Primark, a value fashion retailer, expands in the US and launches first brand awareness campaign.
Primark, a well-known staple in the UK and Europe, has partnered with creative agency VCCP to launch its ‘That’s So Primark’ campaign. This initiative aims to raise awareness for Primark’s fashion at value prices as it works towards its target of opening 60 stores in the US by 2026.
Until now, Primark has primarily relied on word-of-mouth to attract consumers. The new campaign aims to educate Americans on what it means to be “so Primark” and invite them to “fall in love with Primark’s value, quality and style”. Michelle McEttrick, global chief customer officer at Primark, stated,
“Across Europe, Primark is known as the place to shop for people who want to look good and feel good, without breaking the bank. Primark is still relatively unknown in the US, so we want to spread the word to savvy shoppers that they don’t need to sacrifice style if they’re on a budget.”
Primark currently has 25 stores in the US, with key locations in Boston, Brooklyn, New Jersey, Chicago, and Texas. The retailer’s next store will open at The Florida Mall in Orlando, Florida on August 29, followed by its first store in Michigan at Great Lakes Crossing Outlets in Auburn Hills on September 12. Primark also opened a second US distribution centre in Jacksonville, Florida this year to serve its expansion in the Southern states.
Kevin Tulip, president of Primark US, expressed his pride in the retailer’s exponential growth, stating, “This was never about opening as many stores as quickly as possible, it was about opening in the right locations, with the right store layout and product offering, for the communities we are entering. We learned a lot in those early years about what sparks “Primania” for US shoppers and we are finding that our value pricing across women’s, men’s, kids, home, and gifts, have kept American families coming back to us time and time again.”
The ‘That’s So Primark’ campaign is rooted in two films. ‘Window with a View’ shows alternating close-ups of women peering into the Primark store, admiring the fashion. ‘Fall Again’ depicts a woman shopping in a Primark store, spinning around the aisles in a striped sweater, selecting items she loves. The campaign will go live across connected TV, digital, social, radio, and out-of-home media.
Brett Edgar, chief executive of VCCP US, added, “Primark is unlike any other shopping experience, and it’s about time more US shoppers got a taste of that. We wanted to show American consumers what the hype is all about across the pond, and that they don’t have to settle during their shopping experience. It’s all about falling in love with the brand and its unique products again and again.”
