Bargain-hunters, your prayers have been answered.
[All images via ASOS.com]
As someone whose home town doesn't have a Primarni to its name, I'll be relieved not to have to schlep my way to the nearest store in order to get my fix, especially when the items I've been lusting after in magazines aren't always reliably stocked in my local branch (but rest assured, there will always be an inexplicably plentiful supply of comedy onesies doing the rounds and being abandoned on the shop floor, amid the detritus...). It can also be maddening knowing that Primark offers the product that I want, but for some reason its entire stock is in sizes 8-10, for no apparent reason other than to taunt me. Pfft. Well, with ASOS to the rescue, surely things will turn a corner, knowing how efficient and successful the web retail giant is - even at a content marketing event last week, two speakers chose to use the website as an example of great strategic marketing, and rightfully so.
One of the six products currently available; the parka.
To those who think that Primark might seem like a very low-end acquisition for the brand, you only have to consider ASOS' target market (young women who want to stay on-trend) and its origins as a provider of celebrity-infused fashion. It's not long since the website began stocking high street labels like River Island, Motel and Lipsy, so Primark feels like a natural addition to the brand directory as ASOS continues being relevant to, and in the price range of, recession-crippled Brits. Whilst its high-end efforts such as the Black range are laudable, what keeps the site at the top of shoppers' online bookmarks is its affordability - the idea that you, too, can have a piece of the pie for less, even if you're a student or you're on a very tight budget.
I definitely feel that this is a step in the right direction. Having Primarni on the books can only add to ASOS' reputation as the go-to site for British women, especially if it means you can replace the jumble sale feel of rush hour Primark with the sleek and sophisticated feel of the online retailer's homepage. And as for the perfect first purchase from this shopping marriage, I'd have to choose the studded parka (£22) - great for festivals, taking into consideration the high risk of crap British summer weather along the way...