Fashion retailer, Primark, has already established a loyal customer base when it comes to their physical stores. However, as a result of the pandemic, many were hoping to see this high-street shop hit the online market. The company could soon witness a loss of more than £1 billion, from refraining to do so.
Primark’s resistance to adapt to the digital market could be due to a number of reasons. Firstly, starting and maintaining an online business comes at a high cost. There is also the necessity of an eye-catching website, with high-quality pictures of the products, in order to reduce the number of clothing returned. There is also the consideration of logistics and finance systems. Simply put, entering the digital market can be a successful investment but also a complex leap, even with companies that have already established a safe customer base.
At this moment in time, Primark has demonstrated no intention of expanding their brand online. If the company were to do so successfully, this could potentially threaten the jobs of Primark workers across their 389 global stores. Nevertheless, this appears highly unlikely. Last year, rumours circulated that Primark would begin selling their clothing through Amazon, as a result of COVID-19. It has since been confirmed that there is no partnership between the two brands, and any Primark items sold on Amazon are done so through third parties, at higher prices.
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