SWOT Analysis of Primark

UPDATED: New SWOT Analysis of Primark for second quarter of the 21st Century

Primark has a solid position as a leading fast-fashion retailer since 2017. Its core strength remains affordable pricing and trend-driven products, appealing to value-conscious shoppers. The business operates an extensive store network across Europe and the US, supporting strong brand visibility and footfall. Primark’s efficient supply chain and cost management help maintain low prices and stable margins despite inflationary pressures. The company’s parent, Associated British Foods, provides financial stability and strategic support.

However, Primark’s weaknesses have become more pronounced. The brand’s limited online presence lags behind competitors who excel in e-commerce. Heavy reliance on physical stores exposes Primark to risks from changing consumer habits and economic downturns. Perceptions of low product quality and sustainability concerns persist, affecting brand reputation and customer loyalty. Marketing investment remains low, reducing brand engagement and visibility in a crowded market.

Opportunities for Primark include expanding its e-commerce platform and omni-channel services, such as click-and-collect, to reach more customers. The brand can further invest in sustainability initiatives, eco-friendly materials, and ethical supply chains to attract conscious consumers. Growth in international markets, especially the US and Eastern Europe, offers diversification and revenue potential.

Primark faces threats from intense competition with fast-fashion giants like H&M, Zara, and Shein, and from economic uncertainty impacting discretionary spending. Rising operational costs, supply chain disruptions, and evolving regulations on sustainability and labour practices also pose risks. Primark must innovate and adapt to sustain its market position in a rapidly changing retail landscape.

Introduction to SWOT Analysis of Primark, circa 2019

According to Blythe (2012) in order for a firm to take stock of its internal position, managers apply the SWOT analysis. Primark uses this analysis in the following ways:

Strengths

Store Reach

The company has over 161 stores across the UK.

Massive Employment Opportunity

Offers job opportunities and employs over 27,000 people.

Affordable Quality

To attract its customers Primark offers affordable good quality products.

Ethics

Primark is part of the Ethical Trading Initiative. Some of its key objectives are to focus on employee’s rights, their goods production and work on labour rights matters.

Weaknesses

Ethic Struggles

Despite Primark being a member of the Ethical Trading Initiative, there have been many negative reports. Namely, the business operates concerning production of its goods. In the past it has been alleged that Primark used child labour to produce their goods.

Work Conditions

Poor working conditions and disrespecting workers rights are another issues.

Advertising Woes

Due to the fact that Primark does not advertise, their competitors have advantage over them.

Opportunities

European Market

Having opened 47 new stores in the UK, additionally 7 new shops have been opened in Spain. And there still remains the competition with other companies, e.g. Matalan and H&M.

Learning to Advertise

The company’s competitors have advertising while Primark has little to no advertising. However, that can change as they prioritise the need to find ways to reach new customer bases.

Threats

Competitor Analysis

Matalan, Peacock, new look, Zara, Tesco, Marks & Spencer, Costco, TK Max, ASDA, and Next are some of the main competitors of Primark.

However, Primark has better business power and high market share which is determined by the analysis for each main competitor. It has comparatively poor management quality and low standards of hi-tech position but has good financial strengths and high profitability.

External Forces

In relation to competition, Primark needs to consider several external forces and environmental changes to define its marketing strategy. Primark is facing high competition which is offers cheap products as well.

References for SWOT Analysis of Primark

• Blog-Trends (2024) Primark SWOT analysis in 2024. Available at: https://www.blog-trends.com/primark/ (Accessed: 1 June 2025).
• Business Model Analyst (2025) Primark SWOT Analysis (2025). Available at: https://businessmodelanalyst.com/primark/ (Accessed: 1 June 2025).
• Business Model Analyst (2025) Primark SWOT Analyse (2025). Available at: https://businessmodelanalyst.com/de/Primark/ (Accessed: 1 June 2025).
• CEO Today Magazine (2025) Primark Downgrades Sales Forecast Amid Weak UK Consumer Confidence And Rising Costs. Available at: https://www.ceotodaymagazine.com/2025/01/primark-downgrades-sales-forecast-amid-weak-uk-consumer-confidence-and-rising-costs/ (Accessed: 1 June 2025).
• HowAndWhat.net (2024) SWOT Analysis of Primark | Primark SWOT Analysis. Available at: https://www.howandwhat.net/primark/ (Accessed: 1 June 2025).
• Marketing Week (2019) Primark focuses on ‘product, digital and brand’ to reverse sales decline. Available at: https://www.marketingweek.com/primark-product-digital-brand/ (Accessed: 1 June 2025).
• PESTLEanalysis.com (2024) Primark SWOT Analysis | SWOT & PESTLE Analysis. Available at: https://pestleanalysis.com/primark-swot-analysis/ (Accessed: 1 June 2025).
• Strategy Punk (2024) Primark SWOT Analysis: Free PPT Template and In-Depth Insights (2024). Available at: https://www.strategypunk.com/primark-swot-analysis-free-ppt-template-and-in-depth-insights-2024/ (Accessed: 1 June 2025).
• SweetStudy.com (n.d.) SWOTAnalysisOfPrimark.docx. Available at https://www.sweetstudy.com/note-bank/liberty-university/acct-212-managerial-principles/swotanalysisofprimark-docx (Accessed: 1 June 2025).
• The Strategy Story (2024) Primark SWOT Analysis. Available at https://thestrategystory.com/blog/primark/ (Accessed: 1 June 2025).