Primark wears cheap fashion crown

Discount retailer Primark is predicted to be overtaking affordable fashion from George at Asda, according to retail analysts at Verdict The Irish-based company is thought to take an 18.4 per cent share of the disposable fashion market, ahead of George on 16.3 per cent and Tesco on 10.9 per cent. Primark's popularity was evident when it caused a mini stampede and outrageous queues at the opening of its London flagship store on Oxford Street April.

The cheap fashion market, which covers 25 per cent of all clothing bought in the UK, is worth £8.5 billion annually. Verdict analyst Maureen Hinton said: "Primark owes its success first and foremost to its investment in property. The clothes are still cheap, but the stores don't look so and are in prime locations."

Since the start of 2006, Primark has increased its retail square footage by over 70 per cent. George at Asda, which launched in 1990, is seen as the pioneer of cheap chic, but Hinton said: "Most value retailers, such as George, attract a family shopper, whereas Primark's market is much younger."

Dubbed "Primarni" by the style press, Primark's range includes £3 tops inspired by labels such as Prada.