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. A 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.
Guest Bio:
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.
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
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