Trend-led product is strong and the in-store experience surpasses expectations.
Product lacks the wow factor but the key trends are covered. The studded ankle boot is the main style being pushed and is featured in a display greeting customers as they enter the floor. Vivienne Westwood-inspired ankle-length pirate boots in canvas hang next to wide-fit suede ankle boots with gold ball detailing. Flat knee-high boots with chain detail at the ankle lack Primark’s self-service hanger appeal, but look great on. Soft metallic flats and fun printed hi-tops liven up the offer.
The display at the top of the escalator is messy, but is better than expected. Seating and mirrors are ample. The area was staffed by friendly but unknowledgeable assistants who admitted they had “no clue” what a suedette boot was made of.
Primark is all about value, and pricing is bang on this autumn. Customers get more in the way of design and fabrication in comparison with the retailer’s general spring 10 offer. Ankle boots are between £12 and £18 and reflect the level of design detail. At the most directional end of the offer, open-toe shoe boots with punctured leather uppers are £20. At just £4, a pair of rose gold metallic flats are a bargain worth bagging. Flat knee-high boots are another trend winner for £20.