One of the bosses of fashion retailer Primark "regrets" raising prices, as it battles with rising costs.
John Bason, finance director for Primark parent AB Foods (ABF), also warned some people might shop with them less as budgets are squeezed by the higher cost of living.
Primark is hiking prices across some of its range from this autumn.
But Mr Bason said the company was still committed to "affordability for everyone".
Primark is a leading international clothing retailer, employing more than 65,000 people in 14 countries
Its Scottish stores include one in Aberdeen's Union Street.
Across the UK economy, firms have been passing on higher energy, shipping and oil costs to customers.
High-street chains including Next, Greggs and Superdry have all said they are raising prices.
Primark had promised not to raise prices for its spring and summer collection.
But, while it is keeping that pledge, ABF recently announced that it will implement "selective price increases" across some of Primark's autumn and winter stock as it tackles spiralling costs.
"I do regret that we have to put some prices up," Mr Bason told the BBC.
"It is a reflection of the scale of the inflation that we're seeing."
Inflation - the rate at which prices rise - is at a 40-year-high.
Mr Bason would not say how much prices will go up. However, he insisted that Primark was still "the best value clothing fashion retailer" in the UK.
Meanwhile, fashion brand Missguided yesterday appointed an administrator after suppliers filed to shut it down over unpaid debts.
The business, which has about 330 staff, has asked Teneo Financial Advisory to sell its business and assets.
Missguided has been hit by supply-chain costs, rising inflation and "softening" consumer confidence in an increasingly-tough market, Teneo said.
FTSE 100
The UK's top share index, the FTSE 100, was up eight points at 7,608 shortly after opening this morning, following yesterday's 14-point gain.
Brent crude futures were up 0.62% higher at $122.43 a barrel.
Companies reporting today
- Full-year results: B&M European Value Retail, Pennon Group