The Reasons of Primark Brand Loyalty in The Post-Epidemic Era Based on Marketing Mix Theory

Abstract

Brand loyalty has always been a hot topic in academia, with high theoretical and practical value. Primark is an Irish clothing retailer receiving consumers' favorites with affordable and fashionable clothing products. Meanwhile, unlike most brands, Primark doesn't participate in e-commerce sales and only carries out sales business offline. As a fast-fashion clothing shop, compared with the well-known global brands H&M and Zara, Primark's products are more affordable, while the product range is also more extensive. The epidemic has made a major impression on the global economy, which has also dealt a huge blow to the clothing industry. As for Primark, the closure of its shops during the epidemic caused a huge loss, but after the closure was over, Primark's shops had huge queues and saw a huge increase in sales in a short period. There is a lack of research on Primark in the academic world, and the research is not focused. Based on marketing mix theory, this paper adopts a qualitative approach to systematically sort out and summarize Primark's product, price, and promotion and explores the reasons for Primark's high brand loyalty. It was found that the diversity of Primark's product range, the cost-effectiveness of its price, the decline in consumer spending after the epidemic, and its digital marketing on social media were the key reasons for Primark's high brand loyalty.