communications work from sender to receivers. They agree that, their model derives four basic elements of Schramm's (one of the earlier communication theorists) communication model including sender, message, media and receiver. Against the backdrop that Schramm's model was simplistic, Pickton and Broderick (2005) included the notion of marketing communication context that encapsulates the macro and the micro business environment within which communications take place.
CHAPTER 2: LITERATURE REVIEW
Primark was first established in Dublin, under the name of Pennies, which, situates itself amongst the retail market in the service sector. Trading in over 125 stores, and currently taking over little woods stores, additionally opening up another 65 stores this year. Primark currently targets the under 35's, with there up to date fashion conscience clothing lines, at low cost prices encompassing the brand mark “Look Good, Pay Less”. On average each item in store is around £3-4, which compared to other retail stores is exceptionally good value for money. Primark has expanded into many departments including, ladies, men's, children's lingerie, nightwear, footwear and home ware. This means it comprises a large threshold population, attracting a high volume of customers. Unlike other stores, Primark has a considerably large selection of lines, and stock constantly changes to meet demand, acting as a high street warehouse.
The Fashion Industry
There is growing interest in the study of the retailing industry since there has been significant growth in this retail sector with ...