Fashion
Fancy frocks for £100 and £50 coats – why outraged shoppers are turning their backs on Primark
FIFTY quid for a coat, a £100 dress – it doesn’t sound like Primark.
But some of the cheap-as-chips store’s recent offerings have had premium price tags.
Andrew Vowles for PrimarkPrimark’s global sales soared 15 per cent to £9billion, with the brand crediting a tie-up with singer Rita Ora for the success[/caption]
The SunRia Mitchel, who once admitted to spending £8,000 in store in one year, says she’s fallen out with the retailer[/caption]
TikTok/@mel_rxse_One outraged customer fumed at Primark charging £100 for a black dress that Rita wore to the British Fashion Awards[/caption]
“Primani” customers — as they call themselves in a nod to designer label Armani — have seemed none too pleased in posts on social media.
One of them, baffled by the cost of the store’s Borg lined, double-breasted coat, wrote: “£50 for Primark? Over my dead body.”
In November, the store said global sales had risen 15 per cent in the year to mid-September, crediting a tie-up with Rita Ora.
The For You singer’s two collections saw her flog 275 pieces.
But more expensive gear has got shoppers up in arms.
“A £100 price tag in Primark, never thought I’d see the day!”, posted one, referring to a black dress that Rita, 33, wore to attend the British Fashion Awards.
And another commented on the frock: “Primark isn’t Primarking any more.”
The awards dress in question was limited edition, with 500 sold the next day in store.
The fashion chain claims the £100 price tag was wrong and that at the checkout the item was £50.
But still, it’s a hefty price for a thin, plain, black dress.
So has our favourite budget shop lost its way?
Ria Mitchell, who once admitted to spending £8,000 in store in a single year, visiting every Saturday, has now fallen out of love with the retailer.
“I never go there,” says the 28-year-old from Guildford, Surrey.
“It’s mad charging £50 for a coat. Primark shoppers want bargains.
“They don’t want to be charged £50 for a coat or a fancy cardigan.
“That was always the best thing about it.
“But now it’s so expensive, why would I go there?
“Just look at pictures of my grey coat from three years ago — it was £25.
“And look now — charging £50 for a coat is silly. Pri-flation is real.”
Ria certainly has a point.
Primark first hit UK shores in 1974, following huge success with its mother brand, Penneys, in Dublin.
It now has 432 stores across 16 countries.
And its ethos has always been affordability, from essentials to standout pieces.
The reason it has continued to buck the trend for failing high street stores is because it has kept its prices low.
Twenty years ago, you could always get an entire outfit there for under £30.
Fast-forward to now, and we’re in the midst of a cost-of-living crisis and are still after the same thing. In fact, we want more.
Social media means that fashion-conscious folk can never be seen in the same outfit twice, so they look to budget brands like Primark to make sure they are always on trend.
Until recently, the store has responded to what customers crave.
Fans adore its thrifty favourites, including £1 thongs, £5 T-shirts and £10 ballet pumps.
Its stores are some of the largest in the country, with the outlets in London’s Oxford Street, and Birm-ingham, even featuring beauty salons for brows, blow-drys and manicures.
Some shops also have Greggs eateries — the perfect pairing.
Primark has its finger on the pulse — last year releasing a Barbie pink range that saw phenomenal sales.
Chief executive George Weston said of that venture: “We could have sold out the stock three times over”.
And despite some customers slating the £50 coat, which was part of Primark’s The Edit range, others loved it.
One social media user wrote: “This better be in my Primark or I’ll cry. It is GORGEOUS.”
But as Brits continue to tighten their belts, many who relied on Primark and supermarkets for their clothing essentials and small splurges are unimpressed.
One-quid thongs
At the end of last year, Primark raised its prices by eight per cent.Supermarkets which sell budget clothing lines have followed a similar trend.
George at Asda’s Studio Edit range included a £55 blazer, while Marks & Spencer had a pair of £200 silver trousers and a £279 cropped leather trench in its Autograph range last year.
There is a market for such premium items but these stores are in danger of losing their core customers.
When it comes to Primark, though, if you look closer at that eight-per-cent price rise, it was less than the increase in the retailer’s costs.
Indeed, Sun Business expert Simon Read reckons many companies have had no choice but to put up prices.
He says: “Primark may be loved for their keen prices, but they have been forced to splash out more for raw materials and transport in recent times.
“They are keen to protect their profits, so have passed on the extra costs to customers.
“That’s their bottom line — they’re in business to make money, not to hand us cheap clothes.”
Despite recent rises, the average cost of a Primark item is still £5 — and they do continue to sell those £1 thongs.
So it’s not all bad news, but many shoppers have already turned their backs.
Retail expert Lisa Talbot says: “The cost of living will play a huge part in how people choose to shop.
“Many will prefer to shop less frequently.
“Primark have had to increase their prices to support the decrease in sales, as many have tightened their belts.”
A spokesman for Primark said: “We work hard to offer the best value on the high street, something we know is more important than ever to our customers.”
But for Ria, who works as a vet technician at a wildlife centre, there are better places for cheap clothes.
“I can’t fathom who would go there,” she says.
“I imagine a lot of people who shop at Primark will have realised you can get better bargains elsewhere.
“Now the only place I go is Vinted.”
On one occasion in Primark, Ria spent £292 on 20 pairs of knickers, five pairs of jeans, ten throws, two dresses, a pair of Ugg-style boots, pumps and a Mrs Potts teapot.
So for her to ditch all that has been a massive turnaround.
She says: “I briefly went in at Christmas but that’s it.
“I love Vinted, though. You get a Next dress or River Island skirt for a quarter of the price of a Primark coat.”
Ria’s job means she needs clothes which are disposable, and she says: “Vinted is basically a jumble sale, so if I have a pair of jeans mauled by a fox, it doesn’t matter.
“Three years ago I never thought I would say I’ve fallen out of love with Primark. But I have — and I’m not the only one.”
BAG THE BEST BARGAINS
GO EARLY: Primark puts out stock in the morning. Be prompt to bag fresh bargains.
SEE RED: Look for red signs on rails and tables – this is where staff members add reduced items.
SHOP OUT OF SEASON: To help shift stock, Primark knocks the pounds off out-of-season items, such as coats in summer or swimwear in winter. Think ahead to get items that can be reduced to as little as 50p.
ASK FOR A DISCOUNT: If you don’t ask, you don’t get. If there’s a snag in something or a bit of make-up on the collar, request money off. Most managers will agree to give a ten per cent discount.
LINGER AROUND LINGERIE: You can find discounted areas in the limbo zones between two areas, say between lingerie and accessories, or by the escalators.
Price is still right on these
Pink cardigan, £15Primark
PrimarkShopper bag, £10[/caption]
PrimarkJeans, £18[/caption]
Crossbody bag, £10Primark
PrimarkBrown ankle boots, £16[/caption]
PrimarkFaux-leather jacket, £16[/caption]
PrimarkBlue blouse, £9[/caption]
PrimarkDress, £16[/caption]
PrimarkGreen trousers, £14[/caption]
PrimarkRed pumps, £5[/caption]
FIFTY quid for a coat, a £100 dress – it doesn’t sound like Primark.
But some of the cheap-as-chips store’s recent offerings have had premium price tags.
Andrew Vowles for PrimarkPrimark’s global sales soared 15 per cent to £9billion, with the brand crediting a tie-up with singer Rita Ora for the success[/caption]
The SunRia Mitchel, who once admitted to spending £8,000 in store in one year, says she’s fallen out with the retailer[/caption]
TikTok/@mel_rxse_One outraged customer fumed at Primark charging £100 for a black dress that Rita wore to the British Fashion Awards[/caption]
“Primani” customers — as they call themselves in a nod to designer label Armani — have seemed none too pleased in posts on social media.
One of them, baffled by the cost of the store’s Borg lined, double-breasted coat, wrote: “£50 for Primark? Over my dead body.”
In November, the store said global sales had risen 15 per cent in the year to mid-September, crediting a tie-up with Rita Ora.
The For You singer’s two collections saw her flog 275 pieces.
But more expensive gear has got shoppers up in arms.
“A £100 price tag in Primark, never thought I’d see the day!”, posted one, referring to a black dress that Rita, 33, wore to attend the British Fashion Awards.
And another commented on the frock: “Primark isn’t Primarking any more.”
The awards dress in question was limited edition, with 500 sold the next day in store.
The fashion chain claims the £100 price tag was wrong and that at the checkout the item was £50.
But still, it’s a hefty price for a thin, plain, black dress.
So has our favourite budget shop lost its way?
Ria Mitchell, who once admitted to spending £8,000 in store in a single year, visiting every Saturday, has now fallen out of love with the retailer.
“I never go there,” says the 28-year-old from Guildford, Surrey.
“It’s mad charging £50 for a coat. Primark shoppers want bargains.
“They don’t want to be charged £50 for a coat or a fancy cardigan.
“That was always the best thing about it.
“But now it’s so expensive, why would I go there?
“Just look at pictures of my grey coat from three years ago — it was £25.
“And look now — charging £50 for a coat is silly. Pri-flation is real.”
Ria certainly has a point.
Primark first hit UK shores in 1974, following huge success with its mother brand, Penneys, in Dublin.
It now has 432 stores across 16 countries.
And its ethos has always been affordability, from essentials to standout pieces.
The reason it has continued to buck the trend for failing high street stores is because it has kept its prices low.
Twenty years ago, you could always get an entire outfit there for under £30.
Fast-forward to now, and we’re in the midst of a cost-of-living crisis and are still after the same thing. In fact, we want more.
Social media means that fashion-conscious folk can never be seen in the same outfit twice, so they look to budget brands like Primark to make sure they are always on trend.
Until recently, the store has responded to what customers crave.
Fans adore its thrifty favourites, including £1 thongs, £5 T-shirts and £10 ballet pumps.
Its stores are some of the largest in the country, with the outlets in London’s Oxford Street, and Birm-ingham, even featuring beauty salons for brows, blow-drys and manicures.
Some shops also have Greggs eateries — the perfect pairing.
Primark has its finger on the pulse — last year releasing a Barbie pink range that saw phenomenal sales.
Chief executive George Weston said of that venture: “We could have sold out the stock three times over”.
And despite some customers slating the £50 coat, which was part of Primark’s The Edit range, others loved it.
One social media user wrote: “This better be in my Primark or I’ll cry. It is GORGEOUS.”
But as Brits continue to tighten their belts, many who relied on Primark and supermarkets for their clothing essentials and small splurges are unimpressed.
One-quid thongs
At the end of last year, Primark raised its prices by eight per cent.
Supermarkets which sell budget clothing lines have followed a similar trend.
George at Asda’s Studio Edit range included a £55 blazer, while Marks & Spencer had a pair of £200 silver trousers and a £279 cropped leather trench in its Autograph range last year.
There is a market for such premium items but these stores are in danger of losing their core customers.
When it comes to Primark, though, if you look closer at that eight-per-cent price rise, it was less than the increase in the retailer’s costs.
Indeed, Sun Business expert Simon Read reckons many companies have had no choice but to put up prices.
He says: “Primark may be loved for their keen prices, but they have been forced to splash out more for raw materials and transport in recent times.
“They are keen to protect their profits, so have passed on the extra costs to customers.
“That’s their bottom line — they’re in business to make money, not to hand us cheap clothes.”
Despite recent rises, the average cost of a Primark item is still £5 — and they do continue to sell those £1 thongs.
So it’s not all bad news, but many shoppers have already turned their backs.
Retail expert Lisa Talbot says: “The cost of living will play a huge part in how people choose to shop.
“Many will prefer to shop less frequently.
“Primark have had to increase their prices to support the decrease in sales, as many have tightened their belts.”
A spokesman for Primark said: “We work hard to offer the best value on the high street, something we know is more important than ever to our customers.”
But for Ria, who works as a vet technician at a wildlife centre, there are better places for cheap clothes.
“I can’t fathom who would go there,” she says.
“I imagine a lot of people who shop at Primark will have realised you can get better bargains elsewhere.
“Now the only place I go is Vinted.”
On one occasion in Primark, Ria spent £292 on 20 pairs of knickers, five pairs of jeans, ten throws, two dresses, a pair of Ugg-style boots, pumps and a Mrs Potts teapot.
So for her to ditch all that has been a massive turnaround.
She says: “I briefly went in at Christmas but that’s it.
“I love Vinted, though. You get a Next dress or River Island skirt for a quarter of the price of a Primark coat.”
Ria’s job means she needs clothes which are disposable, and she says: “Vinted is basically a jumble sale, so if I have a pair of jeans mauled by a fox, it doesn’t matter.
“Three years ago I never thought I would say I’ve fallen out of love with Primark. But I have — and I’m not the only one.”
BAG THE BEST BARGAINS
GO EARLY: Primark puts out stock in the morning. Be prompt to bag fresh bargains.
SEE RED: Look for red signs on rails and tables – this is where staff members add reduced items.
SHOP OUT OF SEASON: To help shift stock, Primark knocks the pounds off out-of-season items, such as coats in summer or swimwear in winter. Think ahead to get items that can be reduced to as little as 50p.
ASK FOR A DISCOUNT: If you don’t ask, you don’t get. If there’s a snag in something or a bit of make-up on the collar, request money off. Most managers will agree to give a ten per cent discount.
LINGER AROUND LINGERIE: You can find discounted areas in the limbo zones between two areas, say between lingerie and accessories, or by the escalators.
Price is still right on these
Pink cardigan, £15Primark
PrimarkShopper bag, £10[/caption]
PrimarkJeans, £18[/caption]
Crossbody bag, £10Primark
PrimarkBrown ankle boots, £16[/caption]
PrimarkFaux-leather jacket, £16[/caption]
PrimarkBlue blouse, £9[/caption]
PrimarkDress, £16[/caption]
PrimarkGreen trousers, £14[/caption]
PrimarkRed pumps, £5[/caption]Fashion – Latest Style News And Fabulous Trends | The Sun
