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Primark, Oxford Street

With key looks at incredible prices, Primark remains a retailing phenomenon, even for men

Product 6

The Primark phenomenon has been well documented and you have to bow to the retailing genius that feeds such indiscriminate consumerism. The basics are all covered: plain slim-fit T-shirts in at least eight colours, about 19 different cotton piqué polos and grandad T-shirts galore. The main trends are also met, with check shirts, a navy cotton jacket with trim detail and a Jimi Hendrix-print T-shirt.

Experience 4

A visit to this store is not an experience Drapers would choose to put itself through. The heaving masses, the clothes strewn all over, the queues for the till and changing rooms - but it does work. Shoppers love the formula and there are other redeeming features. The staff appeared to enjoy themselves - buoyed by success, they were helpful and friendly.

Value 8

How do you define value? It’s not all about cheap prices. The formula should be value equals satisfaction minus price. The value here is the opportunity to walk away with a month’s worth of clothes without having to pay very much at all.

Polos are £3, plain T-shirts £2, check shirts are £8 and acrylic V-necks £5. In a society where a good night out is judged by the quantity of alcohol consumed, this is a far less harmful way of feeling good.

Score 18

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