This Is Italy
The fast-fashion giant Primark is spreading its wings in Italy. The brand is the first to land in the fashion capital Milan, but it has plans for 3 stores in the near term.
The 3 stores must all be open within the next 12 months. The British clothing store – often nicknamed Primarni – starts in good spirits in the hometown of Versace, Prada and Armani.
primary
A name for the discount clothing store Primark, derived from combining Armani with Primark to make an ironic word which indicates just how un-designery Primarky is. First heard on TV by Sugar Rush actress Olivia Hallinan.“My student loan is in so I'm heading down to Primarni for some bargains”
“That's a nice skirt” – “Thanks, it's Primarni” – Urban Dictionary
The news was unveiled at the same time as the store announced that its first store in America will open in September.
According to John Bason, Chief Financial Officer of Primark, expanding to Italy is a logical step. After Germany, the Italian market should become the largest in Europe.
Bason did acknowledge that Italy will be a bit more difficult than France, the Netherlands or Germany. Primark follows a cautious strategy: opening a few stores first to get people used to the range and formula, and then accelerating.
The United States is also seen as a difficult market. Primark has 8 stores planned here for the time being. The first will open in Boston.
In Primark's home market, Great Britain, sales at existing stores rose between 1 and 2 percent this year.
Source: South China Morning Post
Comments