What does a 37-year old character and a British discount retailer have in common? It’s an unlikely pairing at first thought, but the Harry Potter range at Primark has been partly responsible for the clothing brand seeing a significant increase in its UK market share.
Consumers have gone crazy for Harry Potter merchandise since its film launch by Warner Bros in 1999, with fans desperate to get their hands-on replica wands, scarves and gowns.
The recent clothing and homeware range at Primark has done so well that they now have a dedicated Harry Potter section at the London Tottenham Court Road store, with a store takeover attracting huge crowds during its August launch.
The simple fact that Primark has managed to persuade a generation of young adults to don clothing which sports a character they loved as eight or nine year olds, is no mean feat. So, how did they do it?
So what can we learn from Primark? Social media, outreach and content is key when looking to develop noise in a crowded market, but doing all the above with messages that correctly reach the target market is crucial to success.
