The campaign, also created by VCCP, was about celebrating the city without appearing like an outsider trying too hard. The creative team leaned into city iconography with a wink, while collaborating with local talent like fashion photographer Andrew Jacobs.
“We know we’re coming in from the outside, and New Yorkers are extremely savvy when it comes to fashion,” said Nikki Lindman, global creative director at VCCP. “We have this tenet around playfulness, fun, and joy in fashion. That was the guiding light.”
Sarah Jessica Parker, who wore head-to-toe Primark to the VIP launch event alongside Bravo host Andy Cohen and fashion editor Derek Blasberg, became part of the effort for similar reasons.
“There was a familiarity and genuine fandom on her part,” Federico said. “She’s unmistakably New York and present in the style zeitgeist.”
Primark also timed the store opening to coincide with the week of the Met Gala.
“Without being confrontational, we were able to show up as who we are,” Federico said. “It projected confidence and claimed a spot in the style conversation.”
Betting on stores
Through both marketing pushes, Primark is trying to get people through its doors. Unlike many fashion retailers, Primark has no home delivery operation, making the in-store experience central to its business.
Duggan described the approach in the U.K. as “retail theater”—the thrill of discovery that keeps shoppers coming back.
“We talk about the joy retail can bring: the thrill of the chase, the find,” Duggan said. “Stores thrive off that buzz.”
Primark is targeting what Duggan described as “savvy shoppers,” ages 25 to 40, with a pitch that they don’t have to compromise on style, quality, or affordability.
“Awareness is the biggest challenge and barrier,” Federico said.
