Competition from ultra-cheap Chinese retailers and the cost of living crisis could be putting some people off shopping at the store, analysts say.

Primark said on Monday it would reduce ​prices by up to 29% ‌across hundreds of items It is something I keep hearing shoppers say when I ask them whether they shop at the fast-fashion giant. "It's definitely got more expensive," says 19-year-old student Eshal Malik as she browses the jewellery at Primark with a friend. But that might be about to change. Primark said on Monday that it was lowering prices on hundreds of clothing items, including jeans, jumpers and socks. "It's the kind of headline you'd expect from M&S or Next," says retail analyst Natalie Berg, explaining that price cuts like this from such a low-cost retailer are surprising. "You don't want to join a race to the bottom," she says. "But when Shein is selling dresses for £3, you've got to respond, right?" Primark, which has more than 190 UK stores, has been experiencing a drop in like-for-like sales, a key measure in the retail industry. The announcement of price cuts comes ahead of parent company Associated British Foods' plan to spin off the business onto the London stock market next year.