Primark, the UK-based discount retailer opened their first US store in Boston this month. The low-cost, low margin, fast fashion retailer, is located in the 70,000 square foot, historic Filene’s department store building in Boston’s Downtown Crossing section. They have plans to open 10 more locations on the East Coast by Easter 2016.

Well-designed floor sets at Primark

I visited the store on Saturday the 26th and found it mobbed with urban shoppers. The location is a tour-de-force for a company that targets 18-35 year old, cash-strapped Millennial demographic. The Washington Street site, of recent decades has been a decaying, retail wasteland. Surrounded by the Financial, entertainment districts and Chinatown. It is far from other residential neighborhoods, but directly across from the highly central Park Street subway stop. The daytime walkable population swells dramatically, from the Financial District and other nearby employers.

Boston is home to three major upscale shopping areas, Copley Place, Newbury and Charles Streets. Many of the world’s best retailers open test stores here, because of the many universities, large population of wealthy international students and tourists, as well as a cosmopolitan, well-heeled population. The mass customer has been grossly underserved in Boston proper, so Primark, H+M and Macy’s in Downtown Crossing offer a strong trifecta for budget-conscious customers.

Seventies fashion items at Primark

I’m blown away by Primark’s well-merchandised assortment, attractive floor sets, and incredibly low prices, e.g. cotton tees for five dollars, jackets for thirty-five, seven dollar jeans, trendy shoes for ten…The assortment is compelling with strong key item basics and on-trend pieces like Bohemian, seventies-inspired items. It is wearable and stylish, including men’s,women’s, children’s and home.

The offer is more “adult”, less “teenage” than Forever 21 and Old Navy, less contemporary than Zara and less trendy than H+M. They also have a particularly strong intimate apparel department, which could eventually take a bite out of Victoria’s Secret. I couldn’t help thinking, why a frugal customer would scour discounters like TJX, when they can find such depth of selection at Primark?

Sometimes foreign-based retailer’s brand aesthetic doesn’t fit with American styling, color and taste levels. (I think this will hamper Uniglo’s future US expansion.) Primark’s Dublin-designed products feel comfortably appropriate in the US market.

A well done athletic assortment

Primark is another game changing player in the seismic shift of the Teutonic plates under US retail. The Millennial customer’s high debt levels, surging rent, transportation, entertainment expenses and the cost of staying connected, have had a deflationary effect on apparel pricing. To a great extent this customer is brand agnostic and sees apparel as a commodity. Fast-fashion, discount stores, consignment and apparel rental retailers, have been the beneficiaries of this mega-trend.

I spoke to an eagerly observing Primark executive. He was leaving in a few days to open the King of Prussia store in PA. I said, “Forever 21, Zara, H+M, Kohl’s, Target and J.C.Penney have a lot to worry about with Primark“. He wryly replied “That’s what we hope for.”

Men’s clothing is wearable and compelling.

Dix&Pond is the blog of Dix & Pond Consulting, Boston-based, product development, creative, branding, business consulting and executive coaching for apparel, footwear & consumer products companies and retail analysts. Follow me to get the latest posts

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