Primark announced it will cut prices on hundreds of clothing items, including jeans, jumpers and socks, by up to 29 percent.

The retailer operates more than 190 UK stores and has seen a decline in like‑for‑like sales, driven by higher fabric, wage, shipping and energy costs and a shift toward higher quality standards.

Analysts say the price cuts respond to intense competition from online fast‑fashion platforms Shein and Temu, as well as TikTok Shop and Vinted, which can offer lower prices because they lack physical stores and benefit from exemptions on import duties that will end in October 2028.

Mintel research indicates that 32 % of women aged 16‑34 purchased clothing from Shein in the past year, while about a third of shoppers report buying clothes less frequently due to the cost‑of‑living pressures.

Primark says roughly 85 % of its product range is priced at £10 or less, and the reductions are limited to selected core items; the company expects the changes to help clear inventory without further heavy discounting.

Retail analyst Natalie Berg notes that price cuts from a low‑cost retailer are unusual but necessary when competitors sell items for as little as £3, and that the strategy aims to attract price‑sensitive shoppers.

Primark said it will also improve quality, fit and style of its merchandise while maintaining its focus on low costs and ethical sourcing, and that the price reductions are intended to drive additional sales across the basket.

The price changes are part of broader market pressure in the UK fashion sector, where retailers must balance value for money with thin margins.