Primark SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: September 14, 2021

SWOT analysis of Primark analyses the brand by its strengths, weaknesses, opportunities & threats. In Primark SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Primark to benchmark its business & performance as compared to the competitors. Primark is one of the leading brands in the lifestyle and retail sector.

The table below lists the Primark SWOT (Strengths, Weaknesses, Opportunities, Threats), top Primark competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Primark SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Primark Brand Analysis
Parent Company

Associated British Foods




Lifestyle and Retail

Tagline/ Slogan

Look good, pay less


One of the largest clothing retailers in Europe

Primark STP

Youth primarily in the ages of 16-30 years

Target Group

Fashion conscious individuals


Latest Fashion at Reasonable price

SWOT Analysis of Primark
Primark Strengths

Below are the Strengths in the SWOT Analysis of Primark:

1. Primark is a premium retail chain which employs more than 50,000 people all over the world

2. Primark has an extensive range of apparels including menswear, womenswear, children-wear, footwear, accessories, hosiery and home-wear

3. The company has a strong presence in Europe with stored at more than 500 locations

4. Primark has its presence in more than 10 countries

5. The brand has no advertising costs and it relies on a positive word-of-mouth marketing

6. The company has an annual revenue of approximately $7 billion

Primark Weaknesses

Here are the weaknesses in the Primark SWOT Analysis:

1. Intense competition in the premium fashion segment means limited market share growth

2. Outsourcing of the manufacturing of apparels may lead to inconsistencies in quality

Primark Opportunities

Following are the Opportunities in Primark SWOT Analysis:

1. Primark can continue to focus in Europe, Asia & America by opening more stores in many major cities

2. Acquisition and strategic partnerships can help the company expand its business

3. Diversifying its product range and tapping the online channel can help the company drive more revenue

Primark Threats

The threats in the SWOT Analysis of Primark are as mentioned:

1. Limited global presence as compared to international players

2. Brand recall of the company is slightly lesser as compared to some of its major competitors

3. Economic crisis like recessions or pandemics can lead to loss of business as people restrict their expenses

Primark Competition
Primark Competitors

Below are the top 7 competitors of Primark:

1. Zara

2. H&M

3. Marks and Spencer

4. Burberry

5. Prada

6. Gucci

7. Chanel

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Primark. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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