Year of collaboration
2013 – ongoing
Context: A major retailer of affordable fashion and homeware
Primark is widely established as the destination store for keeping up with the latest looks without breaking the bank. It offers a diverse range of products, from baby and children’s clothing, women’s and menswear, homeware, accessories, beauty products and confectionery. Primark opened its first store in Dublin in 1969 under the name Penneys and today operates over 350 stores in eleven countries across Europe and America.
Aim: A localization strategy to support expansion into new European markets
Primark planned to expand initially into France and the following year into Italy, opening its first new stores in Marseille and Arese respectively. They needed a well-designed and comprehensive localization strategy to make sure their staff training, and staff and customer communication, would be compliant and successful in the new target markets.
Challenges: Wide-ranging source material, tight deadline for official launch
The source materials were diverse – HR training content and software, recruitment software and procedures, employment contracts, training materials and shop signage. The required file formats were varied too, including some for which Primark had no internal expertise (e.g. Adobe InDesign). The project deadlines for each country launch were short and very concrete, with store openings just a few months away. Great project planning and efficient execution were required.
Solution: A priority-driven localization strategy, delivering on time and on budget
The 3di team:
- Provided initial consultancy to advise Primark on the best approach to translation and localization.
- Analysed and prioritised tasks, based on requirements before the launch date.
- Worked with SME reviewers to implement feedback within the project timeframe.
- Translated and delivered all materials in time for store launch, creating Translation Memories (TMs) for each language that will ensure consistency and quality in future translations.
- Delivered ready-to-use file formats to facilitate Primark’s launch process.
Result: Expansion into new markets, and a clear, robust localization strategy for future store openings
- Successful launches in Marseille, France (late 2013) and Arese, Italy (2016).
- Primark’s training, HR and operations are fully compliant and functional in France and Italy. They now have 15 stores across both countries.
- Primark is now better equipped to handle future localization requirements, having adapted its source material to facilitate translation.
- It now has great translation assets such as TMs, that will ensure consistency and cost efficiency in the future.