Retail choice: Primark, Manchester

Have you noticed how secretive people can be when they have been shopping?

There's something about arriving home, laden with shopping bags, that makes people want to, well, lie. Branded plastic bags are secreted in wardrobes or under stairs, receipts carefully hidden from prying eyes.

But something strange has been happening. Brazen displays of multiple shopping bags have been witnessed across the UK. It may sound like it should sell printer cartridges, but Primark is at the forefront of a retail revolution.

The formula is simple: take the latest catwalk item, create something similar, and sell it for next to nothing. If the idea of spending £1000 on a bag makes your blood curdle, relax - a virtually identical one will be available at Primark. For less than a fiver. In-store, individual lines are grouped together; displays are clean and simple. You could be in Debenhams, were it not for the utilitarian signage with things like '£6' on it.

Primark isn't alone in this market, but it is the most bullish. Together with New Look, Matalan, TK Maxx and brands such as Tesco's Cherokee, it represents a major shift in consumption. Spending hundreds on designer labels suddenly seems uncool. Which, perhaps, is how it should be.

- Design agency: Dalziel & Pow.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands