Primark Segmentation
Primark: Primark sells its products both to young and old people, but does a segmentation between the two age groups. So, one substantial segmentation that Primark makes regards the age of people. The market company analyze people of around 16-25 years old and people aged from around 45-65 years.
As established by Mintel (cited in Oxborrow, L and Brindley, C (2012:p883) says: ’Older consumers have chosen to favour lower priced clothing in order to save money, rather than buying less’ indicating that the demand for fast fashion retailers -like Primark- concerns the older consumer as well as young.
Example of research: (In this case targeted people are youth)
‘self-centered, techno savvy, environmentally-conscious’ millennial generation (Gurau,
C. 2012) of around 16-24 years old. This is highlighted in an article in Retail Week which confirms that despite the 16-24-year-old consumer group’s inclination to continue visiting bricks and mortar store, they will frequently opt to ‘make their final purchase online’ (Heywood, L.
2014)
As established by Mintel (cited in Oxborrow, L and Brindley, C (2012:p883) says: ’Older consumers have chosen to favour lower priced clothing in order to save money, rather than buying less’ indicating that the demand for fast fashion retailers -like Primark- concerns the older consumer as well as young.
Example of research: (In this case targeted people are youth)
‘self-centered, techno savvy, environmentally-conscious’ millennial generation (Gurau,
C. 2012) of around 16-24 years old. This is highlighted in an article in Retail Week which confirms that despite the 16-24-year-old consumer group’s inclination to continue visiting bricks and mortar store, they will frequently opt to ‘make their final purchase online’ (Heywood, L.
2014)