The Devil wears Primark πŸ™ŒπŸ»

(Reading time: 3 minutes)

Can we all collectively just take a second, and thank the fashion gods for creating the wonder that is Primark?

We can? Perfect.

Then let’s get a move on.

Primark has been a staple of wardrobes around Ireland for the last three decades, if not longer. I remember being dragged through the aisles by my mother on more than one occasion as a child. “We’ll only be here for a second,” was her famous line, “just a quick look.”

Fast-forward two hours, and we’re still there, and she’s still repeating that same sentence…

Primark was torture. I hated it with a passion. I’m sure most kids did, and probably still do. As a moody teenager, I protested and stood outside the shop door, refusing to take one step further. It was a victory at the time, but thinking back, it was a very small and insignificant one – but that is not the point.

Fast-forward 15 years later, and I find myself taking that once dreaded step more and more often, while repeating that very same phrase, “just a quick look.”

I CAN’T GET ENOUGH.

According to the female ‘experts’ in my life, the ladies’ section of Primark has always been pretty reasonable. In the last few years however, menswear has been receiving some heavy investment, and there has been a noticeable improvement in the garments’ quality. The fabrics, prints, colours, fits, and styles have all undergone radical transformations, which has resulted in something that we never associate with Primark – durability.

It used to be an accepted fact that we were getting one wash from our Primark’ gear before it was bin-worthy. Now, we might get six or seven, before we even begin to notice it’s shifting, shrinking, and shortcomings.

But, at this stage, I don’t really mind. The jumper only cost me €8, and I wore it everywhere, so it was money well spent. It is a commodity of the fashion industry and fast fashion in general – buy it, flaunt it, flog it – before finding the next item, and repeating.

Primark is essentially a fashion house for frauds – scanning the market, spotting trends, highjacking pop culture, reducing the quality, producing en masse, selling cheap, and profiting big.

It is a vicious cycle, but one that I find myself very much a part of. Fashion moves fast, and trends are fleeting, but with the investment that is currently being pumped into this fast-fashion space, why not take advantage of Primark’s endeavours to be the best at coming second.

They see a trend, replicate it, and move. It is a solid business plan, and has multiple benefits – happy customers, affordable trends, and continual advancement.

However, Primark’s pulling power and universal appeal could see them become more than just the fraudulent cheaper choice, in my opinion, but maybe our only choice.

To put things in perspective – name another fashion outlet that is a market leader for clothing and accessories operating in 11 different countries worldwide, has 385 fully functioning stores, employs almost 70,000 people, has a dominant social media and online presence, profits from repeat customers, and is continuing to expand year on year?

____________.

No, you can’t name one?

I didn’t think so!

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