Primark is placing some advertising and marketing muscle behind its U.S. enlargement.
Since launching its first retailer within the U.S. in 2016 — a flagship in downtown Boston — Primark has primarily relied on retailer openings and word-of-mouth to get observed and other people purchasing. There are additionally some ongoing collaborations, together with with singer Rita Ora, the NBA and Hi there Kitty which have generated some buzz.
However in Might 2024, Rene Federico, former international vice chairman of direct advertising and marketing for Converse, joined the Dublin-based, value-oriented household style retailer as chief advertising and marketing officer for the U.S. Federico is Primark‘s first U.S. CMO. She studies on to Wendy Duggan, international director of selling, who’s Dublin-based, and likewise studies to Kevin Tulip, president of Primark U.S. In August 2024, Primark launched its first model marketing campaign within the U.S., titled “That’s So Primark.”
Primark’s foray into the U.S. appears opportune, tapping into the huge buying and selling down by People to cheaper price factors lately. Primark sells males’s, ladies’s, youngsters and residential merchandise below its personal label in addition to licensed merchandise. The enlargement has been regular, and never overly aggressive, with Primark selectively selecting its spots. Nonetheless, the tempo is selecting up. The corporate has focused 60 shops within the U.S. by a while in 2026. Presently, there are 29.
Within the following Q&A, Federico explains how Primark is investing extra in advertising and marketing to assist its U.S. enlargement and drive model consciousness amongst People. Primark, owned by the U.Ok.’s Related British Meals, in 2024, generated about 9.45 billion British kilos in income.
Rene Federico
Courtesy picture
WWD: How acquainted are People with the Primark model?
Rene Federico: I might say we’re comparatively unknown, however we’re very beloved within the communities we function in and with folks that have skilled our model. We’re taking a look at advertising and marketing as an accelerator for our progress, to construct extra consciousness, drive extra visitors to our shops, and assist folks perceive our proposition round fashion, high quality, and affordability. We’re enthusiastic about how a lot momentum we will construct by way of extra of a standard manner of displaying up in a market, activating round our openings, and word-of-mouth. However we’ve got a extremely good alternative to drive model consciousness at scale. We’ve solely scratched the floor when it comes to constructing repeat and dependable clients for our model within the (U.S.) markets the place we function.
WWD: What sort of advertising and marketing methods do you envision for Primark?
R.F.: We’re wanting on the full combine, however with a pointy deal with top-funnel, brand-led campaigns the place we land that message, repeatedly, round fashion, high quality, affordability, and goal audiences throughout a number of platforms. We now have to inform what Primark stands for and why they need to come store with us.
WWD: Are you focusing on a sure demographic?
R.F.: We are able to serve a really broad set. We’re searching for that style-led shopper that calls for high quality and affordability. We’re in a singular place to serve them. The halo is, we’ve got one thing for everybody…We’re not trying to slender who we serve.
WWD: To what diploma does value selling get wrapped into the advertising and marketing?
R.F.: That’s probably not the message. Worth promotion will not be a spotlight for us from a advertising and marketing standpoint. The affordability side is the place we present up with a extremely compelling value providing for customers, and so we’re bringing all of that collectively, once more, with the fashion message and the standard message.
WWD: Do that you must localize the method? For instance, like the place you could have opened a Primark in Texas versus Brooklyn?
R.F.: A few of our down-funnel techniques can be native to a market, bodily with how the market is ready up, and with what alternatives we’ve got for distinctive out-of-home experiences and issues like that. Nonetheless, in all probability our greatest payoff is specializing in New York as a key marketplace for us. First, New York has international affect, with each style and magnificence and from a media and shopper standpoint. Second, we’ve got a excessive focus of shops within the DMA (designated market space) and so we’ve got extra payoff…We’re past enthusiastic about our retailer opening on thirty fourth Avenue (in 2026) which isn’t solely a mecca for fashion, however a mecca for retail. Our funding within the New York metro space shall be inclusive of the complete advertising and marketing combine. We now have video spots for TV, related TV, streaming TV. We may have billboards. We may have activations. We’ll have distinctive out-of-home…We’ll carry that message nationally, nonetheless, by way of our e-mail, our CRM (buyer relationship administration) efforts, by way of social media. Nonetheless, the main target is the New York DMA and that’s the place you’ll see essentially the most funding.
WWD: What number of Primark shops are presently within the New York metro space?
R.F.: We now have (a complete of) 12, in New York Metropolis, Lengthy Island, western Connecticut and New Jersey.
WWD: How a lot of an funding does Primark make in advertising and marketing?
R.F.: It’s in all probability finest described as a severe funding. It’s an funding the place we’re undoubtedly making an attempt to have an effect. We’ve decided what we want to have the ability to have an effect. As we develop our presence within the U.S., we’re figuring out alternatives. We’ve determined to pay attention that funding in a market (New York) that we imagine may have an outsized influence for us, after which have the ability to radiate throughout the remainder of our retailer fleet. We’re producing high-quality property. The total advertising and marketing combine is what we’re taking a look at, however our highest funding shall be throughout TV, social, billboards and out-of-home, influencers and partnerships.
WWD: What’s the intent or feeling projected from the “That’s So Primark” marketing campaign?
R.F.: What that represents is form of exhausting to place into phrases. It’s a sense of pleasure you get once you expertise our model. “That’s So Primark” is taken from our international technique and can carry by way of our U.S. advertising and marketing efforts. Our particular U.S. marketing campaign is about falling in love with the model. So our fall proof-of-concept marketing campaign carried that message, and the marketing campaign we’ve got coming in spring will as nicely.
WWD: What about on the occasion aspect?
R.F.: Proper now all of our occasions are actually centered round our retailer openings, they usually’ll proceed to be. It’s a extremely energizing second for the model. Lots of of individuals line up to buy us on that first day…I do suppose we’ve got the chance to activate with customers at totally different moments. , we’re taking a look at a method calendar. We’re taking a look at what our partnerships and licensees are doing. You’ll begin to see extra from us as we activate extra consumer-facing.
WWD: There may be a lot competitors in your area, reminiscent of Goal and Outdated Navy. How does Primark differentiate?
R.F.: We’re a “store-first” enterprise. That may be a differentiator. (Primark) has a click-and-collect initiative within the U.Ok. However we don’t presently promote on-line within the U.S., though we’ve got a U.S. web site. It’s a vital element to our general expertise. It’s a terrific companion to our retailer expertise. We’ll proceed to spend money on our web site and drive efforts by way of our shopper relationship administration to attract that related journey for customers, from on-line to in-store. However we’re a brick-and-mortar-first enterprise presently within the U.S.
WWD: What motivated you to affix Primark?
R.F.: By way of my profession journey, I’ve at all times gravitated in direction of roles that put me near customers. That’s the place I actually get essentially the most out of roles the place I’m creating an influence. Connecting iconic manufacturers to customers by way of experiences is my candy spot. So coming to Primark, I actually rapidly realized this model has a extremely compelling story to inform. We now have a extremely nice proposition for the U.S. retail market. This chance represents an opportunity for me to interact with new audiences, sort out new challenges, after which work with a model that has nice core values. It’s centered on working collectively as a group, making a dynamic, sincere and clear office, and creating an atmosphere the place everybody feels seen and cared for.
WWD: You’ve had a 20-year profession in retail and advertising and marketing. What are a few of your key learnings?
R.F.: My 20-year run has landed me with three truths that I function on and are related to Primark. Put the buyer on the middle of your technique. The last word verify of the work you’re doing is, does this matter to our shopper? Are they asking for it? Is it compelling or participating? The second factor is, you’ve obtained to inform nice tales. To truly give them one thing compelling has to come back by way of nice storytelling. And we do that on a number of ranges. It’s important to transfer on the tempo of tradition. I do know that’s jargon-y, and a number of manufacturers say that. However you actually have to know the dynamics of what’s happening round you and in order that, how? Particularly in advertising and marketing, in case you’re not prepared to know what that appears like, you’ll end up turning into irrelevant in a short time. And relevance is the cornerstone of with the ability to market successfully.