In episode 497 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Rene Federico, head of marketing for the U.S. at Primark, a global  fashion retailer founded and based in Dublin, Ireland. Listen in as Federico discusses Primark's growth in the U.S., focusing on marketing strategies to support this expansion (2:25). She details her role at Primark and shares insights into her career journey, emphasizing the importance of integrating marketing strategies and understanding U.S. consumer behavior (4:35). They cover topics from building brand awareness (5:30) to creating emotional connections with consumers (7:30), as well as the significance of a positive in-store experience (8:30).

In addition, Federico touches on conversion strategies (13:40), the evolving customer journey (16:30), and the role of artificial intelligence in retail marketing (23:30). Finally, the episode concludes with a question on Primark's store expansion plans (25:00), including the upcoming opening in Herald Square, New York, and the focus on creating a seamless customer experience to drive customer loyalty and retention (26:30).

At the time of recording in October 2025, Primark operated 34 stores across the U.S.

Rene Federico is the U.S. head of marketing at Primark, a role she started in May 2024. She's an accomplished brand leader with a passion to connect brands with consumers through meaningful, innovative, premium experiences. She joined Primark from Nike, where she held leadership roles in brand marketing and marketplace strategy.