Primark is a hotspot for fashion fans who want to look good on a budget.
So it's no surprise that one eagle-eyed shopper was baffled when they spotted a dress with a £100 price tag hanging up on the shop floor rail. Customer Mel Rose visited a Primark store to have a browse of their latest products – including the collection with Rita Ora.
She noticed the 'Rita Ora Backless Maxi Dress' came with the three digit price tag which seemed like a big first for the brand loved for its low and accessible prices.
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Mel posted a clip of her discovery which has now gone viral on TikTok having racked up 1.6million views in just a day. She said: "So I was in Primark and as you can see the Rita Ora collection."
She then filmed a mannequin modelling the above dress that was placed next to rails of the long black garment. "I really liked this dress," Mel continued. "And can you see that price tag? £100."
As she shared how audibly shocked she was, she added text across the video that said: "Primark?! £100 in PRIMARK. Never thought I'd see the day.
"Nearly fell on the floor!! I walked past it n [sic] thought 'Oo it’s nice. Does that say only £10?! WAIT £100?!'"
Others were also shocked at the supposed price of the dress. "I want Rita Ora to have worn it for that price, "one commented. Another user added: "I remember when you would spend £100 in Primark and walk out with a whole new wardrobe."
While a third voiced: "That’s got to be a printing error surely??? I refuse to believe Primark is actually charging £100 for THAT."
However, it appears that not all is as it seems. Despite the price on the tag, the dress part of the pop star's collection is not £100 and is actually an error. On Primark's website, the very same dress is priced at £50, not £100.
Daily Star then contacted Primark for clarification on the price of the dress where a spokesperson confirmed what it actually costs to purchase.
"The dress featured is a limited-edition run of the bespoke Primark dress Rita Ora wore recently on the red carpet," a Primark spokesperson told us. "The dress retails at £50 and has been sold in selected Primark stores and through Click + Collect, with all proceeds going to Breast Cancer Now.
"The price displayed on the dresses shown in the video is incorrect – this should have been removed and corrected prior to being put on the shop floor, however the dress will have scanned at £50 when paying at the till, so no customer will have been overcharged."
Although, some Primark shoppers were startled at the £50 price tag. "£50 is still a joke for that," one bashed.
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