Primark’s “Love It For Longer” Repair Classes: Real Sustainability Effort or Retail Gimmick?
Primark introduced its first U.S. in-store repair workshops to promote sustainability and customer engagement, offering free sewing kits and mending tutorials. While the effort aligns with a broader push for circular fashion, Chris and Anne weigh its true value for low-cost fast fashion shoppers and whether it can scale meaningfully in the U.S. market in this clip from the Omni Talk Retail Fast Five Podcast, brought to you by the A&M Consumer and Retail Group, Simbe, Mirakl, Ocampo Capital, Infios, and ClearDemand.
🧵 Is Primark’s sustainability initiative cutting through—or just for show?
⏱️ Time Stamps:
0:00 – Primark launches U.S. “Love It For Longer” repair class
0:18 – What customers get from the class
0:33 – 400+ classes already run in Europe
0:49 – Chris: It’s a gimmick—but a good one
1:30 – Anne: The in-store logistics don’t make sense in the U.S.
2:15 – Should Primark focus more on recycling instead?
3:00 – Why a $5 t-shirt might not be worth repairing
3:45 – Does this work better for retailers like Nordstrom?
#primark #RetailSustainability #FashionRepair #LoveItForLonger #RetailFastFive #omnitalk #InstoreEvents #fastfashion #clothingrepair #retailinnovation
For the full episode head here: https://youtu.be/AUSpdi73JPk
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Transcript
Primark has unveiled its first US in store repair classes, according to Chain Storage.
Speaker A:On Thursday, the global value fashion retailer launched its Love it for Longer repair workshop at its Staten island store.
Speaker A:Customers that sign up for the free class will learn simple mending and upcycling techniques that range from fixing hems to adding buttons or pockets.
Speaker A:All participants will receive a complimentary sewing kit, repair booklet, and reusable tote bag.
Speaker A: ced Love it longer classes in: Speaker A:Currently, the company hosts nearly 400 free sessions in its stores across the U.K.
Speaker A:ireland, the Netherlands, Italy, Belgium, Spain, and France.
Speaker A:Chris, do you think that Primark's in store repair classes push all the right buttons, or do you think this is just a silly marketing gimmick?
Speaker B:Oh, wow.
Speaker B:You know, until you read the story out loud, I didn't even pick up the double entendre of Love it for longer.
Speaker B:I just think that's hilarious.
Speaker B:But.
Speaker B:But anyway, it's tough to that point.
Speaker B:It's.
Speaker B:It's definitely a marketing gimmick.
Speaker B:But, yeah, it's actually one.
Speaker B:It's actually one.
Speaker B:I.
Speaker B:I actually kind of like it a lot because, you know, we talked about, like, yoga classes and other activities that I've railed on on past shows.
Speaker B:Yeah, but.
Speaker B:But, you know, as shown by the 400 classes that the article reference that they've.
Speaker B:They've pretty much done with this concept throughout Europe, this, again, this event is easily repeatable and simple to execute.
Speaker B:I think it's pretty straightforward.
Speaker B:And so for those that are interested in it, I think it also probably drives traffic to the store in that day now.
Speaker B:And I mean, here's the point.
Speaker B:I know you're thinking this in your head too, but is Primark talking out of both sides of its mouth on sustainability?
Speaker B:Yeah, 100%.
Speaker B:100%.
Speaker B:Let's call.
Speaker B:Call it what it is.
Speaker B:But at the same time, the items are inexpensive, which people need.
Speaker B:Like, people need access to affordable clothing.
Speaker B:And so having ways to repair them or augment them could be valuable to a certain segment of their customer base.
Speaker B:So, net Net, I like this.
Speaker B:It's omnichannel and design.
Speaker B:It brings traffic in the store.
Speaker B:I don't have any complaints about it whatsoever.
Speaker A:Oh, my God.
Speaker A:Well, I'll start with where I agree with you.
Speaker A:Yes, I love the marketing move and getting Primark credit for sustainability.
Speaker A:Well done.
Speaker A:Yes.
Speaker A:You're doing that.
Speaker A:I love that they're creating their own content for people so that you don't have to be in a store.
Speaker A:There's all these YouTube videos and tutorials that they're also putting online.
Speaker A:So I think that's good for them from a brand perspective and definitely drives traffic and gets their name out there.
Speaker A:But putting it in the stores, especially in the US I think will be more work and effort than it's worth for the stores teams.
Speaker A:I don't think this is any, I don't think this is any different than doing a yoga class.
Speaker A:I think it's the same, it's the same effort for that team to clear the space, make sure that they have somebody check people in.
Speaker A:And I really think that when you talk about the Primark product, a five dollar T shirt is not something I'm, I'm investing time to fix.
Speaker A:I will just buy another five dollar T shirt.
Speaker A:So if I were Primark, I think I would do the opposite.
Speaker A:I would focus more on like a clothing recycling program with some sort of incentive to your point, because people do need affordable clothing.
Speaker A:But I think I would focus on like, we're going to recycle these clothes, bring your bag in and get a five dollar, you know, coupon or some sort of incentive to, for people to participate in this.
Speaker A:Because Even though there's 400 of these classes that they've done across a multitude of cities all over Europe, like we don't know if there's two people per class and they're just like box checked or if anybody comes to these class.
Speaker A:I just, I could see this from a retailer like a Macy's or Nordstrom where it does make sense to invest in like upgrading or repairing product that's of a little bit higher value.
Speaker A:But there's no way in hell I'm doing a repair class on a $5 T shirt that my kid rips a hole in.
Speaker A:Just.
Speaker B:Yeah, well, your point about too is like, how does this play in America versus Europe, which is the context.
Speaker A:Like.
Speaker B:Yeah, I thought that was Staten Island.
Speaker B:Yeah.
Speaker B:Yeah.
Speaker B:Wow.
Speaker B:Shots fired Staten Island.
Speaker B:Yeah.
Speaker B:Wow.
Speaker B:But, but, yeah, but no, it's a great point.
Speaker B:And you know, it's actually, you know, the, the, the, the differences between the American and European consumer we're going to touch on in the next headline too.
