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Hit or Miss - Primark

The no-frills fashion behemoth hits some high notes at its level of the market.

  • 162 High Street

Product - 7

As recently as a year ago the Primark man was forced to satisfy himself with plain basics, garish graphic T-shirts and bootcut jeans. And while some of those still remain, in particular a significant section of T-shirts, there have been some major improvements. Despite not rolling out its new Limited Edition range to all stores, the standard of the mainline looks a lot better, with knitwear in particular stealing the show. Block colours, speckles, Navajo and Aztec patterns and cable/waffle mixes carry the trends well, supported by the requisite chinos in a decent twill and a well-organised denim area.

Value - 9

Quite frankly, it’s refreshing to see that Primark can make a 100% cotton T-shirt for £6 or the aforementioned knits for £10 to £12. Considering the only real bum-note regarding value for money is a £5 work shirt that doesn’t cut it, the retailer’s ability to nod to trends, keep the quality up (to a point) and the prices down verges on alchemy - with chinos (£15), wool blend suits (£45!) and denim (from £10) all undercutting its rivals’, Primark’s offer is packed with value. A significant markdown area seems superfluous.

Experience - 7

As you’d expect, the busy space is vast and all bar a corner is dedicated to menswear. This allows the rails to have room between them, making for a light and airy shop floor. Changing rooms are functional and while there were some untidy areas and no staff approached (probably busy tidying the thousands of items), the experience felt easier and less stressful than Primark of old.


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