Primark’s fashion changes

TAILORING fashion to match changing customer tastes boosted Primark’s sales.

John Bason, finance director of the retailer, which has stores in the UK, US, Germany and Spain, said ‘tweaking’ stock to reflect regional differences grew sales, which jumped 13pc in the 40 weeks to June 24 compared to the same period last year, while UK sales were up 9pc.

Early trading in its new stores in Florence and New York have been strong so far.

Bason said the firm typically sells brighter clothing in regions like Spain and Italy, and more subdued colours in the UK.

He added that the firm had driven sales by bolstering its following on Instagram – where it nearly has nearly 5m fans – despite shying from e- commerce due to the costs associated with deliveries and returns.

Primark previously sold some clothes on Asos, but ended the collaboration due to costs.

Bason said the firm would often see one in three of its items returned. He added that introducing a ‘click and collect’ feature across stores could work as a possibility, but refused to confirm whether the scheme would be rolled out in stores.

Sales across its parent company Associated British Foods, which includes household staples like Kingsmill bread and Twinings tea, increased 10pc at constant currency rates, or 20pc ahead at actual exchange rates – prompting the firm to raise its full-year outlook.