Dalziel dazzle: Primark primed for Just Nots

London – During LS:N Global’s Just Nots network evening, held at The Future Laboratory headquarters last month, editor James Wallman interviewed Sarah Fairhurst, associate director at design consultancy Dalziel and Pow.

Fairhurst spoke about her agency’s work with discount clothing retailer Primark and how she adapted the store’s interior to appeal to the Just Nots’ discerning tastes.

‘Just because the customer is shopping for a £4 t-shirt doesn’t mean he or she wants to shop for clothes in a supermarket environment,’ Fairhurst said. ‘What people are demanding is a better customer and brand experience.’

See the above video for more on how Dalziel and Pow adapted Primark’s retail space to cater for the Just Nots generation. Check back to LS:N Global’s Seed section each day this week for more insights from the experts who attended our network evening.