Primark, the iconic Dublin-based retailer, has officially opened its first store in Texas, and the excitement is palpable. With the help of BeautifulBeast, a creative agency known for its bold and impactful campaigns, Primark launched its first store in the Lone Star State with a campaign titled Primark & McAllen: The Perfect Fit.
The campaign introduced the brand to a new market while ensuring Texans understood why Primark was the perfect fit for them. Known for its unbeatable combination of stylish, premium fashion and affordable prices, Primark set out to capture the hearts of Texans in the McAllen area – exceeding expectations.
The Perfect Fit campaign combined all the right elements to make a splash in the region. The messaging highlighted how Primark offers more than just low prices that fit wallets; it’s about fashion-forward, trendy pieces that fit every style and occasion. BeautifulBeast infused the campaign with nuances and insights tailored to Texans, blending the brand’s global appeal with a distinctly local vibe.
“The channel selection was carefully planned in collaboration with Starcom to ensure maximum reach and resonance. We wanted everyone in McAllen and surrounding areas to hear the news and to pique their curiosity about Primark coming to Texas. We knew once they entered the store, they would fall in love with the brand, its product selection, and prices.” Said Aldo Quevedo, CEO of the agency.
Before the launch, the campaign ran across social media, outdoor, and radio, building excitement along the way. During opening week, the team deployed an immersive experiential effort to welcome eager shoppers with an event full of fun and energy, including a local DJ, giveaways, food trucks, performances, and more. The buzz extended to social media, where influencers amplified the enthusiasm by sharing their must-have Primark finds and highlighting how seamlessly the brand integrates into their daily lives. Their posts helped spread the word, making the launch a city-wide moment.
The campaign’s Texas-inspired themes and attention-grabbing headlines connected well with the audience with great engagement numbers on social media, building interest leading up to the opening. Since the doors opened, the response has been positive, with customers eager to explore the brand’s range and enjoy its mix of style and affordability.
“This was a huge effort from the agency and our partners. The Perfect Fit was just right; we knew the synergy was right when the team introduced the concept! Working with global brands and helping them become relevant at a local level is always a great challenge for us,” said Flor Leibaschoff, Chief Creative Officer of BeautifulBeast.
The collaboration between Primark and BeautifulBeast has introduced the brand to Texas and laid the groundwork for further regional expansion, including Primark’s plans to open stores in El Paso, Dallas, and Houston, to name a few. With its thoughtful approach and deep understanding of local markets, the campaign has proven Primark is the perfect fit for Texas.
“As excitement builds, it’s clear that Primark has found a new home in Texas, and local shoppers are embracing it. Keep an eye out as the brand plans to expand and bring its distinctive shopping experience to more cities across The Lone Star State,” added Salma Gottfried, Chief Brand Officer for the agency.
About Primark
Primark is an international fashion retailer employing more than 80,000 colleagues across 17 countries in Europe and the US. Founded in Ireland in 1969 under the Penneys brand, Primark aims to provide affordable choices for everyone, from great quality everyday essentials to stand-out style across women’s, men’s and kids, as well as beauty, homeware and accessories. With a focus on creating great retail experiences, Primark has 450 stores globally and continues to expand.
Primark is working to make more sustainable fashion affordable for everyone through its Primark Cares strategy, a multi-year program that focuses on giving clothing a longer life, protecting life on the planet and supporting the livelihoods of the people who make Primark clothes. As part of this, Primark unveiled a series of commitments it is working to achieve by 2030. These commitments include making all of its clothes from recycled or more sustainably sourced materials by 2030, halving carbon emissions across its value chain and pursuing a living wage for workers in its supply chain. More information can be found here.
