Primark in the U.S. launches first brand campaign to support expansion targeting 60 stores by 2026.
, the Dublin-based budget-minded fashion retailer, on Monday launched its first-ever brand campaign in the U.S., titled “That’s So‘s campaign reflects confidence in its U.S. expansion, which has been steady since 2015 when the retailer opened its first store in the States, a flagship in downtown Boston. Currently, there are 25 stores in the U.S., with the next opening set for the Florida Mall in Orlando on Aug. 29. Primark has targeted having 60 stores operating in the U.S.
The campaign, created in partnership with creative agency VCCP, features two 30-second spots. One, titled “Window with a View,” shows close-ups of two women peering into a store window and getting closer and closer until their faces smash into glass, and a full image comes into view. The women stand side-by-side before a Primark store, admiring the styles behind the window, and are joined by other women looking at the outfits.
“Primark is unlike any other shopping experience, and it’s about time more U.S. shoppers got a taste of that,” Brett Edgar, chief executive officer of VCCP U.S., said in a statement. “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.” typically aims for sites with roughly 35,000 square feet of selling space, 50,000 square feet gross. But as Kevin Tulip, the president of Primark U.S.
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