Primark launches new youth-focused label
Primark has launched a new youth-focused label designed for teenage and young adult Gen Z shoppers.
The retailer said The Primark Scene is aimed at young people who feel caught between kids’ ranges that feel too young, and adult fashion that does not reflect who they are.
Subscribe to TRBDeveloped over the last 18 months, the label was informed by young people who shared what influences their fashion identity, how they choose what clothing to buy, and how they style and personalise their looks.
The collection includes a range of outerwear, knitwear, skirts and dresses, denim, tops and shirts, featuring low rise jeans, puddle leg silhouettes, cropped styles and oversized slouch fits with distinctive colours and graphics.
Primark said the collection is designed with three youth audiences in mind: style-setters seeking to express their individuality through the latest trends; casual customers who value a balance of comfort, style and quality; and festival-goers looking to create standout looks for festivals and gigs.
Kelly-Ann Carroll, head of buying at Primark said: “We’ve spent time listening to young people to understand their world, their lifestyle and what influences their style choices.
“The Primark Scene is about giving them the styles that they’re seeing and saving across their social feeds while staying true to what matters to them most: fit, comfort and the best price points.
“The youth customer excites and inspires our team daily and we want them to feel seen and represented when they shop with us.”
The Primark Scene will be available in dedicated spaces within selected stores across Ireland, the UK, Spain, Portugal, Italy, France, Netherlands.
