The textile discounter Primark is planning to launch its new German website in the summer.
The German site has so far only displayed a limited range of products. That will now change with the new appearance, said Primark’s Germany boss Christiane Wiggers-Voellm in an interview with FashionUnited.
“Customers want to reach us online and they tell us so. Up until now, however, it was difficult because we didn’t have all the products on the old website,” said Wiggers-Voellm in Berlin. “The new website shows a huge range of products, the products are presented differently, more product information is available and you can see the size availability in the stores.” This allows customers to find out more before they visit the store.
Online shopping is not yet possible
The new site launched in the UK in early April, with 13 markets to follow, including Spain, France and the US. But online shopping will still not be possible at Primark. Even after the repeated lockdowns during the pandemic, the Irish clothing chain does not operate its own web shop. The main reason Primark has cited in the past is that the cost of e-commerce is too high for its business model, which focuses on cheap fashion.
“We are currently rolling out the website, which will be a big step forward, as evidenced by the clicks from customers in Great Britain,” said the Germany managing director. “Click & Collect or something similar can come, but for now it’s all about the new website and seeing how customers react to it.”
The new website will soon also have a registration option for customers, with which they can register in a personalized way and create wish lists.