Primark has permanently reduced prices on hundreds of bestselling clothing items as it seeks to reinforce its position as a low-cost fashion retailer. The reductions cover womenswear, menswear and childrenswear, including jeans, knitwear, jackets, pyjamas and socks.
Some products have been reduced by as much as 29%, according to Reuters. Primark said the lower prices will remain in place rather than being offered as temporary promotions.
Primark Responds to Shifting Price Expectations
The retailer’s Iconic Value campaign includes boyfriend pyjamas reduced from £17 to £13, men’s knitted polo shirts lowered from £14 to £12 and packs of crew socks reduced from £3.50 to £2.50. Primark said it is also improving the quality, fit and style of its clothing.
The price cuts follow increased competition from online platforms including Shein, Temu, TikTok Shop and secondhand marketplace Vinted. These services have changed what many shoppers, particularly younger customers, expect to pay for clothing.
Unlike its online competitors, Primark operates more than 190 stores in the United Kingdom and does not offer home delivery. Customers can browse products online and use click and collect for selected ranges, but most purchases still take place inside its stores.
The company says its large purchasing volumes and low operating costs allow it to keep prices down. Its latest annual report stated that approximately 85% of its products cost £10 or less.
Sales Remain Under Pressure
Primark’s overall sales increased 3% during its latest quarter, supported by new store openings, but like-for-like sales declined 2.2%. UK sales rose 1%, while like-for-like sales were broadly flat in a clothing market that contracted during the period.
Parent company Associated British Foods described the consumer environment as challenging. It said weaker sentiment and unseasonal weather affected trading in April and May before improved conditions supported a stronger June.
The lower prices could encourage customers to visit stores for inexpensive essentials and purchase additional products during the same trip. They may also help Primark sell inventory at regular prices instead of relying on larger clearance discounts later.
London Listing Planned for 2027
The pricing changes come as Associated British Foods prepares to separate Primark from its grocery and ingredients businesses. The demerger is expected to create an independently listed Primark company on the London Stock Exchange during 2027.
Primark said its focus remains on offering affordable clothing while maintaining product quality and responsible sourcing standards. The company is positioning the permanent reductions as part of its wider value strategy rather than a limited sale.
Featured image credits: Wikimedia Commons
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