Primark is tapping Rita Ora for a global collab. In a collection based on the singer / actress’s own personal style, Primark is unveiling an array of “knitwear, denim, tailoring, hoodies, T-shirts and outerwear.” As a long-time shopper of Primark herself, Ora says she feels a nostalgic tie to the collab and appears in a campaign outside her hometown that’s “intended to represent togetherness and showcases freedom in dressing.” YPulse’s WE Mass Merch Mentality trend report dug into young consumers’ love of big box retailers, which offer them quality products at affordable prices, and our data shows that nearly half of young consumers regularly shop at mass merch retailers like Primark. (Sourcing Journal)
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