Primark vs Shein: is the fast fashion crown starting to slip?
- Two Teachers
- Nov 13, 2025
- 3 min read
Primark has been a major name on UK high streets for many years. Its low prices, large
stores and wide product range have made it a popular choice for students and families. However, fast online retailers such as Shein, Temu and Vinted are attracting more young shoppers. This raises an important question for the industry;
is Primark losing relevance, or is it simply adapting to a changing market?
Shein’s rise
Shein has grown quickly because it offers very low prices, home delivery and a huge range of products. It also uses technology to identify trends and release new styles at high speed. Many young shoppers now see online retailers as more convenient than visiting physical stores.
In the BBC report, one shopper said that almost all her wardrobe is now from Shein. Mintel research supports this. Nearly half of UK women aged 16 to 34 bought items from Shein in the past year. This creates real competitive pressure for Primark.
Why some shoppers stay loyal to Primark
Although Primark’s like-for-like sales in the UK and Ireland have fallen by 3.1 per cent, the brand still has many loyal customers. These shoppers value the ability to see and feel products before buying. Some also feel the quality is good for the price.
Primark is trying to improve quality through its Durability Framework, which aims to make clothing last longer. The company is also performing well internationally. Global sales rose by 1 per cent this year due to new stores in Europe and the United States.
Three challenges for Primark
No home delivery
Primark has chosen not to offer home delivery in order to keep costs low. It offers click and collect, but this is limited. For many young shoppers who expect fast delivery, this lack of convenience is a problem.
Store experience issues
Some customers find Primark’s stores overwhelming. They describe them as busy, loud and difficult to navigate. This can make online shopping feel much easier in comparison.
Stronger price competition
Some shoppers believe Primark is not as cheap as it once was. Although the company says that 85 per cent of its products cost ten pounds or less, rivals such as Shein often offer even lower prices. This changes customer expectations.
The ethical question
A growing number of shoppers are choosing to buy fewer but better quality items. More people are also using second-hand sites such as Vinted and Depop. At the same time, Shein faces criticism over environmental concerns and working conditions in its supply chain. French authorities have also investigated the sale of concerning items through third-party sellers.
These issues raise questions about the future of fast fashion. Price remains a major factor for many consumers, but ethical concerns are becoming harder for brands to ignore.
Is Primark losing relevance?
The evidence suggests that Primark is still a strong retailer. It attracts large numbers of customers, has loyal fans and continues to grow in some markets. However, Shein and similar brands are changing the expectations of young shoppers.
Primark’s biggest risk is appearing out of date, especially when compared with online retailers that offer convenience and endless choice. Its strengths are low prices, strong brand recognition and large stores that encourage bulk buying.
Primark’s paper bags are unlikely to disappear from the high street soon. However, the business will need to adapt if it wants to remain relevant in a fast changing market.
Questions for business students to consider:
Why are retailers like Shein becoming more popular with younger shoppers, and how does this put pressure on Primark?
How could Primark improve its appeal to modern consumers while keeping its low cost business model?
Extension task: evaluate whether Primark should introduce home delivery in the future. In your answer, consider how this might affect costs, prices, customer behaviour and Primark’s position in the fast fashion market.
References
BBC News. “Shoppers are turning to Shein but some still cannot leave Primark.” Published 8 November 2025. Accessed 13 November 2025.
Mintel. UK Clothing Retailing Market Research. Accessed November 2025.
Kantar Worldpanel. UK Clothing Market Data. Accessed November 2025.
Shein Corporate Website. Company information and statements. Accessed November 2025.
Primark Corporate Website. Sustainability and Durability Framework. Accessed November 2025.
French Ministry for the Economy (DGCCRF). E commerce statements and investigations. Accessed November 2025.
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