In this final task of the unit, i have described the differences in the characteristics of a niche fashion retailer with those of a mass market retailer. This is really useful and well detailed report of 'niche fashion' vs 'mass market retailer'. -P6
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Business 2010 QCF
Unit 31 - Fashion Retailing
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Unit 31: task 4
In this task, I will be describing the differences in the characteristic of a niche fashion retailer with
those of a mass market retailer.
Mass market (Primark)
Different types of outlet
Primark has expanded over the past few years and has managed to open different types of outlets.
Most of Primark’s stores are located on high streets, these stores tend to be very big with almost
every Primark product available there. However, with the success of their brand image and profits
increase, Primark has managed to open a store in Selfridges, this means that Primark has a
concession store. Primark’s stores are operated internationally as different types of outlets.
The Primark stores that are in London are located on high streets. The reason to why they are mostly
located on high streets is the marketing mix Primark has used in order to locate their stores where
they could market their products close to their target market. Primark targets both male and female,
as well as every age group. Therefore, placing their products in a capital where everything is likely to
be expensive, they are aware that people would like to spend less on clothing, homeware and
accessories. The stores In London are very close to each other. Some stores are literally 10 minutes
far from another. For example, there is the biggest Primark store in Oxford Street, then there is
another one down in Oxford circus. This isn’t including the Primark concession store at Selfridges
which is in the between oxford street and oxford circus. The reason to why Primark has located their
stores in these places is because, these areas are the most visited place in London for shopping. Also,
the fact that they’re so close is for customers to visit another local store if they’re not able to find a
product they’re looking for. Also, the fact that Primark is always busy and crowded, they decided to
open a few stores on the same region due to its customer base and location of the city.
As mentioned, Primark is now available in one of the biggest department store, Selfridges. Primark’s
concession stores are very limited; however, this still supports the fact that Primark have concession
stores. The concession stores they have is in both the Selfridges in the UK, this is in Manchester and
London. Selfridges is known to be a big department stores for mostly high end fashion retailers and
other exclusive and luxurious accessories store such as Rolex, Hublot and Cartier. This helps Primark’s
brand image grow in the eyes of the public and those who shop at Selfridges. The difference
between the Primark stores in Selfridges and those on the high street doesn’t mean their products
are any different, only their system is. For example, products that are sold in Selfridges for Primark
would be the exclusive and new collection products with limited stock. This also means that
Primark’s concession stores are not as busy and crowded as the high-street ones, they’re much more
organised. As I mentioned, the stock level will be limited of exclusive Primark products, the reason to
this is that it helps Primark build their brand image and fit well along with all the other high end
brand stores in Selfridges.
Different types of Designers
Primark is a low-end fashion retailer; this means that their products are not designers that set trends
in the fashion market. In fact, Primark mostly copies trendy items and sells it at a cheaper price with
a lower quality, in other words brand-less designer products. However, Primark does have many of
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