“Primark, the international fashion retailer, today opened its second store in the Czech Republic, in the Olympia Shopping Centre in Brno, following an over 220 million CZK investment. Spanning 39,000 square feet of shopping space, the store offers customers in the South Moravian region the in-store experience that Primark is loved for internationally and has created 190 new jobs in the area.”Primark opens a new store in Brno, its second store in the Czech Republic
Primark
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
33 of Primark's own blog posts, press releases and announcements, measured sentence by sentence. How the writing has moved over the years, how it compares with 9 other fashion brands, and what it sounds like in its own words.
- Pages measured
- 33
- Years covered
- –
- Archived before ChatGPT
- 0
- Blog · press
- 15 · 18
01 · Homepage
One capture a year
Primark's homepage from 2014 to 2024, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.
Screenshot of Primark’s homepage (primark.com) as archived by the Internet Archive on 1 Jul 2024. © Primark or its licensors. Shown for comparison and review; not endorsed by Primark.
Homepage
2024
“Fashion, Home & Beauty”
Page title
Fashion, Home & Beauty | Primark
- 2014In store sneak peeks
- 2016Cutest Jewellery Ever!
- 2019Time To Top it Off
- 2020A Primark apoia a luta contra o COVID- 19
- 2022Buy a Gift Card
- 2024Fashion, Home & Beauty
11 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.
02 · Measures by year
How the writing moved
Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.
Years with pages: . Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).
03 · Against its sector
Primark among fashion brands
Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.
Em dashes
89% less than its sector
0.30 against a sector average of 2.73; lowest of 6.
Questions
30% less than its sector
1.9 against a sector average of 2.7; 2nd lowest of 6.
"You"
27% less than its sector
33% against a sector average of 45%; mid-table, 4th of 6.
Pages measured: Next 4 · Marks & Spencer 15 · John Lewis 25 · ASOS 20 · boohoo 1 · Primark 33 · Superdry 74 · River Island 1 · New Look 1 · FatFace 47. Measures and method: SGR-010; the brand list and sectors come from SGR-009.
04 · Vocabulary
Words Primark uses more than its peers
The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.
view266.4 vs 13.5
outfits62.1 vs 3.3
accessories64.2 vs 5.4
clothing69.6 vs 8.6
socks54.3 vs 1.9
sets54.3 vs 3.8
shoes54.6 vs 4.7
sports51.7 vs 3.7
bags48.1 vs 2.8
media46.0 vs 2.7
t-shirts49.6 vs 1.2
gym44.4 vs 2.6
PrimarkSector peers
Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 33 pages. Product names and page furniture filtered automatically; list not yet reviewed.
05 · In its own words
What it sounded like
Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.
“Primark, the international fashion retailer, today opened its second store in the Czech Republic, in the Olympia Shopping Centre in Brno, following an over 220 million CZK investment. Spanning 39,000 square feet of shopping space, the store offers customers in the South Moravian region the in-store experience that Primark is loved for internationally and has created 190 new jobs in the area.”Primark opens a new store in Brno, its second store in the Czech Republic
“Each factory on the map includes the site address, number of workers and gender split. We review and update the information on the map once a year, although we may choose to remove a factory between formal updates if we’re no longer using it as a supplier.”Global Sourcing Map
“Eoin Tonge appointed as Primark Chief Executive. Filip Ekvall appointed to newly created role of Chief Commercial Officer.”Primark CEO Appointment
06 · Every page
All 33 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 33 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.
In the overall numbers, no year33 pages
- Primark celebrates fifth Middle East store with debut in Bahrain in partnership with Alshaya Group23 Sep 2026 · press · 753 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Primark CEO Appointment31 Mar 2025 · press · 660 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- International Women's Day 20238 Mar 2023 · press · 629 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Our Primark Cares Commitments15 Feb 2023 · press · 245 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Global Sourcing Map24 Jan 2023 · press · 314 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Primark opens a new store in Brno, its second store in the Czech Republic14 Sep 2022 · press · 581 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Challenging the Perception That You Have to Pay More for Durable Clothesundated · press · 917 wordsNo date found: in the overall numbers, not in any year
- Sustainability and Ethics Progress Reportundated · press · 322 wordsNo date found: in the overall numbers, not in any year
- Media Enquiriesundated · press · 151 wordsNo date found: in the overall numbers, not in any year
- Style Trendsundated · blog · 1,479 wordsNo date found: in the overall numbers, not in any year
- Suitcase Size Guideundated · blog · 2,558 wordsNo date found: in the overall numbers, not in any year
- Kids’ Denim Fit Guideundated · blog · 2,519 wordsNo date found: in the overall numbers, not in any year
- Fashion Trendsundated · blog · 2,171 wordsNo date found: in the overall numbers, not in any year
- Inclusion and Community Impactundated · press · 2,047 wordsNo date found: in the overall numbers, not in any year
- ADEC Innovationsundated · press · 153 wordsNo date found: in the overall numbers, not in any year
- How To Get Glass Skinundated · blog · 2,725 wordsNo date found: in the overall numbers, not in any year
- Click and Collectundated · blog · 2,630 wordsNo date found: in the overall numbers, not in any year
- How To Get Glass Skinundated · blog · 2,242 wordsNo date found: in the overall numbers, not in any year
- How Do Period Pants Work? Period Pants Guide & FAQsundated · blog · 2,546 wordsNo date found: in the overall numbers, not in any year
- Reportsundated · press · 874 wordsNo date found: in the overall numbers, not in any year
- Sustainability and Ethics Progress Reportundated · press · 321 wordsNo date found: in the overall numbers, not in any year
- The Primark Cotton Projectundated · press · 794 wordsNo date found: in the overall numbers, not in any year
- The Primark Cotton Projectundated · press · 789 wordsNo date found: in the overall numbers, not in any year
- What to wear to a wedding as a guest?undated · blog · 3,126 wordsNo date found: in the overall numbers, not in any year
- What Bras to Wear with Backless Dressesundated · blog · 2,238 wordsNo date found: in the overall numbers, not in any year
- 2025 Denim Trendsundated · blog · 1,460 wordsNo date found: in the overall numbers, not in any year
- Our Guide for Different Types of Knickersundated · blog · 2,943 wordsNo date found: in the overall numbers, not in any year
- Sustainability Reportundated · press · 489 wordsNo date found: in the overall numbers, not in any year
- Sustainability Reportundated · press · 493 wordsNo date found: in the overall numbers, not in any year
- Our Leadership Teamundated · press · 1,167 wordsNo date found: in the overall numbers, not in any year
- Colour Trends for 2026undated · blog · 2,250 wordsNo date found: in the overall numbers, not in any year
- PS...Pro Beauty SS26 – Makeup, Skincare And False Nailsundated · blog · 2,726 wordsNo date found: in the overall numbers, not in any year
- The Men’s Smart Casual Guideundated · blog · 3,627 wordsNo date found: in the overall numbers, not in any year
07 · Method
How this was measured
The pages
Primark's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.
The measures
Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.
What it cannot say
These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.
Sample sizes
Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.
- Sentence length
- Average words per sentence.
- Sentence rhythm
- How much sentence length varies (standard deviation over mean). Higher reads less even.
- Contractions
- Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
- "You"
- Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
- "We"
- Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
- Questions
- Question marks per 1,000 words.
- Exclamations
- Exclamation marks per 1,000 words.
- Long words
- Share of words with seven or more letters.
- Em dashes
- Em dashes per 1,000 words.
- AI-associated words
- Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
- AI-era marketing words
- Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
- Quieter LLM-favoured words
- Everyday words language models are known to over-use, per 1,000 words. A style measure only.
- AI-associated sentence shapes
- Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
- Page length
- Average words per page.
Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.