How Primark Blends Storytelling and Store Design
With Jessica Garbarino, Head of Communications at Primark US
Jessica discusses the challenges and opportunities of building brand awareness in a new country. She highlights the importance of storytelling and making emotional connections with customers.
Listen now:
ServiceChannel
Jessica Garbarino of Primark U.S. discusses the challenges and opportunities of building brand awareness in a new country. She highlights the importance of storytelling and making emotional connections with customers. She and Sid dive into in-store experience, local community design, and a measured growth strategy.
Welcome to Elevating Brick and Mortar.
The podcast about how operations and facilities drive brand performance.
Primark is an international fashion retailer employing more than 80,000 colleagues across 17 countries in Europe and the US. It was founded in Ireland in 1969.
About the Guest
Jessica Garbarino leads internal and external communications for Primark in the United States. As a member of the US Leadership Team, Jess is part of the team growing the US business and taking Primark from an unknown brand to a mainstay for American shoppers across the country.
Jess has worked across iconic brands in the US to build brand heat and connect consumers with purpose and values. Most recently Jess worked on Reebok’s social purpose team, driving storytelling around Reebok’s pillar social purpose program BOKS, now Active Kids Active Minds.
“We are a brick and mortar first retailer. Our stores are everything to us. We are so laser focused on that customer experience and journey when they are in our stores. They have to feel “that’s so Primark” when they walk in or we haven’t done our job.”
— Jessica Garbarino
TIMESTAMPS
** 00:49 – About Primark
** 02:02 – Jessica’s journey
** 04:54 – Storytelling as a brand
** 08:00 – Introducing a new brand
** 11:08 – Do Americans shop differently?
** 17:35 – The myth of the mall
** 28:47 – How to focus on your staff
** 33:11 – Digital experiences in stores
** 40:20 – Where to find Jessica
** 41:55 – Sid’s takeaways
SPONSOR:
ServiceChannel brings you peace of mind through peak facilities performance.
Rest easy knowing your locations are:
- Offering the best possible guest experience
- Living up to brand standards
- Operating with minimal downtime
ServiceChannel partners with more than 500 leading brands globally to provide visibility across operations, the flexibility to grow and adapt to consumer expectations, and accelerated performance from their asset fleet and service providers.
