Primark: Clouds Ahead?

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With global sales of approximately $1.75 trillion in 2018, fashion retail was one of the world?s largest industries. In the 1980s, a new manufacturing strategy called Quick Response (QR) revolutionized the sector. This approach reduced the delivery time for orders and continued evolving until becoming the Fast Fashion (FF) business model. However, the industry's main challenge remained tightening complex distribution chains and responding to notoriously fickle demand. The main factors of product differentiation were price and design, and brand management was overseen by designers or retailers.
Bibliographic citation: VILLANUEVA, J., NUENO, J. L., BALMASEDA, C. (2021). Primark: Clouds Ahead? IESE, M-1386-E.
Date: 01/09/2021
Author(s): Julián Villanueva; José Luis Nueno; Carmen Balmaseda
Document type: Case
Department: Marketing
Languages: English
Geographic area: Ireland