Primark is slashing prices across hundreds of its ranges, introducing a new 'Iconic Value' branding that takes effect in all stores from today. The move covers bestselling womenswear, menswear and childrenswear styles, with further reductions planned for the autumn/winter collection later this year.
New Lower Prices on Key Items
Among the reduced items are cotton-rich jeans at £9, pure-cotton pyjamas from £7, and boyfriend PJs for women and kids now at £13 and £8 respectively. The women's Cocoon Yarn jumper is priced at £16, while velvet plush leggings drop to £6. In menswear, cotton-rich sweatshirts and joggers are down to £10 each, with hoodies from £9. Childrenswear sees cotton-rich ribbed tops and bottoms from £2, and soft-touch leisure tops and bottoms from £5 each.
Quality and In-Store Improvements
Primark says the lower prices are accompanied by investments in quality, fit, and style across the ranges. Customers will see new season styles, improved fabrics, and better durability. In stores, clearer signage with 'Iconic Value' branding and more simplified, streamlined ranges aim to make shopping easier.
Matt Houston, Chief Customer Officer at Primark, commented: “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.”
