Smart phones at the ready

Having established an online store, the next step would be to go mobile.
Customers will be able to shop anytime, anywhere right from their smart phone.

A huge majority of people own a smart phone with access to the internet.

Having an online store and mobile shopping app, Primark would position itself as a fresh, easy accessible online store for teens and the younger adults of today.

I have designed a mock up of what the app would look like.

App Icon

As the icon is so small, I found that the green symbol didn't stand out enough on a white background.

By switching the colours, you can see that it makes the app stand out more.

Again, I have kept the layout of the app simple, so customers will be able to navigate around the app and use it easily and quickly whilst on the go or having a quick browse from their mobile phone.

Hopefully, Primark will be looked at differently by customers as a fresh and on trend high street fashion retailer rather than a place they go for bargains and cheap clothes.

Online shop?

There are many online stores available, many of them targeted at teens and young adults such as MissGuided, Boohoo, New Look, River Island and Topshop just to name a few.

It may be surprising to some people that a successful store like Primark do no have an online store.

Why? Simply because they want to save money.

However, I think an online store would be hugely beneficial for everyone as Primark would make more money selling to people who may not have a store near them and because A LOT of people shop online as it is more convenient for them.

Using the current S/S 13 collection I have created a mock up website design of how it could potentially look as a full, up and running online store.

I've kept it quite simple as I didn't want it to look as cluttered as the store is. It will allow those who don't like going into the store because of the cluttered and crowded atmosphere to easily shop at Primark online instead.

A simple, fresh S/S 13 pastel lookbook, created and styled by me.

Being eco friendly

Primark's shopping bags are made from recycled brown paper. They're all about being eco friendly and reducing their impact on the envrionment. http://www.primark.co.uk/about_us/csr/

I personally prefer paper bags as opposed to plastic carrier bags because they look more stylish and professional.

I've decided to stick with the brown paper bag but altering them slightly.

I drew and designed the bags in Adobe Illustrator.

Instead of a flat paper handle, I've added a twist paper handles so they look smarter and are stronger to carry.

Logotype & Symbol

For the final logotype I chose the filled in dots as it stood out more to the one with the empty circles.

I felt there was something missing to the brand identity so created a symbol which could be used to represent Primark. Something people would be able to recognise easily and know straight away that it's Primark.

Here's what I came up with...

Colours

I tested out a wide range of colours in different shades to find the perfect colour to suit the new logo.

I wanted a colour to suit everyone, a neutral colour which was more interesting than the original blue colour.

Decisions, decisions....

After sitting here choosing which colour looked best, I finally went with a cool green.

It was something different to the original logo, yet not a drastic change as I wanted to keep it cool and neutral just with an added freshness.

The start of something new

I've given myself the task to give Primark a new image.

So first things first.... the LOGO.

I've chosen to start with the logo as it is the main thing which represents a brand.

Their current logo is smooth and simple, but I think it looks a bit boring.

I tested out different fonts to try and find something more appealing.

I quite liked using a dotted font, however didn't like the look of the letters so I used the font style I liked and converted it into a dotted font by drawing out the circles.

'K22 Spotty Face'

'Yellow Peas Demo'

Using Adobe Illustrator, I scanned in the image and perfected the dots in my font so each dot was even and to ensure all the letters were the same size in order for the logo to look more professional rather than being hand drawn.

New Logo in original Primark colour.

What we think of Primark

I usually go into Primark for essentials like pyjamas's, socks & tights, vest tops and cheap, comfy flat shoes I can just throw on. However, whilst I am in there I do often find pieces I really like for the fraction of the price it would be in another store such as Zara or Topshop (2 of my favourite high street stores). But it would have to look to certain standard or be of an acceptable quality for me to actually purchase it as sometimes they can be a bit tacky and just cheap.

Primark

Zara

I asked around for what others thought of the store and here's what some of them said:

"I only go for socks and tights, I hate the atmosphere and the queues" 17 year old female.

"I go into Primark all the time to see if they have anything new. I like that I can get things cheaper in here rather than paying more in another shop for something which looks more or less the same" 18 year old female.

"I don't mind popping in when it isn't too busy. I absolutely hate how cramped it gets in there." 20 year old female.

"I don't go, my wife does all the shopping for me" 35 year old male.

"I only go for cheap work essentials like black trousers, shirts and socks. I'm not keen on the styles and range for men" 21 year old male.

"I like Primark, it's cheap and I always find some really nice things in there" 18 year old female.

"I only go if i'm in the mood to because you literally have to rummage through to find your size sometimes. And I often can't find my size, especially if it's a popular product because it's so cheap they just go flying off the rails as everyone can afford to get it" 20 year old female.

"I go in to shop for all the family. Mainly the kids as they grow so quickly! I'll get my husband a few tops and jeans every now and then and often find good pieces for myself" 32 year old female.

There are mixed reviews, but mostly negative. I will take these comments on board and use them to help me rebrand the store.

Personally, I think it's not about the price or the quality. It's the way you style it.

Just a giant jumble sale.

Out of all the shops I went into, it was Primark that had the least pleasant atmosphere. Which is why I have chosen this store as the one I will be rebranding.

Clothes are just placed everywhere, in bulks. You don't know where to look as it really does seem like you're in a giant jumble sale.

Also, everything is crammed quite closely together so when the shop is busy you have to dodge your way through like a maze.

There doesn't really seem to be any sort of theme or brand image as you walk around the store, apart from "Cheap Prices". 

Out on the High Street.

I've been wondering around the High Street and the Bullring in Birmingham to take a look at the different stores, comparing and contrasting their layouts, window displays, lighting and atmospheres.

Here, are just a few of the images i took. (More details are in my sketchbook)

 H&M

French Connection

 Topshop

 New Look

 Forever 21

 Zara

Primark