The Get Away by Primark Tells a Story of Thrilling Good Deals
Laura McQuarrie — May 27, 2026 — Marketing
References: lbbonline
The Get Away by Primark is the latest instalment of the discount fashion chain's That’s So Primark platform, and it recognizes the rush that comes with scoring a great deal—when the prices are so low, shoppers can't help but feel like they've gotten away with something.
Inspired by iconic movie tropes, the film sees a chic friend trio on a girls' trip sneak into a private members’ club. Even though their stylish outfits help them look the part, it seems as though they've been found out, and they take off with the concierge hot on their heels. When the pursuer catches up, he merely returns one of the women's bags. The story of The Get Away is set in a lush escape, informed by the insight that travel is a major reason shoppers refresh their wardrobes.
Inspired by iconic movie tropes, the film sees a chic friend trio on a girls' trip sneak into a private members’ club. Even though their stylish outfits help them look the part, it seems as though they've been found out, and they take off with the concierge hot on their heels. When the pursuer catches up, he merely returns one of the women's bags. The story of The Get Away is set in a lush escape, informed by the insight that travel is a major reason shoppers refresh their wardrobes.
Trend Themes
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Heist-inspired Campaigns — Brands are using cinematic heist tropes to evoke thrill and mischief, enabling immersive storytelling formats that blur entertainment and commerce.
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Narrative-driven Discount Marketing — Discount messaging is being wrapped in short-form narratives to elevate perceived value and drive emotional attachment to low-cost products.
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Travel-linked Wardrobe Refresh — Seasonal travel motivations are being positioned as catalysts for purchase, prompting product assortments and promotions aligned to trip occasions.
Industry Implications
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Fast-fashion Retail — Retailers can reimagine merchandising and limited-drop logistics to pair story-led collections with impulse-driven price points.
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Advertising and Creative Agencies — Creative shops have room to develop transmedia campaigns that integrate filmic narratives, influencer play-acting, and shoppable content.
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Travel and Hospitality — Travel brands and accommodations may collaborate with retailers to co-create destination-inspired capsules and experiential shopping moments.
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