Primania: Primark’s Personal Promotion Machine

E-commerce is not for every retailer, but social marketing certainly is.



Primark has experimented with online selling in collaboration with ASOS, but with an average item value so low the economics just didn’t add up. So how can the Primark retail powerhouse engage with the digital world and sell to a wider audience?

Along comes Primania at the forefront of social sharing and social selling, in a digital model that is perfect for a mass market value performer, hell-bent on an international invasion across Europe and now to the US. Blurring the boundaries of retail, marketing, PR and advertising Primania combines the “available to all appeal” of its assortment with the endless appetite for self-promotion.

The idea is huge, but the concept simple as customers sign-in, creating their personal bios, and then upload themselves with their Primark fashions.


The social scenarios continue with looks and outfits favourite and scored, and also the opportunity for any budding fashionistas to propel their profile to the level of guru, followed and revered across the networks.

Primania is used as part of the Primark site, pruned back to latest looks, ethical credentials and store location, with Primania, like its protégées, the real stars of the Primark rollercoaster.


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VM-unleashed works with retailers to create social network strategies for engaging and selling to their customers…

The Streets of London – Primark’s Second Coming Stands Tall

OMG for HMV. 9000sqm of fashion oxygen was injected into the East side of Oxford Street with the opening of the retailers second flagship store in central London on the site of what was once HMV.



One year on, and with an extension looming the Primark band-wagon shows little sign of slowing, and why should it. The Oxford Street second store proving to be a watershed moment bringing tears to the eyes of competitors across Europe.

The design marked a more contemporary move from video walls, walk-through entrance tunnels with wall to wall graphics, the continued evolution away from impractical table displays to hanging garments and a variety of display developments inspired by the relatively new visual merchandising department.

And so the empire grows across now established markets in Spain and Portugal and through the still largely unexplored but potentially massively profitable cities of Germany and continental Europe with plans to cross the Atlantic. A watershed in deed!

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Are you at a crossroads moment in your retail history?
What does the future hold for your business?

Penneys from Heaven: In Dublin Fair City, Girls are so Pretty

No excuse for any girl not to look her best with the recent multi-million refurbishment of Penneys in central Dublin.



For Penneys in Ireland read Primark for the rest of us, but the fashion, fun and fabulous prices are familar to all. However here Penneys show another facet with the structural work not only creating a striking escalator and lift well but also used to open up original ironwork and glass roofing that add unexpected character and charm to an operator admired for its ruthless commercialism.


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For low prices, don’t read low value, in an environment fit for the kings and queens of Dublin.