Before coming to the UK I had never heard of Primark before. Some students last year recommended me to buy socks, stockings and accessories there and they used the term "profitable" to describe it, but this "word of mouth" is still not convincing enough to motivate me to act. The first time I went to Primark was last year at the end of September while I was traveling in London. I walked past the Primark flagship store on Oxford Street, I was extremely surprised by the crowds outside the outlet as almost everyone was buying loads of stuff and carrying multiple bags. I was curious to know what type of brand it was and how could it generate so much enthusiasm among customers for its products? So I decided to find the answer for myself. When I entered the store, I was even more amazed to find that the range of products was wider than I expected, ranging from clothing to shoes, food and electronic items. However, I carefully examined these clothes by touching and looking at the component labels, and found that neither the design nor the quality was right. From my point of view, the design was acceptable but not distinctive enough. Additionally, according to our Marketing and Society course, the reason Primark can offer products at such competitive prices is because they employ children and ignore responsible supply chain management. Nonetheless, I observed that customers did not seem to care about these issues and continued to carry items in their bags. I, for one, would feel uncomfortable buying something that exploits basic employee well-being, even if it's dirt cheap. Therefore, I can't understand what's so great about the brand: the outlets were often full of locals and foreigners and they always put lots of things in the baskets without consideration. I always...... middle of paper ...... a multitude of choices and stimulated impulse purchases for interesting and attractive non-essential products. It can be stated that Primark was the only store where they could buy whatever they wanted without considering the price because everything is worth its value. Therefore, it also became evident that these customers felt connected to the brand because Primark represented a symbol of freedom and conveyed the message that customers could pursue fashion without spending a lot of money. By gaining an empathetic understanding of why some people regularly shop at Primark, I can conclude that the relationship with the brand is cheap fashion. According to McAfee et al. (2004), Primark creations are made to be worn less than 10 times. As a result, they are satisfied with the life cycle and price of the products as they are easily fickle in terms of affection on old products..