Disrupting Value: Why we want to offer more for less

Value has never mattered more. And yet it has never been harder to find. Customers have more choice than ever. Different brands. New marketplaces. Endless promotions. More claims about quality, sustainability and style.

Yet the simplest question has become much harder to answer: what does value really look like, and where can you find it?

Part of the challenge is perception. For too long, retail has encouraged customers to believe that paying more means getting more. Better quality. Better style. Better standards. And if something costs less, there must be a compromise.

At Primark, we are challenging that. Less does not mean less. For more than 57 years, Primark has made fashion accessible to millions of people. Affordable prices are our DNA. They always have and always will be. But value should not stop at price. Customers today rightly expect more. They want confidence that every pound they spend is well spent. They want products that look great, fit well and last. They want value to be clear, easy to find and easy to trust.

And they do not want to compromise. We don’t believe they should have to. Primark was the original value disruptor in retail.

This autumn, we're going to redisrupt expectations of value and challenge expectations of what you can expect for Primark prices. That you don’t always have to pay more to get more.

So today we launch Iconic Value. We want customers to continue to trust that Primark prices will always be the best prices, every day. So today, we’re announcing that we have lowered prices on hundreds of Primark favourites.

This includes Primark hero lines such as our boyfriend pyjamas, velvet plush leggings, Heat IQ thermals, even socks. In fact, over 40% of our socks will be cheaper this year. More than half of our Autumn/Winter knitwear will be under £12. And we are confident customers will struggle to find better value on coats, with our bestselling women’s single breasted coat now only £22.

And it’s not just the basics. Our Autumn/Winter trends will also feature even better prices. Plus the value in kidswear this season is incredible. As one example, we’ve made all our kids’ joggers from heavier weight cotton and reduced the price. In fact, a third of new kids’ lines are now lower in price versus comparable products from last year.

It’s not just about lowering prices, we’re also making value easier to find. We’ve simplified our ranges and reduced the number of price points, so customers can more easily spot the Primark prices they know and love. And at the same time, we are continuing to invest in quality, fit, design and innovation which will continue to scale and improve season after season.

Primark’s growing scale allows us to keep investing in the prices customers know us for, while also improving the products they buy every day. We want our customers to benefit from that scale. Better quality, fit, sizing, design and fabrics: for example in our bestselling performance ranges, it’s our scale that means we can bring the innovative new fabrics at the prices that we do.

Because for Primark, great value is not just about spending less. It is about getting more for what you spend. And we want to prove that Primark can make that possible.