Primark: Unexpected 'Alliance' with Trump Reshapes Fashion

Changes in U.S. trade policy, particularly the Trump administration's decision to end duty-free status for orders under $800 from China, are creating opportunities for Primark.

The British fast-fashion chain sees this shift as an ideal moment to strengthen its presence in the American market, maintaining its model of physical stores and low prices.

Since 2015, Primark has expanded to 13 U.S. states with 33 stores and plans to double its network in the next two years, while also investing in marketing.

While competitors Shein and Temu are reducing their advertising spending due to new tariffs, Primark is increasing traffic to its American website and investing in a return to physical stores, attracting lower-income consumers.