Retail giant Primark set to make its mark on the capital

Published on Thursday 26 August 2010 18:23

FOR years the Capital's fashion- conscious bargain- hunters have squinted enviously as a bounty of cheap and trendy Primark stores popped up across the country.

Countless trips along the M8, across the Forth and north to Stirling have been made for the latest designs straight off the catwalk, all at a much lower cost than in the premium boutiques of George Street.

So common is this shopping pilgrimage, that the city's economic development tsar Tom Buchanan wryly suggested: "If the carbon footprint in Edinburgh is improved by one thing and one thing alone it will be people not going to Braehead, Stirling and Dunfermline to shop at Primark."

So when city planners this week ended years of retail envy by approving a planning bid to open Scotland's 18th Primark store, on Princes Street, a conspicuous void in Edinburgh's commercial brandscape was filled.

But news of Primark's arrival is not just a coup for snappy dressers. It is a feather in the cap of the council's bid to revitalise Edinburgh's most famous thoroughfare and represents a major boost to its "string of pearls" masterplan for Princes Street, first mooted in 2007 as a way of ensuring a joined-up approach to future development.

The multi-million-pound development, set to begin next month, occupies the same block as a planned easyHotel, suggesting the famous street is slowly luring back some of the big high street names it lost over the past decade.

By making a such huge investment at a time when many retailers are tightening their belts, Primark is bucking the national trend. The Irish firm is redeveloping the unit at the former Marks & Spencer ladies-wear branch at the western end of Princes Street as well as offering half a million pounds in developer contributions to the tram works and a revamp of Rose Street. The latter could also receive an injection of passing trade, as Primark will have a second customer entrance backing on to the street.

For these reasons, Primark has been hailed the most exciting development on the historic street "in a generation" and could form the catalyst that kick-starts the revitalisation of Princes Street.

But what impact will 75,000 square feet of retail muscle have on the cityscape, consumer trends and other retailers?

After investigating Primark's success nationally, the editor of Retail Week, Tim Danaher, said the company was a "real driver" in getting bodies back into the high street, particularly younger shoppers. He predicts the chain will act as a magnet for customers and also commercial rivals keen to exploit the anticipated spike in footfall in and around the outlet.

"Take Oxford Street in London and Manchester city centre," he said. "What Primark does is that it changes where the prime pitch is and changes where shoppers are drawn to."In London it was right on the fringe of Oxford Street. It was an end shoppers would not really venture to but all of a sudden it's changed the centre of gravity of Oxford Street."

He added that it was an "unashamedly mass market retailer" that needed capacity, which may have been the root cause of the decade-long hold-up to open here.

"Primark has an amazing effect on a lot of towns when it opens just because it gets people back into the town. It has a real positive impact, particularly getting younger shoppers back in. I know you have had a bad couple of years with the tram works and that doesn't help any shopping destination but it's just amazing when you look at Oxford Street and places like the centre of Manchester - the number of people with those brown paper bags, it's an absolute phenomenon."

But what is the secret of its draw?

"Its magic is its ability to translate trends on the catwalks to the shops and get them out there cheaply in double-quick time," says Mr Danaher. "It's something unique. It's a destination and not many retailers can claim they are a genuine destination."

Councillor Buchanan is optimistic about the impact of the clothing store and said he had received no complaints from business leaders over its arrival.

"Ultimately, it is a good thing for major retail areas that a company like Primark considers moving in," he said. "The strategy for Princes Street was based around looking at the blocks of the street. The thing that the Princes Street store will do is encourage other retailers to fill up any additional space that's in and around them.

"Opportunities will arise for people who want to be next to Primark. That's bound to happen. No-one has contacted this office through the whole of the Primark proposals with concerns from the business community."

Cllr Buchanan said the financial rewards for Edinburgh were impossible to quantify but would generate a "significant increase" in footfall figures for Princes Street and "encourage retail spend along the street and shops near to Primark".

"It does fit into the Princes Street model and it will do a lot to help us attract other retailers back to Princes Street," he added.

The store is expected to open in time for Christmas 2011, meaning that this year could be the last that sees the fashionistas of Edinburgh making that long trek to Primark stores around Scotland.

If the experts are right, it could also ensure that Capital retailers will be enjoying a very welcome merry Christmas next year.

ARE YOU LOOKING FORWARD TO PRIMARK?

YES

Evening News fashion writer LYNNE McCROSSAN

For the past three months I have been having an affair. Once a week I jump on a train at Haymarket to head west.

You see Edinburgh just hasn't been giving me what I need and we've been drifting for a long time.

It all started when the city promised me Primark. It marked a fresh start for our fashion reputation. Those 'Coming Soon' signs served like an engagement ring for me, but now they are a constant reminder of the failed promises as opening dates slip further into next year.

You could say I was pushed into the arms of Glasgow but as soon as those doors burst open on Princes Street I will be a faithful citizen again. Until then, what's a girl to do?

NO

Shopaholic JOANNA YOUNG, TV researcher from Leith

AS a magpie for Primark's huge choice of on trend, low-cost offerings, I should be whooping with delight at its arrival.

Yet after years of viewing trips to Glasgow as exciting opportunities to stock up on their bargains, I see one major drawback: everyone in Edinburgh will now be wearing the same cut-price clothes.

When Primark makes clones of us all it will be that much harder to have your own style on a budget.

So, wave farewell to the days of wearing a Primark dress to a city nightclub and not breaking a cold sweat about running into our mirror image – or worse, our slimmer, taller, better looking mirror image – on the dance floor.