NAME THE season’s trends, the cable knits, the capes, the aviator jackets, the willowy prints versus the camel and military coats and they were all there at Penneys autumn/winter presentation yesterday in Dublin.
Their first catwalk show in Dublin for more than nine years, the company founded in Ireland in 1969 and now known internationally under the Primark brand, also marked the opening of its 203rd outlet yesterday in Guildford.
Plans are also afoot to target another European country next year. The firm has a presence in seven. Unlike other high-street brands, however, there are no plans to sell online.
Their mass appeal fashion credentials were evident in the lightweight floral prints worn with cable knits, in slim shifts brightened up with tartan shirts and umpteen snowflake sweaters that could be sported this way or that.
There were sweet dresses worn in cool ways with shoeboots and socks, from one in grey boucle to another in pleated lingerie chiffon. A stunning black jewelled brocade coat and another in red were at prices lower than €40.
Other items such as black lace playsuits, printed corsets and flimsy pewter trousers looked tarty rather than stylish, but this was a collection for all tastes and pockets.
“Some markets are more fashionable than others. Ireland is more dressy than the UK; London girls dress down”, said chief executive Paul Marchant.
“We have to go native in other markets and the expertise and skill lies in interpreting catwalk trends in an appropriate way to your market,” he said.
Prices could be justified, he added, on the basis of high volume, low overheads, minimal advertising and relatively low margins.
As for the controversy over ethical standards, the appointment of a director of ethical trading indicates a commitment to ensuring a code of conduct and efficiency in over 2,000 factories involved.
