Trend Report: Introducing The Primark Scene
Hi, I’m Kelly-Ann and I’m the Head of Buying for Womenswear. I look after multiple categories within the department including our new affordable fashion collection The Primark Scene.
This January, we launched The Primark Scene range in selected stores globally. This is our brand-new affordable fashion range designed entirely around the way young people dress, shop and express themselves.
Seeing Youth Differently
The Youth customer is changing everything, from how trends spread to how personal style is defined. For our team, that shift wasn’t something to admire from afar. It was an opportunity.
The Youth customer excites and inspires us daily with how pop culture and nostalgia influence their fashion identity and how they curate their wardrobes and personalise their looks, which is truly unique to them. They are our muse, and we want them to feel seen and represented at Primark.
The Primark Scene is our answer to a rapidly growing Youth fashion market - one that’s creative, expressive and value driven, but underserved at its price point. Over the past 18 months, the team built a completely new Youth fit from the ground up. Think:
- The perfect low rise jeans
- Puddle leg lengths
- The perfect crop
- Oversized slouchy silhouettes
- And unique colourways and graphics exclusive to The Primark Scene
It’s fashion that reflects the way young people actually dress - not just an adapted version of our Womenswear ranges.
Why Now? Because Youth Are Defining the Moment
Young people aren’t just following trends - they’re driving them.
From TikTok microtrends to nostalgia inspired outfits, the Youth customer is shaping and defining fashion trends and influencing personal style and pop culture through their digital footprint. Yet through research, the product team uncovered a clear gap: between kids’ ranges that feel too young, and adult fashion that doesn’t reflect who this shopper is.
They’re the emerging tastemakers and savvy shoppers. We identified a gap in the market at a value price point, and we wanted to create an authentic wardrobe destination - made for them and influenced by them.
Three Youth Tribes. One Scene.
Through extensive research, the team identified three key Youth style identities who will connect with this collection:
- The Trendsetter: Early adopters who want the latest looks the moment they drop.
- The Casual Customer: Comfort driven with a soft, feminine edge.
- The Fierce Customer: Festivals, gigs and statement outfits - this tribe is all about bold energy.
The range will consist of a collection of wardrobe essentials in jersey, leisurewear and denim that reflect the Youth customer fit and style, along with regular fashion drops including knitwear, outerwear, dresses, skirts, shirts and shorts.
The Primark Scene doesn’t just acknowledge these identities – It celebrates them.
It's designed as a one stop space for Youth shoppers to build looks, update their style and explore new trends – all at value they trust.
Inside the Design Process
Creating The Primark Scene took 18 months and a highly collaborative team.
The starting point for us was developing a clear understanding of this customer profile, their personal style, their interests and what influences their shopping habits.
To do this, we created a new product team across buying, merchandising and design. We immersed ourselves in Youth culture, carrying out extensive research across trend forecasting tools, social media and the retail landscape to identify the three youth customer profiles we wanted our collection to speak to.
We obsessed over the price point and the ultimate fit, working with our Product Technologists to deliver this. We wanted the collection to give Youth independence and autonomy to define their personal style.
Our designers identified macro themes, colour palettes, silhouettes, graphics and print direction that update regularly to support our monthly fashion drops which we then used to develop this product with our suppliers.
We also partnered with our Customer team to develop new branding that reflects how the Youth customer wants their personal style to be celebrated and seen.
Our product team then mapped out the final collection and presented it to me and our Head of Merchandising, and finally our Womenswear Trading Director and Merchandising Director for final sign off. And this is the range that has now landed in our stores!
What I’m Most Proud Of
There are three things that stand out most to me as something I’m proud of with this launch:
- Becoming a true Youth destination at the best value in the market
- Delivering exceptional fit and quality designed specifically for this customer
- The cross functional collaboration that brought the range to life so quickly
And my favourite part of all?
The fit! Low rise, puddle legs, the perfect crop, oversized slouch… It’s authentically Youth, and it shows.
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