Primark's First U.S. Brand Campaign Aims to Capture American Shoppers

New Delhi: Primark has made a bold move in its U.S. expansion strategy with the launch of its inaugural brand awareness campaign, titled ‘That’s So Primark.’ Collaborating with VCCP, the campaign aims to raise awareness of Primark’s value fashion offerings and its commitment to affordable style, as the retailer sets its sights on opening 60 stores in the U.S. by 2026.

Primark, renowned in the UK and Europe for its fashion-forward and budget-friendly clothing, has so far relied primarily on word-of-mouth to build its U.S. presence. The new campaign is designed to introduce American consumers to Primark’s distinct value proposition. Michelle McEttrick, Global Chief Customer Officer at Primark, emphasized the campaign’s goal: “We want U.S. shoppers to know that stylish clothing doesn’t have to come at a high price. Our aim is to show them that great style is accessible without sacrificing affordability.”

The ‘That’s So Primark’ campaign includes two distinct films. The first, ‘Window with a View,’ portrays women admiring Primark’s fashion from outside the store, while ‘Fall Again’ features a shopper delighting in the Primark store experience. The campaign will be featured across various media platforms, including connected TV, digital, social media, radio, and out-of-home advertising.

Primark currently operates 25 stores in the U.S., with notable locations in Boston, Brooklyn, New Jersey, Chicago, and Texas. The retailer is preparing to open new stores, including one at The Florida Mall in Orlando on August 29 and another at Great Lakes Crossing Outlets in Auburn Hills, Michigan on September 12. Additionally, Primark has expanded its logistics capabilities by opening a second U.S. distribution center in Jacksonville, Florida.

Kevin Tulip, President of Primark U.S., reflected on the retailer’s progress: “We’ve gained valuable insights into what resonates with U.S. shoppers. Our focus on strategic store placements and value pricing has proven successful in attracting and retaining customers.”

Owned by Associated British Foods, Primark operates over 445 stores worldwide and aims to reach 530 stores by 2026, further solidifying its presence in the global retail market.