As Primark celebrates its 10-year anniversary in the US, the European retail giant navigates the challenges of building brand awareness in a competitive American market while staying true to its core value proposition that made it a cultural institution in the UK and Ireland.

Value without compromise

In Europe, Primark is synonymous with affordable fashion, which the retailer aims to replicate in the US.

"Primark in the US is really still about incredible fashion, quality, and unbelievable value," said Rene Federico, CMO of Primark, on a recent episode of "Behind the Numbers." "But it's more than price, it really is kind of a feeling that shopping our stores allows our customers."

This distinguishes Primark from off-price retailers, positioning it as a destination for current fashion at low prices.

• "It's not just somewhere super cheap to go and get clothes," said our analyst Carina Perkins. "It's somewhere affordable to go and get clothes that are kind of on trend and have a nice shopping experience."
• The shift from "cheap" to "value" has been crucial for Primark's brand perception, especially as it competes with ultra-fast fashion players like Shein and Temu.

Building awareness in the US market

Despite its success in Europe, Primark remains what Federico calls "a best-known secret" in the US.

• The retailer is focusing on building awareness, particularly in store-dense markets like New York.
• "We've been investing now for the last year or so in really building that awareness," said Federico. "We've put a sharp focus on the New York market really because it's our most store-dense market here in the US."

Federico emphasizes "filling the top of the funnel" to create brand perception that drives store visits. The strategy involves a multi-channel approach using streaming TV, social media, and online platforms to reach potential customers.

What's notable about Primark's approach is its commitment to brick-and-mortar retail.

• Unlike many competitors, Primark doesn't offer ecommerce in the traditional sense.
• Its website functions more as an inspirational platform and information hub than a transactional channel.
• "We look at it as a key component of our overall shopping experience, whether it's a store locator or a stock check or for inspiration," Federico said, allowing Primark to maintain its value proposition while using digital channels to drive in-store traffic.

Lessons from across the pond

Primark's success in the UK offers valuable insights for its US strategy.

In the UK, Primark has maintained strong brand loyalty even during economic downturns by focusing on value, quality, and cultural relevance.

• "Primark has built a really good social media presence and hype in the UK," said Perkins.
• Campaigns like "In Denim We Can" have created significant buzz, while the limited in-store inventory creates a sense of urgency among shoppers, which Perkins calls the "FOMO moment."

The retailer has embraced the "Primark dupes" trend, where shoppers highlight Primark products resembling expensive designer items. This organic social media content has positioned Primark as a smart shopping destination.

Creating emotional connections

For Federico, who previously worked with established American brands like Nike and Converse, the key challenge is making Primark less "interchangeable" with other retailers.

"Consumers are happy to interchange [retailers] with others if they can beat them on price or if they can beat them on convenience," Federico observes. "For us it's about making those emotional connections so that we're not interchangeable, where we're always the first choice because there's a genuine loving connection for our brand."

This focus on emotional connection extends to Primark's approach to cultural moments and collaborations. The retailer has launched collections with "Stranger Things" and secured NFL licensing, strategies specifically tailored to the US.

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