International retail chain Primark has appointed New York-based The Bait Shoppe as its AOR as the European retail chain expands to more cities in North America. The scope of responsibilities will include developing and executing the brand's marketing activities across all channels, including in-store, online, mobile, out-of-home media and experiential activations.
The first project under this new partnership will promote Primark's new store opening in Brooklyn, New York this summer. This activation strategy is new to the fashion retailer which will attempt to bring its well-known in-store experience outside of the store and to the streets of Brooklyn and Manhattan.
After opening its first U.S. store in September 2015, Primark now operates eight locations in Massachusetts, New York, New Jersey, Connecticut and Pennsylvania, but has struggled to attract Americans to its brand. As the Wall Street Journal reported in December, Primark shuns online shopping and relies on super cheap prices to draw customers into its stores, a strategy that has won it a cult-like following across Europe.