Key Changes in UK Fashion Clothing Market: Primark Strategies

B09919
CASE
STUDY

Table of Contents
INTRODUCTION...........................................................................................................................3
Identification of key relevant changes in UK fashion clothing market...........................................3
1. Change in customer taste and preferences:...........................................................................4
2. Customer engagement:.........................................................................................................4
3. Change in exhibitions for sale:.............................................................................................5
4. Trends in shopping on social media:....................................................................................5
5. Instant fashion recognition:..................................................................................................5
6. Importance of fashion show:................................................................................................5
7. Physical versus fashion:........................................................................................................5
8. Sales centric to brand centric:...............................................................................................6
Strategies and tactics used by Primark to respond major changes in fashion clothing market.......7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
This report is based on research on recent trends in UK fashion clothing market. It
will cover identification of key changes in UK fashion industry. The selected
fashion retail company for research is Primark which is an international retailer
firm offers latest fashion, beauty and homeware products at best prices. It was
established in 1969 and operates more than 370 stores all over the world. This
report will provide analysis on Identification of driving factors of clothing
industry, exploration of people preference and taste, understanding the consumer
behavior and customer opinion on shopping at retail shop. The competitor taken
for chosen company is Asda. Second half of this report will discuss the
suggestions and strategies adopted by Primark to overcome major changes happen
in UK based fashion industry.
The UK clothing market is expected to cross £46.3bn at the end of 2020; the
growth rate taken is 10.4% between 2020 and 2024. Inflation rate continues boost
fashion market but experiences decline quantity sale in 2019. It is expected that
Primark will overcome this deficiency over 5 year’s period of time.
Identification of key relevant changes in UK fashion clothing
market
UK fashion clothing industry is big industry all over the world; from retail outlet
to online shaping takes many decades. Now purchasing is not only the process of
buying goods and services physically from shop, mall or show rooms; moreover
customers start preferring online shopping in these busy routine work
requirement. Online shopping is become emerging market where small marketers
get equal expose and opportunities as like big retailers. Increasing traffic over
online platform also raises competition between various small and large
enterprises (Lo, Yeung and Cheng, 2012). The battle is for providing best
customized product at convenient prizes. But latest reports say that still in

clothing industry; fashion aspirants popular brand clothes to showcase others.
Fashion raises the attitude of showcasing personal attire to others and brand ranks
number one which provides extra value and uniqueness to product (Bakewell,
Mitchell and Rothwell, 2006). Some of the important key relevant changes in UK
fashion market are discussed below:
1. Change in customer taste and preferences:
After researching past trend it was found that customer’s tastes and
preferences has taken several variations especially in fashion industry of UK.
Fashion clothing market is one of the most rapid change industries as
compare to other sectors such as automobiles, cosmetic, real states, education
and construction. These rapid changes occur due demand by customers. The
main reason behind this is meant to be Hollywood stars and idol models. Last
year sales of Asda and Primark shows that every week customers demand for
new design in clothing and more 80% customers showed positive response
towards latest product launch in the market. This creates competition between
clothing sector to do research and launch latest product in the market. Past
trends of customer preferences show that in 2011 only 15% customers
showed positive response but in 2019 end more than 80% client’s shows
positive attitude over change in design fashion and pattern (Hines and Bruce,
2007).
2. Customer engagement:
Retailers always gives priority to customer engagement; recent trend analyses
reveals that marketers makes strategies to find ways on the basis of
information, convenience and entertainment to benefit customers for their
engagement with company. Competition has increased where innovative
ideas and innovations in product make it difficult for retailers to work with
old tactics. Analyses on expenditure on customer preference research by
marketers shows that spending by retailers grows by 15% every year but in
2017 48.9% growth in this expenditure has been noticed (Brooks, 2019).