Staying offline pays the Penneys

Primark/Penneys is one of Europe’s fastest growing fashion chains. And it has nothing to do with the web, says Sarah Shannon

YOU can’t see them on Instagram, read their tweets on Twitter, or pin them on Pinterest. We’re not talking about your grandparents, but about Primark, one of Europe’s fastest-growing fashion chains.

Bigger rivals like Zara, H&M, and Gap lure shoppers via Facebook, YouTube, and bulletin board Pinterest, and add country-specific websites to target new markets. Primark, though, has ruled out selling its budget clothing online, saying shops offer so much growth it doesn’t need the web. Even social media barely plays a role.