As Primark steadily introduces itself to consumers across the U.S., the company also is introducing a new approach to value-priced fashion — one that doesn’t include unpalatable trade-offs in the form of quality or sustainability.
The fashion brand has been a mainstay in Europe for decades but is largely unfamiliar to U.S. consumers. As domestic customers experience the Primark brand for the first time, they may be surprised by the quality of its products given their low price point. They would likely be even more surprised to learn about the company’s aggressive sustainability practices, which include rigorous emissions goals, the rollout of product repair workshops and responsible materials sourcing (more than 65% of the company’s products are made from recycled or sustainably sourced materials).
In this week’s episode of the Retail Remix podcast, Primark’s U.S. President Kevin Tulip shares how the company is able to maintain these standards while still keeping prices low.
“We’ve been in business since 1969, and as we’ve continued to grow, the one big part of our business that we’ve stayed true to is keeping things lean and keeping things simple,” he shared. “Ultimately, that’s done to deliver that price to our customers. Everything from how we design and produce centrally, but also how we operate our stores, how we operate different countries within Primark, there’s constantly the view of, Is this the simplest way? Is this the most efficient way for us to be able to operate our business?”
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Of course, there’s more to it than that, including an early start in sustainable sourcing, and Kevin shares it all in this episode, along with some enticing details about the company’s forthcoming NYC flagship in Herald Square. While he was unable to give a firm date for the opening, he did say that “we are hard at work with the plans. Anyone who knows Primark is going to be seriously blown away by that in-store experience, and if you don’t know Primark and you walk in there, I think it’s going to be unlike anything else that you’ve seen in retail in the U.S.”
Tune in to the full episode below or anywhere you get your podcasts for more nuggets from Kevin, including:
- How the company is adapting to American consumers without abandoning its global blueprint;
- How Primark balances its centralized inventory model with regional flexibility; and
- What makes the brand’s no-ecommerce, no-discounting approach work.
