Primark lowers prices across hundreds of clothing lines

Primark has lowered prices across hundreds of womenswear, menswear and kidswear products as part of a new “Iconic Value” initiative aimed at reinforcing its position as a destination for affordable fashion.

The retailer said the lower prices will apply to new ranges arriving in stores from today and will continue throughout its Autumn/Winter collection, covering a selection of bestselling products across clothing and essentials. 

Among the price reductions are the retailer’s viral women’s boyfriend pyjama set, reduced from £17 to £13, cotton-rich jeans priced at £9, and pure-cotton pyjamas from £7. In menswear, cotton-rich sweatshirts and joggers have been reduced to £10, while hoodies will start from £9. Across childrenswear, selected cotton-rich tops and bottoms will be available from £2.

The move comes as consumers continue to prioritise value amid ongoing pressure on household budgets. Research commissioned by Primark found that 61% of UK consumers consider good value the most important factor when purchasing clothing, while 46% said securing the best value for money is their top priority when shopping for their family. 

Alongside the price reductions, Primark said it has continued to invest in improvements to product quality, fit and durability across its ranges. Customers will also see updated in-store signage and simplified merchandising designed to make value-focused products easier to identify. 

Matt Houston, Chief Customer Officer at Primark, said: “Value matters to customers today more than ever and for more than fifty years customers have trusted us as the destination on the high street for great value fashion at prices you can’t find anywhere else.”

“We want to continue to lead the way in shaping what affordable fashion looks like and give our customers the confidence that they can always trust Primark for the very best prices but without compromising on style or on quality.”

The initiative will be supported by a marketing campaign running across stores, radio, social media and digital channels, launching simultaneously across Primark’s 19 markets.

The announcement comes as retailers continue to sharpen their value propositions amid ongoing pressure on household budgets. Recent research by Zero100 found that while most British consumers say ethical production matters to them, price remains the dominant factor when buying clothing, highlighting the continued importance of affordability for fashion retailers.