New research shows more than three quarters of teens in Ireland struggle to afford fashion trends as Penneys launches new collection for young people

• Over three quarters (77%) of teenagers in Ireland regularly see online fashion trends that they cannot afford, with 65% turning to TikTok for style inspiration

• Style, price and fit are most important factors for teens when buying clothes

• 80% say affordable prices make a brand feel like it was designed with them in mind

• Over half of teens (51%) prefer to shop in-store, compared to 46% who mainly shop online

• New youth focused range at Penneys is designed for teens and young people that feel underserved by kids and adult fashion

New research from Penneys reveals that over three quarters (77%) of teens in Ireland feel they are priced out of fashion, as they regularly see online trends that they cannot afford*. The findings come as the retailer has launched a new youth-focused label, The Primark Scene, a collection designed for young people who feel caught between kids’ clothing ranges that feel too young, and adult fashion trends that don’t reflect who they are.

Style (26%), price (24%) and fit (19%) are the top priorities for teens in Ireland when buying clothes. In fact, 80% say affordable prices make a brand feel like their clothing was designed with them in mind, followed by trendy styles (78%) and a strong social media presence (49%). Created to better serve teens and young people and meet the needs of a fast-growing youth fashion market, The Primark Scene collection from Penneys offers trend-led affordable styles that allow young people to express their individuality through clothes that feel authentic to them and help them feel seen.

Social media is also shaping how young people discover and define their style, with 65% of teens turning to TikTok for fashion inspiration and over half (53%) looking to their friends for style tips when deciding what to wear. In response to this, The Primark Scene has been shaped directly by young people, ensuring the collection reflects the influences that define their fashion identity today.

Teens in Ireland still love to hit the shops and check out the latest fashions, with just over half (51%) admitting they still prefer to shop in-store. The Primark Scene is now available in dedicated spaces within selected stores across Ireland, marked by the label’s new bespoke branding, to make it easier for younger customers to find the range and shop together.

Kelly-Ann Carroll, Head of Buying at Primark said: “We’ve spent time listening to young people to understand their world, their lifestyle and what influences their style choices. The Primark Scene is about giving them the styles that they’re seeing and saving across their social feeds while staying true to what matters to them most: fit, comfort and the best price points. Young people inspire our design and buying teams daily and we want them to feel seen and represented when they shop with us.”

The research also confirmed that fashion plays a central role in self-expression (86%) for teens. Taking this into account, The Primark Scene has been created with three core youth mindsets in mind:

• style setters who want to reflect their individuality with the latest trends at great value prices

• casual customers who love a mix of comfort, style and quality

• social butterflies looking to create standout looks for festivals, gigs and social moments.

The collection spans outerwear, knitwear, skirts and dresses, denim, tops and shirts, featuring low rise jeans, puddle leg silhouettes, cropped styles and oversized slouch fits with distinctive colours and graphics, all at unbeatable prices.

The collection is available in selected stores across Ireland, UK, Spain, Portugal, Italy, France, Netherlands and the US with prices starting from €4.00.