Iconic Value: Irish shoppers are looking for more value. Primark is responding with lower prices across hundreds of favourites

• 83% say getting good value when buying clothing has become more important.

• Almost half (44%) define good value as finding the right balance between price, quality and style.

• Penneys is lowering prices across hundreds of bestselling womenswear, menswear and kidswear products.

• Iconic favourites, including the women’s Cocoon Yarn™ jumper, viral boyfriend PJs and velvet plush leggings, are now available at even lower prices.

Penneys is lowering prices across hundreds of bestselling womenswear, menswear and kidswear styles as part of a new era of ‘Iconic Value’ at the retailer. The new lower prices, accompanied by continued improvements in quality, fit and style, come as Primark reaffirms its place as the home of great value fashion, leading the way in helping people to look and feel good for less.

New research* commissioned by Penneys reveals that value has never been more important for Irish shoppers. More than four in five (83%), say getting good value when buying clothing has become more important over the past two years. Almost half (47%), say they are spending more carefully than they did two years ago, while 34% are waiting for discounts and promotions more often and 31% are prioritising essentials more than before.

The findings also show that shoppers define value as more than simply finding the lowest price. Almost half (44%), say good value means finding the right balance between price, quality and style, and 37% associate it with clothing that lasts. Price (61%) and quality (51%) are also the most important factors when deciding whether clothing represents good value for money.

Expectations around quality remain high, with 89% of shoppers agreeing that clothing should be better quality when it costs more. Penneys’ Iconic Value proposition challenges the idea that customers should have to pay more to access better quality, combining lower prices with continued product improvements across everyday essentials and seasonal favourites.

The price drops come into effect on new ranges in store from today and continue right across this year’s new autumn/winter collection. Customer favourites include cotton-rich jeans €10, pure-cotton pyjamas from €9, plus viral boyfriend PJs across womenswear, now €15 (a 20% price drop compared to Autumn/Winter 2025), and kids now €10. Ready for when the temperatures cool, the women’s Cocoon Yarn™ jumper is now €18, and Primark’s famous velvet plush leggings are now just €7. Across men’s, cotton-rich sweatshirts and joggers are down to just €12 each, with cosy hoodies from €11. The lower prices can be found across kids with highlights including cotton rich ribbed tops and bottoms from €2.50 and soft touch cotton-rich leisure tops and bottoms from €7 each.

The new lower prices are accompanied by investment in improved quality, fit and style across the ranges, to give customers even more value for their money. Across the range customers will see new season styles, innovative fabrics and improvements to fit and durability, giving customers confidence the clothes they love can be worn time and again.

In store, work has also been done to make value unmissable and easier to shop. From clearer signage highlighting key ranges with Iconic Value branding, to more simplified and streamlined ranges to make value easier to find.

Matt Houston, Chief Customer Officer, Primark commented: “Value matters to customers today more than ever and for more than fifty years customers have relied on Penneys as the destination on the high street for great value fashion at affordable prices. We want to continue to lead the way in shaping what accessible fashion looks like and reinforce customer confidence in Penneys as the ‘go-to’ for the very best prices without compromising on style or on quality.”

Supported with a campaign running in stores and across radio, social and digital, Iconic Value will launch across Primark’s 19 markets from today.

*Consumer research carried out in July 2026 by 3Gem on behalf of Penneys, including a sample of 1,000 participants across Ireland.