Primark has launched its first-ever integrated UK brand campaign to promote a new and improved Autumn/Winter women's denim range. Titled ‘In Denim We Can,’ the campaign aims to make consumers reconsider how much they should spend on a great pair of jeans.
The campaign highlights the work Primark has done over the past year to refine the fit, sizing, styles, and overall quality of its denim collection. Shoppers can now experience these improvements firsthand in all UK stores and through the Click & Collect service.
Primark spent more than a year listening to customer feedback to improve the consistency of its sizing and fit. The new collection introduces a new base size and standardized waist and leg lengths to ensure a more consistent and flattering fit. After extensive testing, the brand is launching with 10 key denim styles - from classic skinny and straight cuts to trendy barrel and wide-leg shapes - along with matching denim jackets, shirts, and tops.
The collection also reflects Primark’s broader commitment to sustainability. All eligible denim has gone through the retailer’s durability framework, and all jeans in the campaign are made with recycled cotton or cotton from the Primark Cotton Project. Three of the 10 jean styles are designed with circularity in mind, made without elastane or metal rivets so they can be more easily recycled.
Primark is also updating its in-store denim sections later this year with a new look and feel to make it easier for customers to explore and try on the new styles.
The standout piece of the new line is the 100 per cent cotton palazzo jean, priced at just £12 (about $16.70). Available in a mid-blue and an almost-black wash, this new product is the first item to be featured in Primark's new ‘Major Finds’ promotion. This initiative will highlight on-trend products and styles at unbeatable prices, available in-store and through Click & Collect while supplies last.
According to Mary Lucas, Director-Womenswear Trading, Primark, the company is raising the bar on its denim and is confident it is their ‘best one yet.’ Matt Houston, Chief Customer and Digital Officer, believes, the campaign will remind customers that Primark offers ‘quality, style and incredible value’ in its denim.
