Primark Takes on Burberry and Alexander McQueen
The clothing retailer Primark, a value range of products, would compete directly with designer
labels such as Burberry and Alexander McQueen.50 Primark began as Penneys in Dublin, the
Republic of Ireland in 1969, where it still operates under the same name, and by late 1971, there
were 11 stores in the Republic of Ireland. Primark’s base increased rapidly when it entered Great
Britain in 1973, and by the end of the following year the total number of stores had risen to 22. By
2000, with continued expansion and acquisition Primark had a store count of 108. The clothing
retailer’s presence reached Spain in 2006; the Netherlands in 2008; Portugal, Germany, and
Belgium in 2009; Austria in 2012; France in 2013; and most recently the USA in 2015.
This was made possible with Primark’s considerable planning and goal setting. It built on the fast–
fashion trend that had hit the fashion industry and prided itself on encouraging its employees to
set their own personal goals and to make use of the training programs offered. Primark is one of
the most sought-after retail employers. It has continually had more applicants for jobs than
available positions. Primark, like other organizations, has a purpose, people, and a structure to
support and enable those people in carrying out that purpose. Primark is one of the fastest-growing
chains in Europe. The company has 287 stores with nearly 11 million square feet of retail space
and employs more than 54,000 people in its stores throughout the world. The business, which
prides itself on customer satisfaction, offers one of the best salary structures in retail, but demands
the very best; and gets the best by hiring the brightest individuals interested in a retail career.
Goal setting by employees is coupled with recognizing strong organizational skills by
