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London's Favourite New Shopping Destination: Primark

Primark's new 70,000sq ft Oxford Street store opened on April 5th.

By Alexandra Suhner

London Editor

London's fashionistas are willing to wait two hours in line to pay for clothes at Oxford Street's new Primark store. The fashion superstore, which opened in early April, carries a vast range of womenswear, menswear, childrenswear, and homeware.

The collections are trendy and incredibly well-priced. With organic cotton basic tees at £3 each, and fully sequined backless mini-dresses at £18, Primark is quickly becoming Oxford Street's hottest high street fashion destination.

I went to Primark three weeks ago to snoop around for a project I was working on. I saw some great tank tops and t-shirts at less than £5 each, and decided to buy them on my way out.

When I saw the queue of over fifty people waiting to pay, I realized there is a strategy involved in shopping at Primark.

I returned the next day when the doors opened at 9am. It was quiet and there were no queues for the change rooms or the cash desks. I shopped without feeling like I was in a mosh pit, which is the usual condition in this popular store. The staff told me that early morning is the best time to shop; often great pieces get put out on the shop floor and are sold out by 2pm.

Not many retailers can boast this sort of turnover. Four dresses, three t-shirts, two panties, two pairs of tights, and a pair for shorts later, I was only £55 out of pocket. An absolute killer bargain!

Some consumer are questioning the ethics of Primark, if we aren't paying a high price, someone must be. This fortunately is not the case with Primark. They have a strict code of conduct in line with United Nations regulations that every supplier and their contractors must follow. They manage to keep low prices by producing lots of easy pieces and ordering in huge quantities.

The collections are trend driven but also have great basics. Two pairs of black fishnets for £3 are practically unheard of in London. The shoe department has an amazing range of flat strap sandals all for less than £10.

Sad to say, this was the best retail therapy I have had since I bought the D&G black patent peep toes (yes! the studded ones!) which go perfectly with the £18 sequinned mini dress. I am planning my next trip in the next few days.

Who knows what I will end up with; all I know is that I will be the first one through the door. Here are some Primark products.

click on the images to enlarge





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