How did Primark manage to survive without e-commerce? The only fast fashion brand without an online store

At the outbreak of the pandemic, with the first lockdown and the consequent closures, many wondered about the effects of the emergency on the fashion industry, and in particular on the fast fashion sector. Although the emergency is not over, it's fair to say that fast fashion has not been destroyed by the pandemic, on the contrary, it has even thrived in it.

Between brands in severe crisis and others in slow recovery, Primark represents a separate case in the sector, as it was the only big name to be able to survive the pandemic without an e-commerce website.

Primark's future decisions will go hand in hand with the evolution of the health emergency and with the unknown factor it represents. It's yet to be seen how many other lockdowns the brand would be able to survive without the support of an online store.