Primark is making a significant marketing push in the United States with its first US brand campaign, “That’s So Primark,” as it aims to increase its visibility among American shoppers. Traditionally relying on word-of-mouth, the global value retailer, known for its affordable apparel and accessories, is expanding its presence in the US with plans to reach 60 stores nationwide by 2026.
Michelle McEttrick, Primark’s global chief customer officer, explained, “In Europe, Primark is celebrated as the go-to destination for stylish and affordable fashion. However, in the US, we’re still relatively unknown. We want to inform savvy shoppers that they don’t have to compromise on style for budget-friendly options. Whether they seek standout pieces or everyday essentials, we want American consumers to fall in love with their wardrobe time and time again.”
Brett Edgar, CEO of VCCP US, stated, “Primark offers a unique shopping experience that American consumers are ready to discover. We want to convey the excitement and value that has made Primark a favorite across the pond, proving that you don’t have to settle for less when you shop. It’s all about falling in love with the brand and its unique products repeatedly.”
