Fast fashion giant Primark is officially making its move on the American market. The Irish retailer, known for its affordable yet stylish clothing, has unveiled its first-ever US brand campaign, “That’s So Primark”. As the brand aims to expand its footprint to 60 stores across the United States by 2026, this campaign marks a significant step in introducing Primark to American consumers.
Primark has long been a beloved brand in Europe, renowned for its ability to offer trendy fashion without breaking the bank. The “That’s So Primark” campaign aims to capture this essence and translate it to American audiences. The campaign, featuring two captivating films titled “Window with a View” and “Fall Again,” showcases the excitement and joy of discovering affordable fashion at Primark.
The campaign will be rolled out across various platforms including connected TV, digital, social media, radio, and out-of-home advertising. Primark hopes to create a buzz around the brand and entice American shoppers to experience the Primark difference.
Michelle McEttrick, Primark’s Global Chief Customer Officer, expressed the brand’s excitement about entering the US market. “We believe that American consumers will fall in love with Primark just like millions of customers have in Europe. Our goal is to become the go-to destination for stylish and affordable fashion in the US,” she said.
With its focus on value, quality, and style, Primark is poised to disrupt the American fashion landscape. As the brand continues to expand its presence in the US, it will be interesting to see how American consumers respond to this new shopping experience.