Despite the last few weeks’ turmoil surrounding Peacocks and Bonmarché, Primark showed this week there is life in value fashion yet.

Despite the last few weeks’ turmoil surrounding Peacocks and Bonmarché, Primark showed this week there is life in value fashion yet.

The Irish fashion giant is expected to report a like-for-like sales increase of 2% in its first half, as revealed in its pre-close trading update on Tuesday. Total sales are expected to have surged 15%.

Not bad for a retailer operating in the same market that has claimed the scalps of a string of rivals in recent months. While – thanks to Edinburgh Woollen Mill and Sun European – Peacocks and Bonmarché live to fight another day, both will have their work cut out if they want to compete with Primark.

Where Peacocks has shown failings – store concept, product and over expansion – Primark has sparkled.

Take its new shop in Edinburgh – the five-floor, 75,000 sq ft store featuring video screens, exposed brick and an industrial feel. It exemplifies how the Irish fashion giant moves with the times, creating a format that sets it apart from its contemporaries.

But crucially, despite its forward-thinking store design, Primark has stuck to the one thing that keeps shoppers coming back for more – low prices and good value.

Its decision to absorb rising costs of raw materials last year paid off. Primark held its prices firm – when others were forced to pass on the increases to consumers – and its sales continued to rise as a result. While margins will have been hit, Primark kept the cash-strapped shopper on side by sticking to its guns. Furthermore, Primark – along with Matalan, TK Maxx and Tesco – is set to benefit from the 200 Peacocks store closures. According to Numis analyst Andy Wade, £180m of sales are up for grabs as a result of the closures, and nearly £100m of profit.

But Primark might not have it all its own way in the crowded sector. US giant Forever 21, Tesco and George at Asda will continue to snap at its heels, meaning it will have to continue to innovate to keep the overworked tills ringing.