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As COVID-19 restrictions eased, increasing numbers of customers took up outdoor sports, including hiking, surfing and open water swimming.
Primark’s aim is to help customers look good and feel good at prices that are affordable to as many as possible. However, affordability can too often be a big barrier to the accessibility of outdoor sports, particularly when it comes to high-quality, technical gear, which usually comes with a hefty price tag. Our research, conducted in Ireland, showed that while 20% of consumers would like to wear technical outdoor clothes when undertaking these activities, they felt these were beyond their budget.
Our seasonal range of high-performance clothing and accessories aims to bridge that gap and open up participation in outdoor activities to everyone. First launched in September of last year with a collection of specialist hiking essentials including walking socks and boots, waterproof jackets and breathable trousers, the range aims to equip customers with the technical gear they need to enjoy outdoor, technical sports, at wallet friendly prices.
The puffer and waterproof jackets proved particularly popular, and we quickly saw that we had tapped into an area where there was both real customer demand and potential to appeal to new customers who might not have previously considered Primark for their technical outdoorwear.
Building on the success of the first range, in April of this year we launched a second collection centred around giving customers the accessories and clothing they need to be able to enjoy water sports, including open water swimming, surfing and body boarding. This 26 piece collection, two-thirds of which was made from recycled or more sustainably sourced materials, was showcased in almost 200 stores across five markets. Highlights included wetsuits for the whole family, our changing robe, a kids’ rash vest and swimming goggles.
The range, which caters for the whole family, offers incredible value versus comparable products on the high street, and sells at much lower prices than those offered by specialist highperformance brands. However, this does not mean we have compromised on quality. We have worked hard to make these products technically credible, including by partnering with suppliers who are specialists in highperformance outdoorwear.
As a result, the products are full of functional attributes. For example, our wetsuits, from £32 for the short suit, have a thickness of 3mm and the blend of neoprene and polyester provides ease of movement. This fabric ensures they are super flexible while keeping the wearer warm and protected from the elements. Other functional features include a flatlock seam construction for durability and comfort, and a back zip in a longer length for easy access, complete with a Velcro puller tape to make it easy to reach. Our lined, waterproof changing robe has a two-way zip for fast access, adjustable sleeve cuff opening and two fleece-lined zip pockets both on the outer and inner shell.
Following this success we are launching a new and exciting third collection of high-performance outdoor clothing this winter