Cheap chic rules! As Primark beats the high street gloom to see sales soar, FEMAIL brings you the best bits from the store's new collection
13:23 GMT, 13 July 2012
It has been the go-to brand for those watching their pennies for years.
And now, as cash-strapped shoppers in the grip of the recession increasingly turn away from pricier brands, Primark has triumphed where others are floundering, reporting a 16 per cent upturn in sales while rivals post depressing slumps.
The budget store, whose 'pile it high and sell it cheap' ethos has seen it become a firm favourite with shoppers of all ages, is bucking the high street’s downward trend, and the fast-fashion store is thriving as
recession-hit shoppers revel in the idea of getting a designer
look-a-like at a tenth of the price of the real thing – or less.
chain, known as Primarni because of its skill at creating cheap
of high designs for the masses, boasts summer tops for as little as 3,
dresses for just 4, bikinis at 8 and men’s shorts for 10 – all of
which have helped it benefit from the austerity culture.
Primark's autumn/winter collection infuses 60s mod with a ladylike femininity, with bold prints, statement shoes and metallic finishes integral to the feel of the new range
The optimistic picture could not be
more different from M&S, which consumer experts are saying has lost its way in terms
of delivering fashions to younger women.
of general merchandise, including clothing, were down by 6.8per cent
year on year at M&S, which is its worst showing in three years.
retail analyst Nick Bubb said: 'The history of the older clothing
chains like M&S and C&A is against them, in terms of Primark’s
burgeoning European expansion programme, but the success of the newer
fashion brands like Zara and H&M show that retailers can travel
outside their home territories if they stick to their principles.
the case of Primark, there are plenty of discount fast-fashion chains
around, but what makes them different is the high quality of their store
merchandising and design.’
Here FEMAIL brings you a first glimpse of the autumn/winter collection as it goes in store.
Houndstooth takes center stage and is woven into dresses, shorts, jumpers and coats
The collection features an overcast palette of moody blues, monochromes and deep wines, with subtle injections intermittently of striking pinks and neons across knitwear and accessories
A thread of inspiration comes from the Mod era with dapper Crombie coats, toe-capped Chelsea boots and ankle skimming trousers all updated with PU trims, metallic foil prints and an array of collar detailing
Trousers are directional, with interesting prints. Leather armed utility jackets, spiked jewellery and stacked wedge trainers provide a harder casual edge whilst ribbon ties, pearls, studs and metallic tips form the details of the collection
Floral patterns stencilled in lace on pencil skirts and blouses are teamed with oversized snug knits adding a softer feel to the collection