Driving growth in womenswear through category investment and customer engagement

From the 2026 Annual Report

Womenswear is Primark’s largest category and the cornerstone of its product offer. The ranges are central to brand strength and a key performance driver, making them a priority as Primark reaffirms its great value credentials with customers.

During the year, Primark continued to strengthen its womenswear proposition through an improved product offer, a sharper focus on price and value and an increased emphasis on customer engagement.

Product innovation remained key. Primark launched and expanded successful ranges such as Primark Scene and Performance, as well as increasing its co-ordinated fashion offer, giving customers more choice and even better style. Work also continued to improve fit and sizing.

Investment in new fashion-focused partnerships with strong social and creator activation is helping to broaden Primark’s reach and drive incremental sales. With the debut ‘By Coleen’ collection, Primark delivered strong global sales and set a new Click & Collect record, with 31% of purchases in the first two weeks of sale coming from new Click & Collect customers. Another initiative, ‘Spotlight’, which sees Primark partner with locally relevant influencers, launched in the UK and Ireland with fashion influencer Perrie Sian.

It delivered strong results, and significantly expanded Primark's reach, with 77% of Instagram activity and 98% of TikTok activity coming from non-followers.

To reach more customers, the year saw the launch of three integrated marketing campaigns promoting Primark’s womenswear offer, designed to reach new and existing customers. These included ‘In Denim We Can’, for women’s denim last autumn, and ‘Shockingly Chic’ in spring, promoting the new co-ordinated fashion offer, followed by ‘The Get Away’ which introduced Primark’s summer collection across the UK and US and was also Primark’s first fully integrated campaign in Spain.

Commercial results across these campaigns were very encouraging, resulting in an 8% year-on-year uplift in Primark’s market share in women’s denim, Primark’s highest market share in women’s denim in two years. ‘Shockingly Chic’ also performed strongly, particularly in the UK, Ireland, France and Italy, with sales ahead of expectations.

Following the success of these initiatives in driving like-for-like sales, Primark intends to roll them out further in other markets.

Coleen Rooney modelling the Tie Back Poplin Shirt from her first ‘By Coleen’ collection at Primark