USA Today

Primary target is more affordable and simpler way to order kids clothes

Primary target is more affordable and simpler way to order kids clothes

  • June 25, 2015
  • min read

USA Today

Primary target is more affordable and simpler way to order kids clothes

Primary.com, an e-commerce site, offers parents a simple and low-cost solution to basic children's clothing. "The good news for Primary is that the kids' clothing category is a $30 billion a year business, but it's also a crowded and competitive space," says Elizabeth Spaulding, the leader of Bain & Company's global Digital practice. "You've got your Targets and Walmarts already providing low-cost, one-stop shopping. So the question is, is that mom or dad going to go off those sites over to Primary just to shop for basic clothing? They'll see soon enough if their value proposition is big enough, and if they've really found an untapped need."

Vector℠ is a service mark of Bain & Company, Inc.