The Rita Ora X Primark clothing line has suffered a hefty knock on prices, leaving shoppers branding it a “flop”.
A video shot at a Primark store by TikToker Nissy SetBetter appears to show the exclusive line has seen reductions of up to 90% in some instances. Other items were slashed by 50%.
The viral clip shows Nissy touring the store while highlighting the price cuts, repeatedly dubbing the collection a “flop”. She even joked in the caption that Rita’s agent had “sold [her] a dream”.
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Nissy says in the video: “All I have to say is Rita, Rita Ora – this thing flopped from £20 to £2. This is from £14 down to £7. Rita, come and collect your things then, from Primark. It flopped.”
People online concurred with Nissy’s summary of the significantly marked-down items, with one describing the tumble in price as “actually diabolical”. Another critic suggested Primark “want that s**t gone by yesterday”.
Others who claimed to have worked at Primark when the fashion line dropped said Nissy was right and it did “flop”.
(Image: PA)
Primark has been contacted for comment.
This comes despite reports that Rita’s clothing line netted the store £3.4billion in the last three months of 2023. Her new Spring range was launched in all Primark stores across 16 countries on March 19.
Rita said the new line would consist of “style staple” fabrics like denim and “floral prints”. She added: “I’m so excited to launch the next stage of my journey with Primark.”
(Image: Getty Images)
John McCormack, Head of Fashion Trends, said: “With each new collection we’ve been pushing ourselves with Rita and her team to create bolder, more daring looks. It means we can really explore exciting new trends and ensure our fashion will stand out from the crowd and continue to be in style season after season.”
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