The changes include the introduction of the 'Portal'. A window into the world of Primark, which will be used in all campaigns and in the world of the brand in general; bringing to life everything Primark offers.
Primark introduces a refreshed brand look and VCCP's VIVA Summer collection and campaign. This includes the 'Portal', a new logo, updated Primark blue and a custom font. The changes will be visible in stores and on digital channels. Primark plans to expand to 530 stores worldwide by 2026, continuing its commitment to affordable and sustainable fashion.
As part of the changes, the brand's new world includes a fun update to the iconic Primark logo, featuring a refreshed Primark blue and a specially designed font. Starting today, customers will begin to see the new brand on social media, in direct communications and in stores, with more launches planned for later this year.
Michelle McEttrick, chief customer officer at Primark said: “More than fifty years since we opened our first store on Mary Street, Dublin, we now have hundreds of stores across Europe and the United States and are preparing to enter our 17th market with a new store in Budapest, Hungary. a later this month Our success and ambitious growth plans have been driven by our commitment to offering exceptional products at unbeatable prices As we continue to grow and establish ourselves as a truly global brand, we want to ensure you find them everywhere. “With us, you will always enjoy the same unique Primark experience you know and love.”
Gary Holt, Executive Creative Director, VCCP He added: “Primark holds a special place in our hearts and on our high streets. It is also an innovative brand with big ambitions for growth; it has been incredible to work on the evolution of its brand world and we are excited to take the next step with” “The Primark Portal is a key element of this new world, which people will start to see this summer across all channels alongside the refreshed logo and color palette.”
Viva Summer is Primark's largest summer collection and offers seasonal styles that exude a vibrant coastal feel. From luxe swimwear to lightweight sleepwear, from playful daytime looks to evening glam, the retailer's Viva Summer range features bold prints alongside earthy neutrals across women's, men's and kids' clothing.
Since opening its first store on Dublin's Mary Street in 1969, Primark has become a global fashion leader with more than 440 stores in 16, soon to be 17, markets around the world. This year in Britain, Primark celebrates 50 years on the British High Street, after opening its first store in Derby in 1974.
While affordability is at the core of Primark, the company continues to evolve and transform to keep up with consumer needs and is committed to making more sustainable fashion affordable for everyone. The refreshed brand strategy reflects the retailer's international growth plans, which aims to reach 530 stores worldwide by the end of 2026.
VCCP was appointed Primark's global brand and creative agency in August 2023, following a three-way competitive submission process.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fiber2Fashion News Desk (RM)
