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Primark ramps up menswear focus with new design team

Primark is recruiting a new design team to focus on menswear, which is becoming a bigger priority for the value retailer.

Rajj Bhardwaj, formerly a senior buyer for men’s knitwear, casual shorts and swimwear, has taken the role of menswear design manager and is recruiting a new team of up to four designers to take more control of design and offer buying teams more support. The team is expected to be in place in January.

The menswear department previously did not have a dedicated design team, unlike the womenswear segment.

“This is a marked change of direction for Primark but shows the emphasis we are placing on the menswear sector,” he said. “We will be working to make the design element a bit more cohesive and drive fashionability within the category.

“We are the market leader by volume in many categories but tailoring is one area where we think there is a lot of opportunity for growth.”

He said focus was on smarter dressing, with tailoring and the semi-casual area seen as a big growth area for next season and beyond.

The company unveiled its spring 15 collection, which includes three key trends called Indigo Journey, Beat Dat and Acid Palm. Indigo Journey combines tailoring with more casual elements in shades of burgundy, pink, tobacco and sage, while Beat Dat is the streetwear-focused collection that comprises monochromatic pieces with longer-lined and oversized silhouettes.

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