If you’re an aficionado of copywriting technique and tone of voice, it’s certainly worth taking a cheeky look at Primark website.

You’ll. Be. Shook.

The retail giant is now down with the dudes in a big way, appropriating with gusto the vernacular of its youthful consumers. There’s a fair bit of confidence and swagger involved. But is there perhaps a danger that this confidence can become misplaced marketing braggadocio? And at what point does an attempt to build a close rapport with an audience become ever-so-slightly patronising?

As someone who runs training courses in copywriting, I would actually say there is no definitive answer to this question. It’s something that can only be judged by the target audience. If it works for them, it really doesn’t matter if someone like me is like… err… meh. After all, Primark isn’t necessarily top of my hitlist on a shopping expedition.

But let me give you a little flavour.

Model Sharifa is described as a ‘bossin’ bae’ whose #LifeGoals include healthy eating, unicorns, dancing and MORE bank holidays. This 23-year-old ‘arbiter of athleisure’ and ‘professional shape-thrower’ is always ‘rocking sleek sports-infused get-up’. No wonder Primark wants to catch up with her to chat about veganism and staying woke.

If you buy one of the berets promoted by the Irish brand, you’re encouraged to send a snap of yourself wearing it, just like the existing ‘honeys’ depicted on the Primania pages, who are – natch – ‘totes on the money’.

Yes, this is a world in which knitwear is your BFF, except of course when you’re heating up in a hardcore HIIT class. Will this cooler-than-too-cool-for-skool approach produce dividends for Pri-Pri? That’s something that only detailed market research and website data will really reveal.

Feeling a little out of the loop? Here’s a handy glossary for navigating your way around www.primark.com

Abspiration
Motivational culture surrounding gym workouts and fitness

Amp up
Boost

Athleisure
The trend of gym clothes being worn as fashion items

Babe
A form of address to a Primark customer

Bae
Before anyone else – a partner or close friend

Bare-faced
Without make-up

BFF
Best friends forever

Bossin’
In control

Bro
Brother

Buzz
Latest news or update

Combo
Combination

‘drobe
Wardrobe

Fam
Family

Feels
An emotional response to something which touches you

‘fit
Outfit

Fly
Cool

Haters
People who deride your success or undermine you

*Heart*
Love

Honey
An attractive and bright young woman

Insta-Stories
A feature introduced on Instagram in 2016 in which someone can share their day’s events

Ladies
A form of address to Primark customers

Lush
Pleasing, enjoyable or cool

Massive
Popular

Nail the vibe
Capture the spirit of a fashion, trend or look

Rack up
Earn or collect

Sass
Attitude

Sis
Sister

Slay
Achieve something with style or dominate in a given situation

Threads
Clothes

Totes
Totally

Woke
A state of awareness about issues and the wider world

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