Like many brands before it, Primark has come under the microscope and had its back-office operations exposed as less than ideal. In doing so, it has violated an integral part of its relationship with UK consumers.
The general public is not stupid. It knows £2 chickens may not have lived a life of ethical luxury before reaching Tesco, and that ridiculously cheap clothes may not be produced in ideal conditions. But people want the information so they can make their own choice. Brands that pretend to be whiter than white when the truth is a little murkier are taking serious risks.
The recent turmoil in the banking sector means that consumers are sick of fat-cat brands focused on their own profits.
Retailers will have to work far harder to engender trust and loyalty. This latest expose may set Primark back as consumers ask more of the brands they buy from.
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