Primark reveals new brand strategy in pursuit of global expansion

Primark’s refreshed brand logo

Primark, the affordable fashion brand, has given its brand a makeover with a new logo and color scheme. The company describes it as a "playful update".

The updated logo showcases a unique font and a fresh blue color palette. It is being introduced on social media, in direct communications, and in-store, with more changes on the way.

Primark is unveiling a brand refresh alongside the release of its largest summer collection and ‘VIVA Summer’ campaign, created in partnership with VCCP agency.

In addition to updating its brand identity, the retailer is introducing a new brand “portal” that serves as a gateway to the Primark world, enhancing campaigns by showcasing all that Primark has to offer.

Primark’s summer campaign. Source: VCCP/Primark

Just weeks after revealing its ambition to strengthen its brand, Primark has launched a new initiative. During a meeting with investors in April, parent company Associated British Foods (ABF) shared its interim results. Chief executive George Weston mentioned that the clothing retailer has been actively working on enhancing its brand.

"We still have room for growth in the UK," he mentioned, despite our long-standing presence there.

The company is planning to enter new markets as well. With hundreds of stores already in Europe and the US, our next target is Budapest, Hungary, where we will be opening our 17th market.

"Our success and ambitious growth are a result of our dedication to offering top-quality products at unbeatable prices," states Michelle McEttrick, chief customer officer at Primark, highlighting the brand's 50-year history.

She emphasizes, "As we expand and establish ourselves as a worldwide brand, we aim to guarantee that no matter where you visit us, you will always receive the same fantastic and distinctive Primark experience that you cherish."

Gary Holt, who is the executive creative director at VCCP, mentions that Primark is known for its affordability. However, the company is constantly changing to meet the needs of consumers and is dedicated to offering sustainable fashion at affordable prices for all.

Holt also states that the updated brand strategy aligns with Primark's goal of expanding internationally, aiming to have 530 stores worldwide by 2026.

The retail business saw revenues globally increase 7.5% year over year in the 24 weeks ended 4 March 2024. Its profit margin also grew three points to 11.3% from 8.3% in the same period in 2023.

Editor's P/S:

Primark's brand refresh is a strategic move to enhance its image and appeal to a wider consumer base. The new logo and color scheme exude a youthful and modern aesthetic, aligning with the retailer's commitment to offering affordable fashion with a touch of playfulness. The introduction of a brand portal further solidifies Primark's digital presence, providing customers with a comprehensive platform to explore its offerings.

This brand refresh comes at a time when Primark is expanding its global footprint and targeting new markets. The company's dedication to offering sustainable fashion at accessible prices remains a cornerstone of its strategy. With the updated brand identity and ambitious growth plans, Primark aims to establish itself as a global fashion powerhouse while maintaining its commitment to delivering value and style to its customers.