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How 'So, You’re Dating' Melded Fashion and Romance for Primark's Market Appeal

Goals and objectives

Internationally known with more than 360 stores across 14 countries, Primark is a big player on the retail stage. Since opening its first U.S. store in Boston, in 2015, Primark has been pleasing the Boston community’s fashion fans and value seekers with “amazing fashion at amazing prices.” But awareness around Primark’s non-fashion selections was low.

Primark partnered with the Boston Globe’s branded content agency, BG BrandLab, to showcase the retailer as a destination not only for well-curated, well-priced fashions for all occasions, but also for a full spread of products that round out what those occasions might call for. From blouses and bling, to pillows, pajamas and pet products, Primark carries everything anyone might want or need for an occasion, all in one place.

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