However you do Summer

Agency: Starcom
Client: Primark

“However You Do Summer” - Primark faced the challenge of delivering huge sales growth all within an eight-week window in early summer, a crucial trading period for them.

Historically, Primark focused on achieving ‘sell-out' across three core collections to hit their summer sales targets. With the incremental sales target representing a real step change, Primark needed to identify new sources of growth beyond these core collections. Analysis of sales, search and performance data led to the "However You Do Summer" strategy. This strategy shifted focus from core ranges to identifying underserved consumer needs and sub-trends. This incrementality-focused approach maximized summer sell-out across more collections leading to a record-breaking summer and a new approach to planning.