Primark Debuts First U.S. Brand Campaign with Bold New Strategy
New Delhi: Primark has launched its first-ever brand awareness campaign in the U.S., marking a significant step in its expansion strategy. Partnering with creative agency VCCP, Primark’s new campaign, titled ‘That’s So Primark,’ aims to introduce American consumers to its affordable fashion offerings as it works toward opening 60 stores in the U.S. by 2026.
Primark, a well-established name in the UK and Europe, has relied on word-of-mouth for its U.S. presence thus far. The ‘That’s So Primark’ campaign seeks to educate Americans about the retailer’s value, quality, and style. “Across Europe, Primark is known for offering stylish clothing at unbeatable prices,” said Michelle McEttrick, Global Chief Customer Officer at Primark. “We want U.S. shoppers to discover that they don’t have to sacrifice style for affordability.”
The campaign features two films: ‘Window with a View,’ showcasing women admiring Primark’s fashion from outside the store, and ‘Fall Again,’ which depicts a shopper enjoying a Primark store experience. The campaign will be promoted across connected TV, digital, social media, radio, and out-of-home channels.
Primark currently operates 25 U.S. stores with key locations in Boston, Brooklyn, New Jersey, Chicago, and Texas. Upcoming openings include The Florida Mall in Orlando on August 29 and Great Lakes Crossing Outlets in Auburn Hills, Michigan on September 12. The retailer also opened a second U.S. distribution center in Jacksonville, Florida this year.
Kevin Tulip, President of Primark U.S., expressed pride in the company’s growth and emphasized the importance of strategic store placements. “We’ve learned what sparks ‘Primania’ for U.S. shoppers, and our value pricing across various categories has kept American families coming back,” he said.
Owned by Associated British Foods, Primark operates over 445 stores globally and aims to expand to 530 by 2026.
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