Primark appoints director of womenswear design
Primark has appointed Keiron Birch to the newly created role of director of womenswear design.
Birch has 20 years’ experience in the fashion industry after working with brands including Tommy Hilfiger and Abercrombie & Fitch, as well as Calvin Klein where his most recent position was vice president of European design.
Subscribe to TRBIn his new role, he will be responsible for womenswear design, including leading the fashion, footwear and accessories design teams.
Primark has been busy investing in its womenswear offering with the introduction of Primark Scene, a new collection aimed at younger shoppers. It is also continuing to expand its Edit range of elevated contemporary collections.
Mary Lucas, trading director of womenswear at Primark, said: “We’re delighted to welcome Kieron to Primark. We believe our womenswear offering proves shoppers can get great quality style across both trends and timeless pieces at Primark prices, that look and feel great.
“Kieron’s experience and passion for consumer trends and style, will make him an invaluable addition to our team as we continue to strengthen our overall womenswear offering across the full design spectrum including fit, material and how it performs when our customers wear and wash it.”
Birch said: “I’m excited to join Primark at such a pivotal time for womenswear and the Primark business. I really believe in Primark’s value-led approach, and that people shouldn’t have to pay more to look and feel good. I see great opportunity in combining value with style, to deliver everyday basics and trend-led fashion at a price people want.”
