With the promise, as far back as the summer, of a new Primark store in Winchester city centre, more than just a few students' hearts lept for joy at the idea. Replacing the BHS store, Primark would occupy a large retail unit in the Brooks shopping centre, a prime location. Finally, affordable clothing for the residents of Winchester (both students as well as permanent residents) was about to arrive. The city of Winchester is well-known for its expensive living costs not only in rent but also in its high end retail shops such as Hobbs, Jigsaw and Jack Wills. It draws in a significant amount of tourists visiting the historical sights, but also the smaller boutique shops. All in all, shopping in Winchester has remained a costly venture.
Primark began trading as Penneys in Dublin, Ireland in 1969 and crossed the water in 1973 taking on the Primark brand name. It has always carried the association of lower priced goods and has thrived through developing a wider customer base. The immediate appeal is to those on low income; this can range from the elderly to students and, as unemployment is set to increase further, many more will become reliant on buying goods more cheaply.
Opening on the 4th October (a day earlier than planned), Primark unveiled its most recent store. On initial inspection the store ticked all the boxes, catering for all ages (although grumbles of a smaller than desired Menswear section from the other half were ignored). What stood out was exceptional tidiness and a very organised stock; very unlike Primark. As lovable as Primark is, it's a universal truth that you enter at your own risk, ready to do battle with mounds of unkempt piles. This pristine presentation was brushed off in the knowledge it was the first day of trading and was bound to look like this. However, closer inspection resulted in a few emerging horrors in the perfect exterior. Possibly having to look twice at the price tag to double check it has read correctly was a bad sign. Things went from bad to worse, wafting around the very pleasant and good tempered staff, with the discovery that all items just seemed a little bit too much.
The higher prices made you think again about what you were purchasing. Was the item really worth it? Or was it best to hold off? Of course, walking away from Primark to even New Look proves the store remains cheaper, but at the same time, the quality hasn't increased. Also what appears unclear is whether prices have been hiked up above other Primark stores, just because of the location and assumption that Winchester customers will pay with no other alternative. The bosses of the company are laughing, having risen in the public eye as a cost effective brand and yet through this reputation have been able to increase their revenue.
In a way, it feels the fondness I had for Primark has diminished with the disappointment of the Winchester store. Clothing hasn't declined at Primark, but I couldn't say they warrant what's on the tag. Primark - who would have thought we'd be paying for the brand name?
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