Primark has lowered prices on a range of its bestselling clothing lines as the retailer looks to reinforce its value credentials amid continued pressure on household budgets.
The price reductions, which take effect from today on new ranges and will continue across the retailer’s autumn/winter collection, cover womenswear, menswear and childrenswear. Primark said the move is being accompanied by improvements to product quality, fit and style.
Among the items receiving price cuts are cotton-rich jeans, now priced at £9, pure cotton pyjamas from £7 and the retailer’s popular boyfriend pyjamas, which have been reduced to £13 for women and £8 for children. Other products include the Cocoon Yarn jumper at £16, velvet plush leggings at £6, men’s cotton-rich sweatshirts and joggers at £10, hoodies from £9 and selected children’s separates from £2.
Primark said it has also invested in improving fabrics, durability and fit across the collection, alongside introducing new seasonal styles and materials.
The retailer is also updating its stores to make value-focused products easier to find, with new “Iconic Value” branding, clearer signage and a simplified layout across key ranges.
The announcement follows new research commissioned by Primark, which found that 61% of UK consumers consider good value the most important factor when buying clothes, while 46% said getting the best value for money is their top priority when shopping for their family.
Matt Houston, chief customer officer at Primark, said: “Value matters to customers today more than ever and for more than fifty 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.”
The retailer is supporting the launch with an “Iconic Value” marketing campaign across its stores, as well as radio, social media and digital channels in all 19 markets where Primark operates.
