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Primark - Verdict Company Briefing

Primark - Verdict Company Briefing


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Executive Summary

Primark continues to deliver a very strong trading performance as it expands through new stores, while its improved fashionability, faster turnaround of trends and value credentials are particularly attractive for consumers in a challenging economic environment of lower discretionary spending. This Verdict company briefing includes estimated sales data and market shares for clothing and footwear.

Key Findings

Consider your own international expansion strategy by building awareness of Primark's international plans and opportunities for new market entries.

Justify and inform development of new store concepts and routes to market by uncovering Primark's activity in this area.

Benchmark Primark's performance in clothing by using Verdict's proprietary sales data for womenswear, menswear, childrenswear and accessories.

Synopsis

Primark expects group sales to grow by 14% in the first half of its 2013/14 financial year - in line with its Christmas trading performance. Primark has maintained a competitive advantage over key rivals such as H&M and New Look in the UK due to its strong value offer, and we expect the retailer to outperform the clothing and value sector in 2014.

Operating profit increased by 44.4% and reached over GBP500m for the first time in 2012/13. Primark has impressively experienced double digit sales growth at group level for more than 15 years, and for the past two years has returned its UK business back to double digit sales growth.

Given that Primark's core customers are aged 16-24, the retailer has been slow to embrace digital marketing to connect with shoppers and create excitement about the brand to build loyalty. Though it launched its own Twitter account in November 2013, it is years later than many of its rivals such as boohoo and New Look - giving them an advantage.

Reasons To Buy

How have Primark's clothing sales and densities developed and how does Verdict see this changing? How does it allocate its space between categories?

What is Primark's share of the womenswear, menswear, childrenswear, accessories, footwear and value clothing markets?

Which customer segments visit Primark for clothing & footwear? What challenges does it face from its core customer base of 16-24 year olds?

1 Outlook

1.1 Overview

1.2 Store Expansion

1.3 Sector Opportunities

1.3.1 Homewares

1.3.2 Sportswear

1.3.3 Menswear

1.3.4 Multichannel

2 Recent Key Events

2.1 Overview

2.2 Personnel Changes

2.3 Store Expansion

2.3.1 Primark consolidates Leeds presence

2.3.2 Primark to open seven US stores in space leased from Sears

2.3.3 Primark to expand outside Europe for first time with US entry

2.3.4 Primark to buy Birmingham shopping centre and turn it into flagship

2.4 Health & Beauty

2.5 Clothing

2.5.1 Robbie Williams' brand Farrell launches in stores

2.5.2 Introduces new fitness clothing range in time for 2014's January fitness frenzy

3 Financial Performance

3.1 Overview

3.2 Current Trading

3.2.1 2014/15 trading

3.2.2 40 weeks to 20 June trading

3.3 Five Year Key Statistics

3.3.1 Group

3.4 10 Year Trading

3.5 10 Year Space

4 Operating Performance

4.1 Overview

4.2 Clothing & Footwear Proposition

4.3 Sector Summary

4.4 Clothing

4.5 Footwear

4.5.1 Sales

4.6 Underwear

4.6.1 Sales

5 Customer Insight

5.1 Overview

5.2 Clothing

5.2.1 Key findings

5.2.2 Visitors

5.2.3 Main users

5.2.4 Conversion rates

5.2.5 Loyalty

5.2.6 Competitors

5.3 Footwear

5.3.1 Key findings

5.3.2 Visitors

5.3.3 Main users

5.3.4 Conversion rates

5.3.5 Loyalty

5.3.6 Competitors

6 Methodology

6.1 Methodology: Outlook

6.1.1 Financial information

6.2 Methodology: Operating Performance

6.2.1 Verdict company briefing

6.2.2 Financial information

6.3 Methodology: Customer Insight

7 Appendix

7.1 About Verdict Retail

7.2 Disclaimer

Figure 1: Primark homewares, 2015

Figure 2: Primark Workout range, Oxford Street Marble Arch branch, 2015

Figure 3: Primark website, 2015

Figure 4: Primark P.S. Beauty, 2014

Figure 5: Primark Workout range, 2014

Figure 6: Primark group sales (GBPm) and year-on-year change (%), to September 2010-15e

Figure 7: Primark group operating profit (GBPm) and year-on-year change (%), to September 2009-14

Figure 8: Primark sales split by geographical region (%), 2010-15e

Figure 9: Primark total UK sales (GBPm) and year-on-year change (%), to September 2010-15e

Figure 10: Primark UK sales mix (%), 2014/15e

Figure 11: Primark UK clothing sales mix (%), 2014/15e

Figure 12: Primark UK clothing sales (GBPm) and year-on-year change (%), to September 2010-15e

Figure 13: Primark clothing sales densities (GBP/sq ft) and year-on-year change (%), to September 2010-15e

Figure 14: Primark UK clothing market shares (%), 2010-15e

Figure 15: Primark UK womenswear market shares (%), 2010-15e

Figure 16: Primark UK menswear market shares (%), 2010-15e

Figure 17: Primark UK childrenswear market shares (%), 2010-15e

Figure 18: Primark UK accessories market shares (%), 2010-15e

Figure 19: Primark UK value clothing market shares (%), 2010-15e

Figure 20: Primark UK footwear sales (GBPm) and year-on-year change (%), to September 2010-15e

Figure 21: Primark UK footwear sales densities (GBP/sq ft) and year-on-year change (%), to September 2010-15e

Figure 22: Primark UK footwear market shares (%), 2010-15e

Figure 23: Primark UK underwear sales excluding VAT (GBPm) and year-on-year change (%), to September 2010-15e

Figure 24: Primark UK underwear market shares (%), 2010-15e

Figure 25: Primark clothing visitor share (%), 2010-14

Figure 26: Primark clothing visitor share by demographic group (%), 2014

Figure 27: Primark clothing main user share (%), 2010-14

Figure 28: Primark clothing main user share by demographic group (%), 2014

Figure 29: Primark clothing conversion rates (%), 2010-14

Figure 30: Primark clothing conversion rates by demographic group (%), 2014

Figure 31: Primark clothing loyalty (%), 2010-14

Figure 32: Primark clothing loyalty by demographic group (%), 2014

Figure 33: Primark clothing disloyal main users' preference stores (%), 2014

Figure 34: Primark clothing main users' shopping around rates, 2014

Figure 35: Primark footwear visitor share (%), 2010-14

Figure 36: Primark footwear visitor share by demographic group (%), 2014

Figure 37: Primark footwear main user share (%), 2010-14

Figure 38: Primark footwear main user share by demographic group (%), 2014

Figure 39: Primark footwear conversion rates (%), 2010-14

Figure 40: Primark footwear conversion rates by demographic group (%), 2014

Figure 41: Primark footwear loyalty (%), 2010-14

Figure 42: Primark footwear loyalty by demographic group (%), 2014

Figure 43: Primark footwear disloyal main users' preference stores (%), 2014

Figure 44: Primark footwear main users' shopping around rates, 2014

Table 1: Primark company information, 2015

Table 2: Primark trading update

Table 3: Primark trading update

Table 4: Primark group key operating statistics, 2010-15e

Table 5: Primark UK key operating statistics, 2010-15e

Table 6: Primark group and UK trading record, 2005-15e

Table 7: Primark UK store portfolio, 2005-15e

Table 8: Primark clothing & footwear proposition, 2015

Table 9: Primark UK clothing sector sales excluding VAT (GBPm), 2010-15e

Table 10: Primark clothing visitor share by TV region (%), 2014

Table 11: Primark clothing main user share by TV region (%), 2014

Table 12: Primark clothing conversion rates by TV region (%), 2014

Table 13: Primark clothing loyalty by TV region (%), 2014

Table 14: Primark clothing drivers of loyalty (%), 2014014

Table 15: Primark clothing drivers of disloyalty (%), 2014

Table 16: Primark clothing potential main user gains and losses (%), 2014

Table 17: Primark clothing main users' other clothing stores used (%), 2010-14

Table 18: Primark clothing main users' retailers most used in other sectors (%), 2014

Table 19: Primark footwear visitor share by TV region (%), 2014

Table 20: Primark footwear main user share by TV region (%), 2014

Table 21: Primark footwear conversion rates by TV region (%), 2014

Table 22: Primark footwear loyalty by TV region (%), 2014

Table 23: Primark footwear drivers of loyalty (%), 2014

Table 24: Primark footwear drivers of disloyalty (%), 2014

Table 25: Primark footwear potential main user gains and losses, 2014

Table 26: Primark footwear main users' other footwear stores used (%), 2010-14

Table 27: Primark footwear main users' retailers most used in other sectors (%), 2014

Table 28: Sample sizes by sector, 2015

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