Get on your marks for the new Primark

Primark fanatics caused pandemonium as they flocked to the chain's flagship store back in April.

They queued from 3am from the doors of the 70,000 sq ft store right the way to Marble Arch - and mounted police had to be called in to restrain the most earnest of the bargain-hunters.

What had sparked the frenzy were rumours that Primark's already rock-bottom prices would be even lower on open day - and that new, must-have styles were hitting the rails in limited numbers.

Down at Meadowhall, where Primark opens a spanking, two-level store on Thursday, many are hoping there is no repeat of Oxford Street debacle five months ago.

The 48,600 sq ft shop - at The Gallery, the new section of mall created from the old Sainsburys store - will undoubtedly be one of Meadowhall's most popular, though.

People love Primark. Whether you're a student looking for heaps of hip little pieces that won't bust the student loan, to young mums kitting themselves out with an entire new wardrobe for less than the cost of the week's supermarket shop, its fans are totally devoted.

Most of them are under 35 and female, though mens fashions and childrenswear are also snapped up in massive numbers. And, as a quick scout around Primark's bustling store in Sheffield city centre testified, there are stacks of fashion-conscious 40 and 50 year olds who like to update their chic, high street image on a weekly basis with a little bit of Primark... a few carefully chosen accessories, a new top in the latest shape.

What has made Primark so successful is its skill at bringing out versions of the latest catwalk looks in ultra-quick time - and at unbelievably low prices...

Where else can you snap up a briillantly shaped new winter coat for 20, a pair of skinny-legs for a tenner and tops from just 2. Its buying and merchandising teams travel throughout the world to source and buy up-to-the-minute fashion basics that best reflect the season's key fashion trends.

You can buy something, wear it only a couple of times, take it to the charity shop and still feel you've had value for money.

Primark say they manage to live up to their "Look Good Pay Less" motto via clever use of technology, efficient distribution, supply and volume buying...

With 167 stores in the UK , Spain and Ireland (where it trades under the name Penneys) Primark is the fifth largest 'total clothing retailer' and is number two in the ' value clothing retail market' .

Critics of fast, cheap fashion say it's more down to the fact that it is made abroad in factories where workers are paid a pittance.

But Primark are keen to stress they are members of the Ethical Trading Initiative.This alliance of companies, trade unions and non profit organisations aims to promote respect for the rights of people in factories and farms worldwide.

As a member, Primark are committed to monitoring and improving working conditions in the factories where their clothes are made, says a spokesman.

Disposable fashion seems to be what millions want. And Primark are undoubtedly leaders of the trend.

The brand have won a clutch of awards from industry bodies and top glossy magazines over the last two years - the most recent being for 'Best Value' in the 2007 LK Today High Street Fashion Awards and 'Retailer of the Year' at the Annual Awards of the British Council for Shopping Centres in December 2006.

Charlotte Burton, PR manager at Meadowhall, is anticipating a flurry of Primark fans when the store opens at 10am.

"We're really excited to be welcoming Primark to Meadowhall. We get lots of customers asking if we have a Primark in the Centre so we know it's a store that will be wreally welcomed," she said.

"We do expect a significant number of visitors through the door - although for everyone's safety we're hoping not to receive quite the deluge that the Oxford Street store did when it opened earlier in the year!"Shop's famous five for this season's latest fashions

Whether there are queues at 3am or not, Primark will open its doors at Meadowhall with a flurry of strong fashion looks for autumn. There are five distinctive trends to look out for.

Art

Deco has all the nostalgia and creativity of the 70s' Biba experience. Plunging necklines veer to Victorian high necks, some with pussy bows, and smock dresses and tops are the shape of the season. Coats go with a swing – they are short and sassy with bell-shaped sleeves, and trousers are high-waisted. Innovative prints and rich colours span a colour palette of deep purple, chartreuse, plum and bottle green through to deep blue, teal and black. Fabrics and textures include floaty and feminine chiffons, plus rich velveteens and fine crepes.

To

contrast, Folklore brings a touch of boho chic via mix and match colours and prints. Smocks mix with cords and pinafores. Embroidery, patchwork and craft elements all enhance the casual feel of this section and colours include orange, mustard, apple red, green and chocolate.

Modern

Movement veers in a totally different direction. A minimalist look, it's all about simple clean lines and a classic structure. The cocoon shape is very prevalent in metallic fabrics and urban colours. Shades of grey, black, white, silver and fuchsia dominate. Look out for simple shift dresses, trapeze blouses, masculine trousers suits and skinny leg trousers. It teams well with a body conscious, keep fit-inspired range of neon-bright leggings and clingy dresses in Lycra and jersey, plus bold plastic jewellery.

Haute

Couture is for lovers of the more refined, ladylike looks of the Twenties, Thirties and Forties. Icons like Marlene Dietrich would have loved its drop waist dresses, high waist, wide-leg mannish trousers, its trenchcoats and fit and flare coats and dresses. Key colours are rich deep plum, bottle green, rusty orange, black and navy.

Heavy

buckles, belted waists and floaty romantic chiffons, chunky cables, embroidered detailing, luxury yarns, metallic stitching and pewter colour finishes. You'll find all of this is the Medieval collection. Leathers, velvets, bejewelled organza and floating chiffons are used to create tunics with jewelled necklines and hems, high-waisted dresses and skinny leg trousers.