cultural observation

there's a brilliant store in Ireland called Penney's. Kasia, you may remember it from when you came to visit. It's got great, cheap clothes.

In the UK, Penney's goes by the name Primark. Again, amazing cheap clothes and handbags. It's nearly impossible to get something at Primark without someone complimenting you on it, and then it's nearly impossible to not say something along the lines of 'Only a fiver!'

And the same way that people pronounce Target 'Tar-jay' (and the way my father used to call Roy Rogers 'Chez Ro-get'), people here call Primark 'Primarche.'

what is it about downmarket things that we are compelled to frenchify? why does it give us so much joy?