Excellent products at the cheapest prices on the high street, but quality is not always up to scratch.
From trend-led pieces and basics, to its better-quality Limited Edition collection, Primark does a stellar job of catering for its broad customer base. It backs texture, colour, prints and the 1970s with gusto. Shaggy gilets, faux-fur coats and floral appliqués sit alongside bright oranges and royal blue on outerwear, trousers and knits, while printed pyjama trousers will appeal to its more daring customers. Pussy-bow blouses, jumpsuits and high-waisted trousers stand out.
Go from Marks & Spencer directly to Primark and suddenly you appreciate the in-store segmentation of the former. Trend-led product stories make up the front third of the store, while elsewhere product is merchandised by category. This was the busiest store by far at Stratford, but with plenty of staff tidying up, it was surprisingly easy to shop here. The windows are a delight.
If value means cheap – as it does to many – then Primark wins hands down. A faux-leather skirt is only £12; on-trend brightly coloured blouses are £8 and coats start from as little as £18. But if it’s quality you’re after, the choice is more hit and miss. A pretty blouse with a scalloped-edge collar may be only £10, but the edges were already frayed. Chunky knits start at £10, but some were so stiff you wouldn’t want them touching your skin. Limited Edition is much better – polyester blouses at £15 and jumpsuits for £23 are excellent.