Primark’s new campaign, which promotes the value fashion retailer’s Denim Co brand, showcases its range of jeans but is a missed opportunity to fully exploit digital.
Created by design agency The One Off, the campaign comprises images - featured in stores, on the retailer’s website and on social media - and two films that run online only.
The first film features a group of male and female models clad in Primark jeans, from tapered slim to the loose-fitting boyfriend cut. Demin-clad children dance with instruments in the second.
An annoying rock ‘n’ roll soundtrack with models clad in leather jackets and denim shirts is old hat. We’ve seen it all before and it doesn’t stand out.
On a positive note, there is some focus on the different styles and their prices in the films. Yet the gloomy grey and washed out blue backgrounds of the reels and images are a weak contrast to the denim, so the fit of the jeans is not clear and the retailer is unable to show the range of washes the jeans come in.
Despite the fact that Primark does not have its own transactional website, the retailer could have further showcased the denim ranges with a microsite providing more pictures of each cut and wash. This would have helped ease the shopping experience for customers in stores.
It is hard to fault the retailer because it is so successful, but in addition to a relatively low number of Facebook followers for a brand its size - 812,000 compared with Topshop’s 3.4 million - Primark could do more to exploit online, even if it continues to shun an ecommerce offer itself.
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