Levels of service and environment are in line with Primark’s low prices, but product excels
Gladiator sandals from £4 in metallic gold and silver jostle with brown demi wedges featuring a real leather upper with a suede-effect finish and cutaway detail. Gladiators with studs in navy, brown and taupe are piled high next to patent strapped flip-flops in a rainbow of colours, while glittery Birkenstock-style sandals also feature. A lurid pink synthetic Croc interpretation is an eyesore.
The store is heaving when Drapers visits, with shoes being kicked off as frenzied customers try on the footwear. Shoes are then left on the floor and not picked up by sales staff, making for an untidy environment. Footwear that is merchandised on hangers is frustratingly almost always labelled as the wrong size.
It’s hard to fault Primark on value, especially when flip-flops come in at just £2. These flip-flops will last for more than one wear, but for how much longer it is hard to tell. Still, the Primark shopper knows all about that when handing over her cash. As the prices in store creep up from £2 to £20, so does the level of detail and fabrication. Although prices across the store are so low, there is still a good, better, best pricing architecture at play here.
‘Primark’s shoes are a bit too trendy - they’re not everyday shoes. I’d prefer shoes that are more wearable’
Lynda Childs, unemployed, 52