Alternatives to Primark for Women's Fashion: What to Check

This practical buyer checklist walks you through exactly what to check when shopping for everyday womens fashion.

Start with cost per wear first

Sticker price tells you almost nothing about the real cost of a garment. The only fair way to compare any two items is cost per wear. Divide the full price of the garment by how many times you will realistically wear it. For example: a €12 top worn 12 times costs €1 per wear. A €30 top worn 60 times costs 50c per wear. You can do this sum in your head before you add anything to your basket. This works for t-shirts, coats, underwear, shoes, every single piece of clothing. Many people are surprised how often the slightly higher priced item works out much cheaper overall. You will find full price listings for every item in Women's Fashion and Everyday Clothing.

Read fabric composition properly

Before you look at anything else, check the fabric details for the item. Where the maker gives it, the product page shows full fabric composition. Hold the garment up to light if you can see it in person, or read the weight and thickness notes on the listing. If you can see straight through the fabric easily, it will wear thin, pill or lose shape after very few washes. Thin fabric also tears on door handles, snags on bags and fades much faster. You do not need any special knowledge to judge this. It is not about what type of fabric it is, it is about how much fabric was used to make the piece. Avoid items where no fabric information is listed at all.

Get fit right first time

Bad fit is a common reason people stop wearing an item after one or two wears. Never order just based on the size number on the label. Every brand cuts clothing differently. A medium from one shop will not fit the same as a medium from another. Instead, lay out one top you already own and wear regularly. Measure it across the chest, across the shoulders and from the neck to the bottom hem. Compare those exact numbers to the measurements on the product size guide. You can use our size guide for reference. On WowStore you can also try supported garments on your custom avatar with Avatar Studio before you order.

Check delivery and return rules before you pay

You will never save money if you get stuck with an item you cannot send back. Do not trust the small banner at the top of the site. Always open and read the full policy page before you enter payment details. Check if you have to pay return postage, how long you have to send items back, and if there are any excluded product types. This rule applies to every online shop you use, not just this one. It takes one minute to check, and can save you money many times over. You can view our policies at any time: Shipping, Returns.

Check care instructions before you buy

Most clothes stop being worn not because they break, but because someone washed them incorrectly. Before you add something to your basket, open the care tab. Note if the item can go in the washing machine, if it needs to be hand washed, if it can go in the tumble dryer. If you are not willing to follow those care steps, do not buy the garment. There is no point purchasing something that you will shrink, fade or ruin on the first wash. You can learn simple care routines in our fabric care guide.

Plan how this fits your existing wardrobe

A garment is only good value if you will actually wear it. Do not buy something that requires you to purchase three other new pieces to make a working outfit. Before you order, think of three items you already own that this will go with. If you cannot name three, walk away. On WowStore you can use the Mix & Match Studio to test new pieces against items saved in your Virtual Closet. You can also ask Lucy to suggest combinations for the clothes you already have. 5% of each sale goes to a cause you choose.

Where to start in the store: Sweaters & Cardigans and Jackets & Coats.

Pieces to try in the Dressing Room

Real pieces you can order now. Open one and try it on your avatar in Magic Mirror before you decide; your size and today's price are on the product page.

Positive Vibes Rhinestone Bow Graphic T-Shirt

Elegant Tailored Waistcoat & Trouser Set

Floral Lace Trim V-Neck Dress

How giving works when you shop with us

5% of each sale goes to a cause you choose. After your order you pick one of three causes: CARE International, Cool Earth or Project Zero. The donation is paid out through PayPal Giving Fund UK. Those three causes, together with how we run our own store (honest product data, fair prices), are matched to 11 of the 17 UN Sustainable Development Goals.

That is the heart of the 1% Movement: small choices × millions of us = change. It is a giving promise we can show you, and it is the only promise we make on this page.