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?

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