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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.
The chain, known as Primarni because of its skill at creating cheap versions 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.
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