Concepting Plus

itt maertzdorff
Concept carrier
The target group, which is the young generation between 18 to 30 years old, doesn’t like to read long pages of text
nowadays. People get bored very soon. I would like to respond to that. Movies or pictures often excite people to watch.
For this reason, I thought of a new concept carrier; a documentary of Primark where people can watch where Primark
actually stands for. People do know that it is a big fashion store chain, but with this documentary I want to show people
that Primark is so much more than that. People get to know the real story, the story Primark knows already itself but
which has to be shown to others. People can finally watch what Primark’s policies are against child labour, working
conditions and sustainability and why they can sell their clothes for an inexpensive true price. Since Primark doesn’t
work with advertisements, this documentary can really work and be a strong way to inform the customers.
Primark shows their transparency and people will appreciate Primark more and more.
This documentary will be called ‘Primark: The unknown story’. We talk with the CEO of Primark, different customers,
the staff of Primark and with suppliers and stakeholders. But most important, the sustainability of Primark, the working
conditions in the fabrics and stories of workers will be shown. Furthermore, the history of Primark can also be told at the
beginning of the documentary as well as the biggest famous stores of Primark. The documentary will go into depth,
so the viewer will get a complete and clear image of Primark. When people say after watching ‘wow, I really didn’t
know Primark was doing this!’ the goal has been reached.
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