Content area
Full Text
Selfridges' decision to allow Primark into some of its stores is a win win for both retailers.
Why would you put a value brand alongside a luxury retail format? An initial reaction must be that value shoppers will have little or nothing to do with the luxury retailer while for top-end shoppers it may be off-putting to see cheap stock alongside expensive label-led merchandise.
Yet news that elements of Primark's menswear range are going into Selfridges' Manchester Trafford and Birmingham branches shouldn't really surprise. The fact is that the 'Primarni' phenomenon is pretty well documented and what is happening is no more than a...