Primark Unveils Brand Refresh Amidst Global Expansion



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4 min


23 May, 2024

Budget retailing giant, Primark, has set about on a brand refresh with the aim of expanding into more markets.

It’s part of a “playful update”, as they continue to grow on an international level, providing millions of consumers with trendy, affordable clothing.

A key part of this is also ensuring sustainability, something the brand is committed to whilst still keeping its prices low.

An updated logo, a specially designed font, and a refreshed colour palette forms part of the rebranding initiative, and this will be rolled out across stores, social media platforms, its direct communications.

It’s set to be implemented further towards the end of 2024 with more launch activity already in the pipeline.

Primark's viva summer campaign

The launch of a new brand portal

The brand refresh coincides with the launch of Primark’s “biggest ever” summer collection and ‘VIVA Summer’ campaign, which was developed with agency VCCP.

It’s very timely considering summer is just around the corner, so they’re trying to capture more consumers who will be shopping for those bargain buys.

As well as revamping its brand identity, the retailer is launching a new brand “portal”, described as a “window into the world of Primark”, which will be used across campaigns to bring “everything Primark offers to life”.

VCCP Executive Creative Director Gary Holt adds:

Primark occupies a special place in our hearts and our high streets. It’s also an innovative brand with big ambitions for growth; it’s been amazing to work on the evolution of their brand world, and we’re excited to take the next step with them on their journey. The Primark Portal is a key element of this new world, which people will begin to see this summer across all channels alongside the refreshed logo and colour palette.

The launch follows closely on the heels of Primark’s recent announcement of its ambition to strengthen its brand.

In April, while presenting the interim results of its parent company, Associated British Foods (ABF), chief executive George Weston informed investors that the clothing retailer had been “doing a lot of work” on its brand, and highlighted that there is still ample opportunity for growth in the UK

outside of Primark store

Expanding into new markets

The company is also aiming to break into new markets. With hundreds of stores already established across Europe and the US, it is now preparing to launch in Budapest, Hungary, which will mark its 17th market.

Michelle McEttrick, chief customer officer at Primark said:

Our success and our ambitious growth plans have been driven by our commitment to delivering exceptional products at unbeatable prices. As we continue to grow and cement ourselves as a truly global brand, we want to ensure that wherever in the world you find us, you’ll always get the same great unique Primark experience that you know and love.

According to Holt, affordability will remain at the forefront of the Primark brand as this is what customers know and associate with the brand, but the business is passionate about evolving.

The needs of the consumer are constantly changing and every retailer needs to keep up to survive – especially considering the ‘death of the high street’.

And seem as though you can’t order from Primark online (very irritating I know) staying relevant and addressing the needs of the consumer is even more paramount.

Holt adds:

While affordability is at the heart of Primark, the business continues to evolve and transform to keep up with consumer needs and is committed to making more sustainable fashion affordable for everyone.>/blockquote>

The retail business experienced a 7.5% year-over-year increase in global revenues for the 24 weeks ending 4 March 2024. Additionally, its profit margin increased to 11.3% compared to 8.3% in the same period in 2023.

Image credits:
Marketing Week

Hi, I'm Amy, Content Strategist at Canny. In my day-to-day role, I'm responsible for creating content that gets you noticed and makes you stand out from the competition. Naturally, I love writing and creating engaging copy that brings your brand to life.

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