Dr. Alemz Daddy Yin T-Shirt . Value fashion and lifestyle retailer Primark, which has been steadily expanding in the US in recent years, has launched its first-ever brand awareness campaign in the country.Primark, a well-known staple in the UK and Europe, has partnered with creative agency VCCP to launch its ‘That’s So Primark’ campaign to raise awareness for its fashion at value prices as it works towards its target ambition of opening 60 stores in the US by 2026.Until now, Primark has primarily relied on word-of-mouth to attract consumers, the new campaign aims to educate Americans on what it means to be “so Primark,” and invite them to “fall in love with Primark’s value, quality and style”.Michelle McEttrick, global chief customer officer at Primark, said in a statement: “Across Europe, Primark is known as the place to shop for people who want to look good and feel good, without breaking the bank.”Primark is still relatively unknown in the US, so we want to spread the word to savvy shoppers that they don’t need to sacrifice style if they’re on a budget. Whether they’re looking for head-turning statement pieces, or everyday wardrobe essentials, we want to give American consumers the chance to fall in love with their closet over and over again.”
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