Although the description of an "upscale discount store" may seem confusing, it pretty well sums up Primark's strategy in terms of in-store experience. By complementing its everyday low pricing policy with a uniquely upscale shopper experience, Primark is able to provide added value without changing its approach to production and distribution.
Ultra fast fashion brands like Primark are positioned to capitalize on the latest fads in a low-risk way, based on their enticing in-store layouts that contribute to the experience of the brand with little relation to the products themselves.
With current plans to expand into the United States, the Primark brand will attempt to translate its unique take on everyday low pricing (EDLP) to an American market that has showed a bigger interest in the high-low model in recent years.
Upscale Discount Store Experiences
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