Concepting Plus

pain points / chances
We used the information from our analysis, conclusions and recommendations to sum up important pains and gains.
Research showed that there is an important gap between the things Primark wants to carry out (their sustainability and CSR)
while they don’t communicate this to their customers.
Pain points
- Bad vision which is focused on money and profit
- Primark doesn’t communicate one clear vision, mission and one liner
- Gap between identity and reality; Primark wants to sell high quality but in fact the clothes are of poor quality
- Primark doesn’t communicate what they all do on Corporate Social Responsibility
- Busy and massive stores that give you a cheap fabric look
- Huge queues at the fitting rooms
- Employees lack good personal service
Chances
+ Create a new vision
+ Communicate their good policy of sustainability and CSR to customers
+ Work on the internal organisation, by improving the service of employees
+ Adjust the store appearance; shorten the queue for the fitting rooms or make it more pleasant
+ Create an online webshop
+ Make use of new technologies for the fashion industry (for example apps)
+ Better use of social media to reach the target group
On the next pages our individual advice can be found, where we kept the new vision we created for Primark in mind.
Everyone took a painpoint and/or a chance and created a new concept carrier or improved an existing one.
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