T.J. Maxx/Marshalls Urges Consumers to ‘Re-Think Retail’
By Tom Ryan
For the first time ever,
T.J. Maxx and Marshalls will be featured together in television spots to
educate consumers on the merits of off-price retailing. The “Re-Think
Retail” campaign explains that major savings on in-season fashions
are available without needing to wait for product to go on sale, clip coupons
or wake up for 6 a.m. door-busting specials.
“We created this
campaign with the intention of rallying consumers across the country to
spread the word that you don’t have to pay a lot for great quality, current
season designer fashions,” said Laura McDowell, spokesperson for T.J.
Maxx and Marshalls, in a statement. “Also, you don’t need to ‘trade
down’ to discount stores and sacrifice quality, just for a low price. In
this economy, we feel especially compelled to get the word out to consumers
everywhere to stop them from overpaying “
In the TV ads, a group
of girlfriends stage an intervention on their
friend who spends too much on her fashion buys, and show her that there
is a better way to shop and save.
Working with AOR Ogilvy
PR, the campaign will also feature a guerilla marketing tour with live
street theatre performing one-minute
“spending interventions.” Across nine U.S. cities, actors will
play friends educating other friends about the value of off-price shopping.
billboard across cities will display two ads showing comparison examples
of the same current season designer merchandise found at department
stores and off-price retailers.
According to PR Week,
style experts Robert Verdi, Alison Deyette, and Lawrence Zarian, and financial
expert Farnoosh Torabi will serve as the campaign’s “style interventionists.”
Each expert provided spending tips, which appear in an
electronic press release. The campaign will
be pushed to fashion retail press and consumer, as well as key fashion,
parenting and budget bloggers.
“We want media to…
understand there’s another category of retail, and that T.J. Maxx is really
a leader in the category,” Denise Vitola, SVP at Ogilvy PR, told PR
Will the T.J. Maxx and Marshalls’
“Re-Think Retail” campaign resonate with consumers? What else can
off-pricers be doing – either in marketing or at the store level –
to make their model more appealing to consumers versus department stores?
- T.J. Maxx and Marshalls Join Together
for a National Spending Intervention: It’s Time for Consumers to Re-Think
Retail – T.J.
- TJX touts off-price retail with
experiential campaign – PR Week
- Re-Think Retail Campaign Microsite – T.J.