Tuesday 25 June 2013

Rebranding of Primark?

As a student with a budget I'm so happy that Primark has finally produced a more on-trend and fashion conscious collection!

Today Primark unveiled its new Autumn/Winter 2013 collection to the press. The women's wear collection has a much more "grungy chic" feel with dark tones, plaid prints, gold studs and military boots - taking inspiration from Chanel's Fall runway shows. Conversely Primark also uses more pale and soft colours with feminine tailoring, a nod to the likes of Chloe and Celine. Overall, as Bianca London puts it, the range has a "grown up elegance and soft edged minimal feel". For menswear, knit and tailoring are the key themes with a lot of dark colours and leather detailing.

I believe this collection will have more of an impact in the fashion market; in terms of the purchased garment being the core part of an outfit rather than an accessory or a basic garment.

Primark has always been known for it's cheap prices and the idea of "buy, wear once, throw away". but recently I've seen the prices creep up with not much to show for it. So I'm glad they are finally producing a range that makes them a real contender in the fashion market.
I think Primark is really trying to reach the more fashion conscious consumer, with it's expansion to the ASOS website (which is interesting for a brand that had no advertising and believed in their only tactic of word of mouth) and a collection that really address the trend of A/W 13.
I'm not saying Primark has completely changed - we wont be seeing any billboard adverts soon and you'll still be able to purchase a slogan tee or neon tights - but it's a step in the right direction for a company whose price bracket is now similar to New Look and H&M.
Xx - Laura
A little preview of what to expect:



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