Primark’s Never Basic campaign champions quality and style at affordable prices

UK – Primark is spotlighting affordable fashion essentials with the launch of its new spring/summer campaign, Never Basic – Standout Quality. Iconic Prices. Running across 462 stores in 17 markets and on digital platforms, the campaign aims to challenge perceptions that value means compromising on quality. 

Featured items include wardrobe staples such as 100% cotton T-shirts, recycled cotton camisoles and cotton waffle shorts, with prices starting from £2 ($2.64, €2.37). ‘You don’t need to spend more to get great-looking basics you can wear over and over again,’ said Michelle McEttrick, chief customer officer at Primark.

The campaign, developed with creative agency VCCP, includes in-store signage and updated visual merchandising to showcase its essential ranges. Nikki Lindman, creative director at VCCP, added: ‘There is nothing basic about great quality at great prices.’

The initiative aligns with the retailer’s Primark Cares commitments, which include using more sustainable materials and promoting clothes designed to last longer. 

For more insights on what consumers value and how brands are strategically responding to this, read our New Codes of Value macrotrend report.