Primark unveils its first ever absolutely built-in UK model marketing campaign – together with its debut UK TV spot – to get shoppers reconsidering how a lot they need to must spend to seek out the right pair of denims, because it launches its new and improved Autumn/Winter girls’s denim assortment.
In Denim We Can celebrates the facility of denim with out the premium price ticket and showcases the work Primark has carried out over the previous 12 months to refine match, sizing, kinds and general high quality throughout its vary.
Accessible throughout all UK shops and by way of Click on & Accumulate, the gathering brings these enhancements to consumers nationwide, giving them the possibility to expertise the refined suits and kinds celebrated within the marketing campaign.
Primark has launched its first built-in UK model marketing campaign, “In Denim We Can,” alongside its Autumn/Winter girls’s denim assortment.
That includes the retailer’s debut UK TV advert, the marketing campaign highlights improved suits, sizing and kinds refined over 12 months.
The vary consists of 10 hero jean kinds, round choices and sustainably sourced cotton, now out there in UK shops and by way of Click on & Accumulate.
A marketing campaign first for Primark
The marketing campaign marks a milestone because it consists of Primark’s debut UK TV advert. The dance-led spot follows girls shifting by their morning routines in Primark denim, set to The Slits’ 1979 cowl of I Heard It Via the Grapevine. Working for six weeks throughout TV, out-of-home, in-store and digital, the marketing campaign spotlights the arrogance and pleasure of great-fitting denim, all on the costs Primark is known for.
Elevating the bar on reasonably priced denim
Having listened to buyer suggestions, Primark has spent over 12 months enhancing the match, sizing consistency and elegance choices throughout its denim. The aim: to show that reasonably priced denim doesn’t compromise on high quality or fashion.
The brand new assortment introduces a brand new base measurement, standardised waist and leg lengths, and refined proportions to ship extra constant, flattering suits. After months of testing and refining, the vary debuts with 10 hero jean kinds – from refreshed skinny and straight cuts to extra fashion-led shapes such because the barrel and broad leg – alongside a line-up of denim jackets, shirts and tops.
The gathering additionally displays different modifications Primark has been making behind the scenes throughout its ranges, together with placing all of the eligible denim by the retailer’s sturdiness framework. All of the denims that includes within the marketing campaign and assortment are additionally made with cotton that’s both recycled or from the Primark Cotton Mission. Three of the ten pairs of denims are additionally round – designed with the tip in thoughts, crafted with out elastane or metallic rivets to allow them to be extra simply recycled once they attain the tip of their life.
Primark can be refreshing its in-store denim areas, with a brand new feel and appear set to roll out later this yr, making it simpler for purchasers to discover and take a look at on the improved suits and kinds.
Nice high quality fashion at unbeatable worth: “Major Finds”
On the centre of the brand new denim vary is the 100% cotton Palazzo jean, priced at simply £12 (~$16.7). This hero piece, out there in each mid-blue and nearly black washes, marks the launch of Primark’s new “Major Finds” value promotion: out there in-store and on Click on & Accumulate, Main Finds will provide merchandise or a glance reflecting a mode of the second, at unbeatable worth. The initiative celebrates what Primark is greatest identified for – nice fashion, nice high quality, at costs higher than ever – however solely whereas shares final.
Mary Lucas, Womenswear Buying and selling Director at Primark, mentioned: “We’ve always been about helping people look and feel good in their clothes without paying more and with this collection we want to show that you don’t need to pay more to get great fitting, stylish and quality denim. A flattering, quality pair of jeans can make you feel incredible, last for years and be the hardest-working piece of clothing in your wardrobe. With this collection we’re raising the bar on our denim and we’re confident it’s our best one yet. The team has obsessed over every detail – from the fabric and fit, through to the wash and the stitching. We’re so proud of the result: denim that works for more people, at a price that’s accessible to as many as possible.”
Matt Houston, Chief Buyer and Digital Officer at Primark, added: “Primark denim is already a firm favourite with millions of UK shoppers, but we know many consumers are still spending more than they need to on jeans and that Primark isn’t top of mind when it comes to denim. Over recent years we’ve begun to build strong connections with our customers through our social and digital channels and, with this our first fully integrated campaign and TV spot, we’re looking to reach more people and remind them what Primark is all about – showcasing the quality, style and incredible value that can be found in our denim.”
The brand new assortment builds on Primark’s present year-round denim provide, which incorporates maternity and adaptive choices, and is on the market in retailer and on-line by way of Click on & Accumulate with costs ranging from £9 (~$12.5). Primark’s adaptive vary options seated and non-seated denims – each designed to get on and off with ease, with discreet options together with inside waistband pulls, poppers and likewise openings for tube entry. The most recent vary will launch later this month.
Primark’s Autumn/Winter denim assortment is on the market throughout all 197 of Primark’s UK shops and on Click on & Accumulate, from 1 September. Along with the comfort provided by Click on & Accumulate, clients utilizing the service can now additionally profit from an prolonged vary of sizes, together with brief and lengthy leg lengths on chosen denim kinds, providing much more decisions.
Word: The headline, insights, and picture of this press launch might have been refined by the Fibre2Fashion workers; the remainder of the content material stays unchanged.
