Zara vs. Primark

Want to dress clothing fashion at a low price? Let’s review two of the largest and most successful retail apparel stores of the moment: Primark and Zara! Several categories will be reviewed and compared against each other in the following versus analysis:

• Pricing strategy: Primark is much more affordable than Zara. Specially in the US, where Zara is not positioned as low cost. In Spain (where Zara is headquartered) Zara almost double Primark’s prices.
• Corporate Strategy: Zara belongs to Inditex. Primark does not belong to any group. It just have other brand name for Ireland (Penneys is how they call it in Ireland, their home market).
• Fashion: Zara has much more fashion than Primark. In fact, the shelves are renewed every two weeks. In Primark you can find the same things for months.
• Location: Primark is usually located in the outskirts and Zara is usually located in the best street of the city. In fact, Zara has much more stores within the city but Primark is usually in situated in a shopping mall.
• Ambiance: In Zara you can breathe an elegant and polished atmosphere vs. Primark crowed and “big supermarket” environment with busy corridors.
• Positioning and clients perception: while Zara tries to “democratize fashion”, Primark is perceived as “the clothing supermarket” where you “grab” item as you go.

• Product range: Zara sells clothing (including shoes), perfumes and accessories. Well, they also have a sub-brand named “Zara Home” with stuff for houses like candles, sheets, pillows, etc. On the other hand, Primark has almost the same but in one place. (maybe Primark sells more accessories than Zara).
• Number of stores: Zara has 1,671. Primark 242 (figures by November 2012) — China: Primark is more focused in European markets. Zara has gone to China already.
• Lines: both have a long one, but Primark ones are longer but also they take advantage of it by displaying items that are on sale. After this “versus analysis”, do think Primark is under the “market follower” strategy? Will Primark be as success as Zara? Leave comments bellow and let’s discuss it!

Originally published at www.marketingandeconomics.com on November 19, 2012.