Le 17 octobre, le géant irlandais du prêt-à-porter low-cost ouvrait (enfin) ses portes à Toulouse après plusieurs années d’attente et de report. Cette ouverture remet sur le tapis les scandales auxquels a dû faire face la marque. Alors, Primark : on aime ou on aime pas ?
Petite piqûre de rappel : Primark c’est 362 magasins à travers le monde dont 14 en France, plus de 50 millions d’euros de chiffre d’affaires par an et par magasin, et… des milliers de Toulousains ravis de l’arrivée du géant irlandais. Et quelle arrivée ! En effet, pas moins de 2 600 personnes étaient présentes dès l’ouverture. D’ailleurs, l’enseigne n’a pas lésiné sur les moyens pour accueillir cette foule comme il se doit : DJ et barbes à papa gratuites (testées et approuvées !). Primark rue de Rémusat c’est aussi (et surtout) : 7 500 m2 de surface de vente, trois étages de prêt-à-porter femmes/hommes/enfants, d’accessoires, de décorations, plusieurs espaces de détente pour ces messieurs, 99 cabines d’essayage et 87 caisses. Vous l’aurez compris, nous sommes ravis d’accueillir le deuxième plus grand Primark de France !
Les clés d’une réussite incontestable …
Primark trouve son succès dans des collections de prêt-à-porter tendances ET à des prix défiants toute concurrence. Du pull incontournable de cet hiver (8 euros) aux pantoufles Harry Potter (5 euros) en passant par le mascara (3 euros) … Alors, as tu craqué toi aussi à ces petits prix ? Et nous ne sommes pas les seuls : les influenceuses du moment, elles aussi, sont fans de la marque et n’hésitent pas à le partager sur leurs réseaux sociaux. ( Jette un coup d’oeil ici )
Pour obtenir les prix les plus bas, le géant irlandais n’est jamais à court d’idées :
- des fournisseurs localisés en Asie et en Europe de l’est pour une fabrication à moindre coût (la base)
- des vêtements aux coupes similaires, simples et basiques pour accélérer la confection et ainsi augmenter les quantités fabriquées
- pas d’antivols ni de portiques de sécurité
- absence de musique en magasin
- très peu de publicité
Avec des prix aussi faibles (et par conséquent des marges qui le sont aussi), l’enseigne mise sur les volumes. Autrement dit, vendre un maximum d’articles en un minimum de temps. Et c’est réussi ! Es-tu déjà ressorti d’un magasin Primark les mains vides ? Hum, c’est bien ce qu’il me semblait ! Comme toi, la marque a séduit de nombreux français, permettant ainsi aux revenus les plus modestes de pouvoir s’habiller à bas prix.
…mais controversée
En effet, malgré ce succès mondial, le géant de la mode low cost a dû essuyer de nombreux scandales ces dernières années. Lors de son inauguration, Primark Toulouse a eu la (mauvaise) surprise de se retrouver face à des collectifs venus pointer du doigt son implantation. C’est le cas notamment du mouvement toulousain Basta qui arborait le slogan “Primark assassine, Toulouse complice”. Ce sont autant de personnes qui étaient contre l’arrivée de la marque irlandaise dont ils jugent le modèle économique de “non éthique”. Mais pour quelles raisons ?
En 2011, le message suivant est retrouvé sur l’étiquette d’un vêtement Primark : « SOS. SOS. SOS. Nous sommes des détenus de la prison de Xiang Nan, dans la province du Hubei, en Chine. Nous travaillons quinze heures par jour […] aussi dur que les boeufs dans les champs. » Puis en 2014, un autre scandale est venu ajouter une ombre au tableau. Une jeune femme trouve elle aussi sur l’étiquette de sa robe Primark, le message suivant : “les conditions de travail des ateliers sont dégradantes”
Autant de messages accablants qui viennent remettre en cause les conditions de travail des ouvriers Primark. En réponse à ces polémiques, l’enseigne a mené une enquête afin de prouver la manipulation activiste dont elle fait, selon elle, l’objet. Mais c’était sans compter sur la prise de parole des employés de Primark France, qui dénoncent eux aussi des conditions de travail inacceptables : tâches répétitives et épuisantes, interdiction d’aller aux toilettes ou même de boire, insultes en tout genre de la part des responsables eux mêmes, mauvaise ambiance et fausses promesses d’évolution. Ce sont autant de bonnes raisons qui ont poussé certains d’entre eux à témoigner et à dénoncer l’absence de considération de la marque. Ainsi, on voit apparaître sur les réseaux sociaux, des pages “anti-Primark” sur lesquelles sont publiés de nombreux témoignages.
Espérons que Primark Toulouse ait retenu la leçon et fasse mieux que ses prédécesseurs.
N’hésite pas à venir partager ton avis sur nos réseaux sociaux. Et reste branché pour découvrir prochainement les autres marques qu’on adore détester !
See you soon…
Camélia Azzouzi
Moi primark, j’adore mais beaucoup trop de monde pour l’instant
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