Primark says it is investing in innovative fabrics, improved garment construction and fit, and overall durability to create clothes that "can "be worn time and again".

These improvements will coincide with a price drop on hundreds of Primark's most popular items including jeans, pyjamas, leggings, hoodies and jumpers.

A new poll shows that 46% of UK shoppers says value for money is their priority when shopping for clothing for their families, while 61% say good value is the most important factor when buying clothes.

The retailer says the changes to price and quality are intended to address these needs directly, giving customers greater confidence in both pricing and product longevity.

“Value matters to customers today more than ever and for more than fifty years customers have trusted us as the destination on the high street for great value fashion at prices you can’t find anywhere else," explained Primark's chief customer officer Matt Houston.

“We want to continue to lead the way in shaping what affordable fashion looks like and give our customers the confidence that they can always trust Primark for the very best prices but without compromising on style or on quality.”

To further highlight the changes, Primark plans to introduce clearer signage and simplified displays throughout its UK stores, making its value ranges easier to find.

The new campaign will be rolled out across all 19 of Primark's markets, with support from in-store, radio, social and digital advertising.

Last year, Primark has reported an 8% increase in its clothes made from recycled or more sustainably sourced fibres in 2025 compared to 2024.

Earlier this year, Primark announced the next phase of its Circular Product Standard, aimed at scaling circular design across its business, introducing a new ‘Progressive’ design level which raises expectations for materials, durability and recyclability requirements.