Primark is a retail phenomenon: inspiring shoppers with amazing fashion at amazing prices. However, it doesn't do e-commerce. So how could Primark create a digital presence without selling online?

We created a platform for real-time fashion inspiration, filled with a stream of constantly updated product, look and trend content. All powered by real-time publishing, Primark shoppers and social plug-ins.

Users post photos of their latest looks, tag their look to local stores, browse editorial, wishlist products, build outfit boards of their next look and, of course, share everything. Every product, article, outfit board, look, wishlist, post, photo and video.

"Blurring the lines between publishing, shopping and social media" The Guardian

"A cross between a photo sharing service and a fashion magazine" E-consultancy



In the last 18 months, the website has had over 50 million users and 400 million page views and dwell time has doubled.


The Primark Facebook community has increased since launch by 600% from 700,000 to 4,200,000.


Items featured on the site turned into best-sellers in store. Over 200,000 customers have joined their CRM database. All this without spending a penny on advertising.

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