Belying its value proposition, Primark’s press preview days this week revealed how sophisticated the company has become under the leadership of chief executive Paul Marchant, who has been in the job for more than five years.
For the first time, the UK, Irish and European press launches were combined in a two-day event in central London. In an impressively appointed setting, fashion press were encouraged to put WANT stickers on their favourite clothes and accessories so that the press team would know which pieces would be in demand for the consumer press and bloggers.
Drapers was mightily impressed with the sophistication of the offer – especially on the women’s stories, although the use of Harris Tweed in the men’s collection also got the thumbs-up from us. Marchant told Drapers that the eight or so UK flagships would get the full package of fashion looks, but every store would have an element of the boldest trends. He said that the balance of the offer overall for autumn 14 would be 60% fashion looks and 40% fashion basics.
The theme of the autumn 14 season is Adventure Awaits and the Dublin-based Primark photographed its striking publicity shots and promotional videos in the wilds of County Kerry in south-west Ireland. For the first time, all in-store shots, press photos and images used on social media will be the same to present a unified approach to marketing and communication via the various media.