Stores will look different as the new policy comes into immediate effect
Primark is lowering prices across hundreds of ranges. The new lower prices will be branded ‘Iconic Value’ and will cover bestselling womenswear, menswear and childrenswear styles.
The new prices come into effect on new ranges in store from today and will continue across this year’s new autumn/winter collection. They will include cotton-rich jeans at £9, pure-cotton pyjamas from £7, and boyfriend PJs across women’s and kids down to £13 and £8. The women’s Cocoon Yarn jumper is now £16, and Primark’s velvet plush leggings are now £6.
Across men’s, cotton-rich sweatshirts and joggers are down to £10 each, with hoodies from £9. The lower prices can be found across childrenswear including cotton rich ribbed tops and bottoms from £2 and soft touch cotton-rich leisure tops and bottoms from £5 each.
Primark says the new lower prices are accompanied by investments and improvements to quality, fit and style across the ranges. Across the range customers will see new season styles, fabrics and improvements to fit and durability.
In store, work has also been done with clearer signage highlighting key ranges with Iconic Value branding, to more simplified and streamlined ranges.
Matt Houston, Chief Customer Officer, 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.”
