Primark has lowered the prices across hundreds of its bestselling womenswear, menswear and kidswear styles.
The investment forms part of Primark’s new era of ‘Iconic Value’ under its strategy to strengthen ties with customers.
The retailer has lowered the prices of its bestselling lines by as much as 25%, and the changes come into effect today in stores, continuing right across this year’s autumn/winter collection.
It has also introduced clearer signage in store, from highlighting key ranges with ‘Iconic Value’ branding, to more simplified and streamlined ranges to make value easier to find.
Recent Primark data found that nearly half of Brits (46%) say getting the best value for money is their priority when shopping for clothes for their family, while 61% say good value is the most important factor.
The new lower prices, accompanied by continued improvements in quality, fit and style, come as Primark reaffirms its place as the home of great value fashion, leading the way in helping people to look and feel good for less.
Primark chief customer officer Matt Houston said: “Value matters to customers today more than ever and for more than 50 years, customers have trusted us as the destination on the high street for great value fashion at prices you can’t find anywhere else.
“We want to continue to lead the way in shaping what affordable fashion looks like and give our customers the confidence that they can always trust Primark for the very best prices but without compromising on style or on quality.”
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